Earn Lalipat Sirirat
Phase 3
Carmen Torres
Proliferate: Contemporary Business Futures
Develop your chosen brand to produce an architectural
proposal which positions business/brand against
future private/public space. Define the enterprise
genetically, materially and contextually.
From phase 1 and phase 2, I have develop a deep
understanding my chosen brand and is able to translate it in
terms of materials. Now, since we were supposed to develop
our own brand after all these studies, I decided to use
"Just for all" as a main brand to develop.
Brand
As I have discovered in the last phase that we have
encountered the scandal problems of faking sales number
because the company cannot reach their sales
expectation.
So, I wanted to solve that problem by trying another method to
increase the number of sales. To do this, we need attention
from customer. So, I have came to a conclusion
that since all of my films are mostly food related,
we could build a sister brand of the company to promote
a cool / theatrical restaurant to both advert and attract
customer to the brand.
This marketing will be called "Make it Trendy",
making brand more accepted by society
since lab food is somewhat new.
We still keep the main branding goal from the
original brand which is Environmental Concern,
Lab Based Research, and Healthy Diet so all the
food served will be plant based food created in lab.
From phase 2, I have develop keywords for each brand
Owen Illinois - Transparency Value
(in the use of glass)
making the company more trustful and transparency
I used the idea of honesty by showing all the process of
cooking in the lab.
Just for all - Experience
(in the use of slime)
would create an amazing food experience that cannot
be found anywhere. Not just the theatrical food itself
but the atmospheric experience you will get.
All of these will be explored using a new science based type
of cooking "Molecular Gastronomy"
changing state of molecules.
Since lab and science requires a lot of fund to operate,
The market target for this brand would be people with
high economical resources.
Context
For the site, I chose Monte Carlo, because it's the city with
highest life expectancy, they are very concern about health. Plus,
they are very wealthy, with Almost highest GDP per capita
ranking. So, they have enough fund that are able to spend it on
lavish dining experience.
I have arrange my building into 3 main spaces; cooking space,
dining space, and relaxing lounge space.
Spaces Explanation
With the research in "Molecular Gastronomy", I have found
out that there are 3 types of method I can explore which is
Gelification, Emulsification and Spherification which all
of them create a different effect on food. I decided that not only
the food will be theatrical, but the spaces as well, So I develop spaces
that would give experience of these effects on customers.
Atmospheric Representation
In order to give a more "WOW" experience, I considered
putting a reflective plate up at front so that people wouldn't
see the building before entering. So it's somewhat a surprise
for the customer to get. Also, it also reflects a tree from the
outside so it blends in with the site without destroying the
nature atmosphere with a strange looking building
Cooking area which will let people walk around a cooking
area separated using clear glass, to show honesty of
cooking. The space will give you an experience inspired
from an “Gelification” process, meaning a process
to solid with varying jelly-like texture. This is generally
used to create pearl/pasta shape. The free form dome suggest
the movement of a jelly and the structure portrays how it can be
turned into pasta shape jelly.
Gelification (turn to solid) - meaning more reliable
Dining area which will give you an experience inspired
from an “Emulsification” process, meaning a process
of taking liquid substance and turning it into a foam
by trapping air within the liquid and natural additives.
The little holes the in area represents a trapping
air bubble of the process.
Emulsification (put in food to add flavour) - tasting area
Relaxing Lounge area which will give you an experience
inspired from an “Spherification” process, meaning a process
of forming a liquid substance into spheres held in place by
a thin gel coating. The seatings and flooring represent
the roundness and soft texture of the substance.
Spherification (mostly used in dessert) - relax, last phase of dining
Site
Site is near the coast to get the best view, and also it's sort
of isolated from the main city, surrounded by gardens, to exaggerated
the idea of mysterious experience and nature
Plan
Showing the idea that all the spaces are connect to
nature, still giving nature sense after experiencing
"molecular gastronomy". Also, it suggest that the restaurant
is only using natural plant ingredients and is
environmentally concerned.
Elevation
An elevation view of the restaurant showing how the
building would look from the outside in its site.
Moreover, the image also suggest how each
spaces are connected by a stair inside.
Section
From the roof top to 3rd space which is the
relaxing space, it gives a sense of motion and movement
of a slime flowing down a cliff.
Model of Building
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