THESIS PROJECT:  AN INDUSTRIAL PARTNER, WORLD EXPO

This project represents a well known coffee manufacturer as an industrial partner at an International World Expo.  It investigates the idea of the 'Global and the Individual', the 'Interiorized and Exteriorized' through exposing us to new ways of looking, at ourselves and at the world around us within an Exhibition Design context.  
It raises questions and seeks answers to finding out what makes an Expo pavilion in the twenty first century really successful in terms of visual communication, accommodating large international audiences and controlling a high volume of visitor flow.

SPATIAL ANALYSIS
The first part of this project is a spatial analysis that explores different structures through a series of sketch models (below).  These sketch models investigate analogies and metaphors of space, interior and exterior space and positive and negative space.

Analogies and metaphors of space incorporate the concept of the twist which was an idea that was abstracted from the structure, shape and coffee making process of the coffee pot. Analogies to coffee language such as 'filtering of ideas', 'aroma of thoughts' and 'solution' can be made as well as the idea of linking the individual to the global from one space to the next through the twist.

The sketch model below investigates the idea of interior and exterior space through an analysis of materials and structure.  Each of the panels would be made of mirrored glass through which one can see through one side, but not through the other.  This not only gives an illusion of space but also enables visitors to perceive and interact with space differently.

Positive and negative space (below) is an idea that was influenced from the Gestalt theory.  It creates shifts of perception.  The sketch model below prompts the viewer to question whether they see a face or two vases or maybe they can see both at the same time?  This idea was investigated in relation to the semiotics of objects in relation to space and how people from different cultures bring their own associative meanings to objects and art.  Once again, this emphasises the link between the individual and global.

FINAL CONCEPT

The final concept incorporates the twist concept as the central feature that will link other zones together.  This central area will be where visitors pass back and forth to communicate ideas and opinions that have been the focus of the surrounding zones.

A series of exploratory sketches were carried out to investigate positive and negative space and the effects of lighting.  These sketches also helped with deciding on the type of visual content that was to be used in each zone.

The pavilion would be constructed of tensile fabric which has many advantages in that it can be quickly erected, reused and creates striking visual lighting effects. The model above shows how  LED lighting would be used to project beams of light from interior to exterior with the aim of drawing people into the pavilion.  The model below demonstrates how interior lighting would be used within the interior to create special effects against the tensile fabric.

NARRATIVE AND VISITOR FLOW

The plan above shows the five thematic zones of the pavilion.  The pavilion is free flow which not only enables visitors to go back and forward to revisit different zones, but also places emphasis on the visitors being an analogy to the flow of coffee circulating around the pavilion.

ZONE 1 - AGRICULTURE

Zone 1 places emphasis on the farming, harvesting and sustainable production of coffee through a series of wall projections displaying different farming communities from around the world and different climate conditions.  The images above display the exploratory process of structural components, lighting and visual effects.

ZONE 2 - TRADE

Zone 2 introduces the theme of Trade through a large interactive floor map of coffee producing countries from around the world.  Visitors will be able to navigate themselves around the map and stop in countries where they wish to hear information about the import and export of coffee and fair trade.

CENTRAL ZONE - EXPRESS YOURSELF

Express Yourself is the centrally located zone that falls under the twist.  It encourages visitors to act, interact and react through different types of media that evoke the senses and provoke ideas and dialogue.  
Below is the Aroma wall where visitors can touch different panels to release different aromas of coffee from around the world.  They are then encouraged to write down their feelings or associations with that aroma and this is then fed into a computerised floor projection.  
Visitors will be able to walk along this floor projection and be part of an open, international visual dialogue.

ZONE 4 - COFFEE PREPARATION

Zone 4 enables visitors to interact and create their own unique blend of coffee.  Through a touch screen wall, visitors will be able to select their own coffee blend and flavour which will then produce a free sample to taste.

ZONE 5 - COFFEE CONSUMPTION

Zone 5 focuses on educating people about coffee consumption around the world today.  The coffee tank is an interactive exhibit that encourages visitors to dispose of their empty coffee cups from Zone 4.  As the level of the tank rises, certain facts and statistics will be shown about coffee consumption around the world.  

FINAL PRESENTATION
The final presentation incorporated the twist concept through a series of three alternating panels (below).   The idea is to capture the feeling of movement and flow from interior to exterior through the way visitors move and experience the development of the project from the start to the end.

THANK YOU 
For further information please contact ana-farhana@hotmail.com