Creating your design concept
You can deliver a unique design by digging deep into the question: “What does the space need?'“
Your client signed the proposal! But the lease requires the project to be open in 90 days! You got this. You head to your office filled with energy...
Here are 7 steps to get you running (in the right direction) towards a concept that will exceed expectations
One week till you present your design concept
DEFINE THE PROGRAM.
Client’s dream?
Their brand identity? Its concept?
Space physical challenges?
Customer demographic?
Building code considerations?
Define concept presentation deliverables?
A program is your guard rails. Push against it with ideas, it’ll keep you on course & from falling into disaster.
2. CURIOUSITY. DEEP DIVE
Gather photos –space, product, brand, history, mood etc.
Search the internet & social media for mood concept
Competition analysis
That stack of magazines in the corner of your office, pull inspiration out.
3. GO ANALOG.
Pin 50 of those images & ideas on a wall. Circle elements, shift them around by a category; color, texture, or mood.
Sketch, Sketch and Sketch. Don’t be pretty. Use your hands to get your thoughts out. Get sketches up on the wall.
Keep using those hands for a Mood Board. Grab materials - fabrics, metals, stones, glass, woods, flowers, suspenders, tchotchkes & etc. Lay items near your wall.
Take 10 steps back. Be open as well as critical. Move the items you like towards the center, others towards the perimeter.
Now walk away.
4. GET DISTRACTED.
Take a deep breath.
Time for a mental break - go for a walk.
Work on another project.
Socialize your thoughts. Design is a team effort.
Break over.
5. TWO STEPS FORWARD AND NOW A STEP BACK.
Add/Subtract from your wall. You’ve talk and reflected - What is missing? Dig back into your initial Deep Dive sources & add items to your collection.
Step back and look. What seems “right” what does not work - discard and add as ideas flow.
Write words & adjectives. Pin them up.
Cull items. Be ruthless. Be invigorated. Get teammates opinions. If a thought isn’t on the wall, sketch or find it.
Sketch over your floor plan. Mark functional areas, note customer journey, and add furniture and casework.
Repeat steps 1 -4 until the day before your Client meeting.
6. TELL YOUR STORY.
Write Concept statement. Those 1 to 2 sentences that summarize your ideas are right in front of you. Look and write.
Gather your top 15 images and sketches. Organize them by your concept statement
Clean up those floor plan sketches with only the valid concept ideas
Narrow down your mood materials. Bring the materials loose; allowing your client to pick up and touch materials to engage.
Prepare an outline of talking points that link your concept to the images, plans and materials.
7. PRESENT.
Go be yourself, be enthusiastic, have fun, be confident. Based on the work you have done, it’s clear you have thought about your client’s success.
