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DESIGN IS2011
BEHIND THE SCENES
THE
MU
SIC
PR
OJE
CT
1
52
THE MUSIC PROJECT We expose our design process with an unexpected
network of designers led by Todd Bracher to produce The Music Project.
THE POWER OF SMALLJohn Peterson, the founder of Public
Architecture discusses the power of pro bono and how the 1% program is
making a huge difference in the business of design and in the lives of those that
design impacts.
ON THE EDGEAn in-depth view of our most
liberating carpet collection yet, 18x36 tiles designed to add a
whole new dimension to your space.
DESIGN IS… AWARD FINALISTSA view of the finalists for the 2011 Shaw Contract Group Design is… Award, a group of firms from around the world that are redefining the very idea of what design is.
GLOBAL GROWTH Our Director of Global Operations provides insight into development in China and the opportunity that it creates for the design and construction industry.
SURVEY SAYS: DESIGN IS SOCIALWe publish the results of our social media survey revealing the sites you use, the way you access information, your favorite blogs and more.
C O N T E N T STABLE OF
For a multi-media experience at
www.shawcontractgroup.com.
Watch videos, download playlists,
shop for apps. Design is virtual.
VIRTUAL EDITION ACTIVATED
WILLIAM MCDONOUGH {f ive on the edge}
Architect, designer and Cradle to Cradle design activist. Together with
German chemist Dr. Michael Braungart, McDonough sustained a green
revolution with their 2002 book Cradle to Cradle: Remaking the way we
make things. Everything in abundance, always.
{ f ive on the edge}This handful of leaders throughout the magazine defied convention,
broke the rules and charted their own flight patterns. The world will never be the same. Lucky world.
VIRTUAL EDITION
Shifting our thinking and constantly changing the way we look at things has been a key part of our success of Shaw Contract Group. By engaging others in our design process, we are able to flip our perceptions to produce new and unexpected results. This issue gives you an insider’s view at the development and launch of our NeoCon 2011 introductions, including our collaboration with an unexpected network of designers led by Todd Bracher to produce The Music Project.
We are also shifting our thinking in how we best service international markets. We take pride in our domestic manufacturing; it creates jobs in our local communities and allows us tight control on product design and quality. But we must shift our thinking to better address opportunities abroad.
But it’s not just our products and manufacturing processes that are shifting. The rapid innovations in technology are shifting how we need to communicate. With the growth of social media, we are exploring new ways to share information.
Equally important, we are encouraging others in the business of design who are pioneering a shift. We do this through our support of Public Architecture and recognition of firms from around the world through our Design Is…Award program. You can support this shift too by casting your vote for the People’s Choice Award at www.shawcontractgroup.com where we add social media democracy to the award process.
And the shift goes on. For more details, including videos of the photo shoots and more about our NeoCon Showroom you can visit us online to see an expanded e-version of the magazine.
Thanks for Shifting with us.
John Stephens, Vice President, Marketing
Brooklyn is a design epicenter, China is creating opportunity for the global economy and designers are leveraging social media in creative ways. Companies are shifting their understanding of Social Responsibility, realizing it can be an important tool to meet business objectives as well as a moral imperative. This magazine explores all these issues, plus recognizes the sixteen finalists for the 2011 Shaw Contract Group Design Is Award who shift the very idea of what design is. FE
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DESIGN IS SHIFTING.
Activated wherever you see
2 design is 3
BOB DYLAN {f ive on the edge}
Singer, songwriter, poet, painter. In 2008, the Pulitzer Prize jury awarded him a special
citation for “his profound impact on popular music and American culture, marked by
lyrical compositions of extraordinary poetic power.” Rock on.
Designer Todd Bracher views music as a primitive art form that crosses cultures and breaks barriers. His collaboration with Shaw Contract Group is a visual interpretation of this universal language, a harmony of sound, design and science. And even the absence of noise is seen loud and clear.
D E S I G N I S S O U N D .
pictured: ambient tile
4 design is 5
Stopcollaborate
and listen (to the music)
For Todd Bracher, the challenge of design, the aspect that makes it truly interesting and valuable, is encapsulated in collaboration.
“The most interesting part for me, the reason I collaborate so often, is to learn.
“If I’m not collaborating, I’m not learning. Only feeding myself is not the best way to be creatively inspired.”
Bracher, a furniture and object designer, has spent his entire professional career in Europe working with brands like Cappellini and Fritz Hansen.
Despite his success to date, don’t expect Bracher to revisit his previous projects any time soon. “After I’ve done several pieces of furniture, I’m less interested in answering a call to create another iteration of something I’ve already done. I’m more interested in something that I don’t know anything about.
“When Shaw Contract Group called about working together on a carpet collection, I had no idea what to say, other than ‘yes!’, ” says Bracher. “I didn’t know anything about flooring going into the project, so this was a fresh opportunity, a chance to see a product with new eyes and to think about something that I’ve never considered.”
Reesie Duncan, the creative director for Shaw Contract Group, noticed Todd’s work and was immediately drawn to Todd’s portfolio of design for European firms. “Todd is an ideal partner for us because he is a flooring outsider. Because he isn’t concerned about manufacturing constraints, he pushes our team to form a different perspective.”
“ If I’m not collaborating, I’m not learning. Only feeding myself is not the best way to be creatively inspired.”
pictured: jazz tile
pictured: Reesie Duncan and Todd Bracher
hear live conversation
VIRTUAL EDITION
6 design is 7
ALGORYTHMIC DUOWorking with Todd were Rui Pereira and Lucas Werthein, two grads from NYU’s Interactive Telecommunication Program. These international programming gurus (Rui is from Portugal and Lucas hails from Brazil) developed the software that took the music tracks and generated graphics based on audio cues of the track.
Much like Todd, Rui and Lucas are flooring outsiders, having no previous experience working with carpet. Yet, their perspective was fresh and innovative, not constrained or clouded by the norms of the commercial industry. Both are passionate about programming and technology, without losing sight of an emotional component, making their work real and full of life.
Rui and Lucas were also commissioned to develop an interactive component for Shaw Contract Group’s Chicago showroom. They designed a visual encounter that allows customers to view inspiration graphics as they migrate, merge, and change color and scale. This feature is visible upon entering the showroom, greeting guests with the visual design of the audio inspiration tracks that will be playing throughout the space.
You can check out other projects by Rui and Lucas by visiting their personal websites.
http://www.rux-werx-here.net/
http://www.lucaswerthein.com/
Sound designOnce Todd was on board, he delivered quite a task to Shaw Contract Group: create flooring
with universal meaning. “Whatever I design, my goal from the outset is to capture meaning and make it universal,” he says. “That’s why I turned to music for my inspiration. It’s
a primitive art form that crosses cultures and breaks barriers. It’s something that we all relate to.”
We all connect to music. There’s familiarity. The link that we all share is the common bind of The Music Project, a new modular carpet collection
by Shaw Contract Group.“A bank or firm or office can say that their space is about classical
music. Now, it represents something to them,” states Bracher. “It’s not just stripes or patterns; it now has meaning to them. Whether it’s classical, jazz, ambient or electronic music, you can relate to what’s in the space.
“When you get it, when you understand it, you fall in love with it. And that’s the challenge we took on with The Music Project.”
So how do you take an auditory medium and make it visual?
Todd sought out Rui Pereira and Lucas Werthein, computer programming alumnus from New York University. They worked together to create a software program that produces a graphic based on an imported music track. “The software works as a physical environment, it has gravity, speed, time, and form,” according to Bracher. “The audio is programmed to influence this environment to ultimately result in an image directly related to the music.”
Todd and the Shaw Contract Group design team then “curated” the images so that they would properly translate to the floor. “Visually, some of the designs were very interesting, but they did not translate well to the carpet tufting machines. Or, they simply would not have been successful carpet designs. Collaboration involves trust and this is an area where Reesie and her team provided their expert perspective.
“That’s probably been the biggest challenge for me. Since I don’t live in the flooring world, it was often hard for me to suggest changes because I don’t know the machines. So Reesie and her team have been obsessively trying to please me, which I think is crazy,” Bracher jokes. “But again, that’s one of the areas of collaboration that is so exciting. We all bring our talents and skills to the team and go from there.”
GRAPHIC CUESVisual interpretations set the tone for the collection’s genres.
class ica l
jazz
ambient
e lectronica
“ The audio is programmed to influence this environment to ultimately result in an image directly related to the music.”
Visit our virtual edition to sample the sounds that inspired the collection.
THE MUSIC BEHIND THE PROJECT
VIRTUAL EDITION
8 design is 9
The Music Project plays onThe result is a collection of five tile products - Jazz, Classical, Electronica, and Ambient music. The Music Project also
includes Silence, a solid pattern element to offer a ‘break’ within the visual music of the collection.“We chose musical genres that made sense, not ones that we saw as too niche,” says Bracher. “What company wouldn’t
want to be connected to or identified with classical music? The free spirit of jazz made sense; it can go anywhere and has become a signature pattern. Ambient represents the peaceful and serene. Electronica is more experimental and fun.
“This entire collaborative process has been a search for a concept that was relevant to designers, end users, and new markets. We wanted to create a way to make flooring more accessible and relatable. This has been a valuable exercise for the whole team, me in particular, but we have achieved our goal of defining the meaning of a space.”
The Music Project, a veritable jam session of design, launches at NeoCon World’s Trade Fair 2011.
MELODIC HUES OF THE MUSIC PROJECT Strike up the shades. The collection’s colorful composition is inspired by rhythmic lighting at music venues from around the world.
pictured: jazz tile
10 design is 11
pictured: electronica & silence tilepictured: electronica tile
12 design is 13
pictured: classical tile pictured: classical & ambient tile
14 design is 15
CRADLE-TO-CRADLE PRODUCT DESIGN
Shaw Contract Group continues to advance cradle-to-cradle design as a means to reduce our environmental impact. The basic ingredients of our carpet – Eco Solution Q® nylon and EcoWorx® backing – are designed to be recycled over and over again. We’ll even collect it at no charge when it’s reached the end of it’s usable life. It’s our way of reducing landfill waste, saving energy, and increasing recycled content within our products.
WASTE REDUCTIONShaw is the reclamation leader of
post consumer carpet, having diverted over 400 million pounds of carpet from landfills since 2007. A new Reclaim to Energy facility is converting 84 million pounds of post consumer carpet to energy annually, replacing traditional fossil fuel boilers. Clear Path Recycling is processing 160 million pounds of plastic soda bottles into polyester fiber. Shaw is also investing in GeoHay, LLC, a firm creating new uses for post consumer carpet.
MAkE IT RIGHT FOUNDATION
Not only is the Make It Right Foundation rebuilding the Lower 9th Ward, one of the hardest hit areas of New Orleans by Hurricane Katrina, it is doing so by using healthy, safe and sustainable materials. The end result will be 150 energy efficient and affordable homes, all of which feature beautiful – and recyclable – Shaw carpet.
TORNADO RELIEF EFFORTS
When tornados struck close to home in May, Shaw and its employees quickly responded with trucks carrying water and supplies, and with helping hands. A $50,000 donation went to the local Red Cross while 250 impacted school teachers received gift cards for school supplies. The company also established a Disaster Relief Program for Shaw associates to receive assistance with temporary lodging, food, clothing, house repair, transportation and medical expenses.
UNITED WAYShaw supports United Way and its
ability to impact a broad segment of the community through their financial support of local organizations. Shaw and its employees annually donate more than $2 million to chapters in Northwest Georgia. In 2010, employees contributed more than 130,000 volunteer hours to various United Way agencies.
DIFFAShaw Contract Group sponsors the
Design Industries Foundation Fighting AIDS, one of the country’s largest supporters of direct care for people that are living with HIV and AIDS, as well as preventive education for those at risk.
Social ResponsibilityShaw is working for the public good by supporting a variety of programs and initiatives. Here are a few highlights.
Online communities with hundreds of millions of participants are breathing new life in what was
insignificant just a few years ago. New models for collective action like Kiva (for microfinance) and Kickstarter (for donations) take advantage of our inclination to give in small amounts to a cause we find compelling. Both sites aggregate thousands and thousands of small investments with a low barrier of entry into start-up financing for projects benefiting the public good. By signing on, the funder not only sees their own commitment, but they see the commitment of tens or hundreds or thousands of individuals like them to the same cause.
The 1%, a program of Public Architecture, asks designers to make a similar commitment. Instead of asking for money, however, we ask for time. We ask design firms to commit a minimum of one percent of their billable hours to pro bono service. One percent of a business’ income is nothing to take lightly. Our largest participating firms like Gensler, Perkins + Will, or HOK each
donate the equivalent of well over ten full-time staff every year. As individuals, we have only a limited capacity to help communities and nonprofits in need. As firms, as a profession, we can deliver on our collective commitment to serve health clinics, schools, day care centers, libraries, and make those environments worthy of the importance they hold to the health of our communities. Currently The 1% program has more than 900 firms (employing over 14,000 designers) committing an estimated $37 million in pro bono services every year.
Shaw Contract Group makes its own commitment to small change on a massive scale. In 2009, Shaw approached us with the offer to commit one percent of the gross sales of their Homage carpet line to support The 1% program and the hundreds of nonprofits in our network. One cent on every dollar may not seem
like much, but the thousands of designers that specified Homage carpet since its launch two years ago has directed more than $125,000 to The 1% program. Given that Public Architecture’s efforts leverage
EDNA ADAN ISMAIL {f ive on the edge}
Midwife, activist, former Foreign Minister of Somaliland. In 2002, Edna established the first
world class maternity hospital in Somaliland using her own personal savings and the help of
a nonprofit established by a group of retired US teachers, Friends of Edna Maternity Hospital
(www.EdnaHospital.org). Since opening, the hospital has delivered 10,000 babies, established
midwifery education programs and greatly reduced the maternal mortality rate.
John Peterson, AIA, founder and president of Public Architecture explains
The Power of SMALLOne penny, one second, one percent are measures of smallness. They are the leftover, the parts of everyday life we accept as inconsequential. Yet smallness has a new champion.
P.S. 16, Staten Island, New York; Peter Mauss / Esto
P.S. 192, Manhattan, New York; Peter Mauss / EstoMacArthur Health Center,
Oakland, California; Grey Crawford
P.S. 42, Queens, New York; Jeff Goldberg / Esto
Homeless Prenatal Program, San Francisco, California; Mark Darley / Esto
the actions of thousands of designers, this investment in turn has helped more than 120 nonprofits get access to over $6 million in pro bono design services.
The design industry has never integrated public service into its ethical or business platform. For a profession as publicly minded as ours, as sensitive to the impact our decisions have on the wellbeing of the public that lives and works in the spaces we create, this represents a tremendous missed opportunity. One percent of an eight-hour day is a little over four minutes. Add those minutes together across the profession, all 1,000,000 designers of the built environment in this country, and you have a 10,000-person firm working full time, year round, exclusively on projects for the public good.
For more about Public Architecture and The 1% visit www.theonepercent.org.
16 design is 17
EDGEON THE
Pattern and color are
sketched, washed and
traced along 18x36
tile edges to create
daring layers of design.
And installation takes
audacious forms, freeing
the boundaries of your
space. Activate the edge.
Design is liberated.
AC
TIV
AT
E T
HE
ED
GE
RAY AND CHARLES EAMES {f ive on the edge}
The husband and wife team that shifted modern design, in form and function.
They made sleek, simple and practical form accessible to the masses through
their furniture, architecture, movies and toys. To this very day, some of the most
influential examples of modern design bear the Eames name.
HORIZONTAL EDGE pulsates in colors: 67155 oatmeal margin + 67156 paprika margin. | Activated to create a change in scale and CONTRAST
18 design is 19
Q U E S T I O N & A N S W E R
AC
TIV
AT
E T
HE
ED
GE
DESIGN IS LIBERATING. HOW SO?Boundaries of design are shifting. The idea of singular disciplines is becoming extinct. Designers are crossing boundaries of mediums and interior designers are crossing between project types. We wanted to introduce a new way of thinking about carpet tile. Design a collection that provides the opportunity to explore unique, individualized design ideas.
We envisioned flexibility with the collection from the initial concept. The more we explored, the more excited we became about all On The Edge can provide. It can add scale, create movement and define space in a very architectural way. That is liberating.
HOW DOES ON THE EDGE ADD SCALE, CREATE MOVEMENT AND DEFINE SPACE?Movement comes from shifting tiles to create multi directional shapes, organic formations and creating an ombre flow of color across the space. The styles within the collection can create quiet spaces defined by the edge, distinct pathways, tension between spatial geometry and asymmetrical shapes and scale. The beauty of the product is no matter how you install it, the random patterning on the edge of the products create a dynamic space.
To really illustrate O
n The E
dg
e installation p
ossib
ilities, pho
tos w
ere taken from
abo
ve. M
ore activating
to b
e do
ne.
Liberate your space. Align
the edges on the face of
the carpet to create endless
patterns and add a whole
new dimension to your
design. Add scale, create
movement and point the way.
For traditional installation
methods, follow the arrows.
To activate the edge,
follow your instincts.
Tune in for installation activation video.
What’s so liberating about On The Edge? The answer to this and many other questions revealed in a conversation with Shaw Contract Group Design Manager, Shannon Cochran and Creative Director, Reesie Duncan.
VIRTUAL EDITION
20 design is 21
WHY IS THE RECTANGLE IDEAL FOR ON THE EDGE? The rectangle offers something different for designers to explore other than a square. There are more installation options inherent with the 18x36 dimensions that give designers more flexibility with the floor. The elongated size also lends itself to patterning on the edge. We were able to use this element to create even more flexibility with the product when you “activate the edge.”
WHAT DOES activate the edge MEAN? Activate the edge is a graphic design term used when you add a color or pattern to the edge to create tension, interest or contrast between the visual and the edge. Essentially, this is what we wanted to achieve with On The Edge. Traditionally, carpet tile is installed following the arrows on the back in preset installation methods. This collection adds a second layer of design by giving the designer the ability to “activate the edge” or install the carpet by looking at the pattern on the face of the carpet. You can expand scale quickly depending on how the tiles are placed together. You can create unique patterns to realize your individual design ideas.
ACTIVATE THE EDGE
IDE
AS
HORIZONTAL EDGE reverberates in color pewter limit | Activated to create large-scale GEOMETRIC shapes
DE
FY
PA
TT
ER
N Q
UO
VIRTUAL EDITION
While the options are bound only by your imagination, we have featured multiple activation ideas in the architectural folder and on our website.
22 design is 23
CO
LO
R O
N T
HE
ED
GE
VERTICAL EDGE blurs the lines in colors blue limit 67516 + pewter limit 67515 + gunmetal verge 67555 + shimmer fringe 67585 +
MINIMAL in colors limit 64515 + verge 64555 + fringe 64585. | Activated to create an OMBRE color flow
A big ah-ha moment during the Sneak
Preview was color. We reviewed an early
colorline with the group and after much
deliberation they proposed that we
simplify the palette to three shades of
warm and cool tones.
YOU PREVIEWED THE COLLECTION TO A GROUP OF DESIGNERS PRIOR TO ITS LAUNCH. WHAT WAS THE RESPONSE?We hosted a Sneak Preview for select designers from across the country. This process is something Shaw Contract Group has utilized to refine our NeoCon introductions for the past 10 years. It’s great to step back after working on a collection and get outside input and ideas for what should be adjusted, expanded upon or removed. Through this process we finalized the scope of the collection. There are three patterns, Vertical Edge, Horizontal Edge and Abstract Edge. Vertical Edge integrates areas of transparency and density in the vertical edge of the tile. Horizontal Edge bisects the vertical nature of the tile and was inspired by reverberation on a static surface. Abstract Edge explores the idea of pattern disappearing and reappearing with an almost vapor feel. Minimal and Merge work as essential textures or expansion points within the patterns to increase scale. Scale is a solid color tile that is great for an accent of color, on its own for a solid field, or used in multiple colors for a dramatic installation.A big ah-ha moment during the Sneak Preview was color. We reviewed an early colorline with the group and after much deliberation they proposed that we simplify the palette to three shades of warm and cool tones. This would allow us to have a base with two options, a more subtle color accent and a bold color accent. The group felt like it allowed them to mix colors within one main family and add another level of flexibility to the collection.
24 design is 25
Activated to create ORGANIC lines | ABSTRACT EDGE performs optical illusions in color oatmeal margin 67155.
1. Desk: Uffizi Rectangular Top Table with Metal Legs designed
by Archinet for Tuohy
Desk Chairs: Visavis 2 designed by Antonio Citterio for Vitra
2. i2i Chair from Steelcase
3. Await Three-Seat Sofa from Steelcase
4. Campfire Collection Big Lamp by Turnstone from Steelcase
5. Eclipse Armchair designed by Philippe Bouix for Roche Bobois
1
3
4
5
2
P R O P P I N G U PFurniture and lighting selected for the On The Edge photoshoot.
26 design is 27
Installed in BRICKABSTRACT EDGE stacked in colors: shimmer fringe 67585 + brite green fringe 67586.
Installed in HERRINGBONEHORIZONTAL EDGE on the brink in color: ochre verge 67556.
Insets of MINIMAL in color: verge 64555.
MANY FORMS OF INSTALLATIONThe bold 18x36 shape gives new meaning to standard installations. Weave it, stagger it, give it the herringbone treatment. Any way you lay it down, the collection is always On The Edge.
28 design is 29
Installed in MONOLITHICVERTICAL EDGE lines up in color: oatmeal margin 67155.
Insets of SCALE in color: oatmeal 95114.
Installed in MONOLITHICForeground: MINIMAL glows in color: limit 64515. Insets of VERTICAL EDGE in color: blue limit 57516.
Background: MERGE shines in color: blue limit 57516.30 design is 31
Installed in HALF-BASKETWEAVEMERGE fuses in colors: brite green fringe 67586 + shimmer fringe 67585.
Installed in HALF-BASKETWEAVESCALE balances the room in colors: shimmer 95515 + sterling 95518 + mineralite 95155 + oatmeal 95114.
32 design is 33
design is... award finalists 2011
How do you define design when design is ever-shifting?
Nearly 1,100 unique definitions of design since 2006. That’s the number
of projects entered in the Shaw Contract Group Design Is… Award
program. Celebrating the power of design to heal, teach, inspire and
improve life for the better, Design Is… recognizes exceptional design
within the commercial interiors industry. The projects pictured here are
the 2011 finalists as chosen by an esteemed panel of design experts,
including D.B. Kim, Eileen Jones, Fedora Preschard, and Gayle Lane.
The winning spaces will be announced on August 5.
Let there be light.During the very first brainstorming session, the employees of one of Canada’s largest
media companies unanimously agreed that the founder is a very jovial, approachable man. But being relegated to the executive floor with his immediate team was isolating this people-person from the rest of his people. The resulting light-infused re-do not only reflects his personality and the values and roots of the firm, but also welcomes all employees from all five floors to the space—vibrantly.
Design is welcomingBrowse all of the finalists and vote for your favorite to win the People’s Choice Award.
Take matters into your own hands.
WHICH PROJECT BEST MEETS YOUR
OWN DEFINITION OF DESIGN?
Vote now and vote often at www.shawcontractgroup.com
VIRTUAL EDITION
ID+S Design Solutions Inc.Project: Astral Media | Location: Montréal, Quebec Canada
34 design is 35
Park Plaza HotelsProject: Park Plaza Westminster Bridge | Location: London, UK
At the heart of campusThe design team of this educational space looked not only at the aesthetic
qualities of the project, but the social, environmental and functional parameters as well. Technology shaped the design and a variety of flexible spaces were created for students to interact. During the day, the bridge, which links the library to the tutoring commons, serves as a casual seating area to socialize, access Wi-Fi or meet for study groups. In the evening, furniture is easily moved to accommodate poetry readings, receptions and other social gatherings. The second floor, which houses book stacks, features frosted resin stalactites that allow ever-changing shadows and silhouettes to activate the space. And the project’s environmentally friendly materials, including Shaw Contract Group carpet, were chosen for low maintenance while providing a sophisticated look.
Design is shared
Loving the art of the everyday
The journey from check-in to guestroom through the biggest hotel in London makes an indelible impression. Though grand in scale, the space is never intimidating. There’s always a balance between clever and practical, comforting to guests, functional for staff. And subtle design touches keep each guest experience personal and bespoke, from differing artwork in each room to curving the building to create different views—right down to love poems printed upon the carpet.
Design is understated
AECOMProject: CNM Student Resource Center | Location: Albuquerque, NM
36 design is 37
Catalyst for cultural changeThe big challenge: reconciling the client’s culture-transforming goals with a tightly
constrained budget and an unchangeable, multi-phased construction schedule. The strategy: focus the design effort and construction budget on large, impactful
moves aligned directly with workplace tactics, moves that could succeed with simple detailing and the creative use of modest and enduring finishes. The success of the project is measurable on many levels. The project was awarded LEED CI Gold certification. Collaborative space increased by 30%, energy costs reduced by $900,000 per year—and new recruits report that the fresh, open facility was a deciding factor in choosing to join the company.
Design is st rategy
GenslerProject: Beckman Coulter World Headquarters | Location: Brea, CA
GenslerProject: Aflac | Location: Columbus, GA
Even greater than the sum of its partsThe big idea: create a branded space that references the promise that is “The Aflac Way.” And that promise is realized with brand
elements throughout the space, including real customer testimonials, critical to the company’s culture. Creating a new campus-wide conference center facilitates cross-departmental interaction, while re-envisioning the typical corporate cafeteria from a dark, generic single space to a bright, branded multi-setting destination draws staff from around the campus. The new space provides large presentation capabilities and encourages employee social interaction. And as an insurance company concerned with the health and well being of their customers, a fully functional, branded gym provides a place for employees to focus on their own health and well being. The client received its LEED-CI v2.0 Gold Level Certification, the first Certified project in Columbus, Georgia.
Design is in formed
38 design is 39
20 Below StudioProject: Syngenta Seeds | Location: Minnetonka, MN
Lawfully inspiredLaw firm Holland & Hart had previously occupied an extremely ordinary
and conservative space with very little personality. Their new office is centered on showcasing the power and talent of the partners, while conveying a sense of joy and comfort for visitors. The strategic use of materials that collect and diffuse natural daylight throughout the office reinforces visual adjacencies and capitalizes on the city’s most vitalizing resources: views and light. Paramount to the design is the bold “bumblebee” stripe carried throughout the millwork and reinvented subtly in the flooring. Today, the elegant and understated office inspires the entire firm. They’ve discovered that their workspace parallels their own approach to law practice–personalities and all.
Design is personal
Collaboration outside the boxA truly collaborative design process from start to finish, this LEED Gold certified space began with a
conversation and a simple client request. Bring us out of the box—literally and figuratively. The project was thoughtfully planned, budgeted, scheduled and designed, engaging all disciplines from day one. The honest use of natural materials paired with simple artistic details to honor their agrarian roots helped support the company’s overall vision and core values of community and collaboration. The project was viewed from all angles, and everything from comfort to sustainability, from program to carpet, from the big picture down to the smallest detail was examined. As one employee put it, “it’s amazing…the team truly thought of everything.”
Design is a conversat ion
Lawfully inspiredLaw firm Holland & Hart had previously occupied an extremely ordinary
and conservative space with very little personality. Their new office is centered on showcasing the power and talent of the partners, while conveying a sense of joy and comfort for visitors. The strategic use of materials that collect and diffuse natural daylight throughout the office reinforces visual adjacencies and capitalizes on the city’s most vitalizing resources: views and light. Paramount to the design is the bold “bumblebee” stripe carried throughout the millwork and reinvented subtly in the flooring. Today, the elegant and understated office inspires the entire firm. They’ve discovered that their workspace parallels their own approach to law practice. Personalities and all.
Design is personal
BURKETTDESIGNProject: Holland & Hart | Location: Salt Lake City, UT
40 design is 41
GGLOProject: The Allison Inn & Spa | Location: Newberg, OR
Dekker/Perich/SabatiniProject: The Thornburg Campus | Location: Santa Fe, NM
Collective delightWith deep family roots stretching back to the 1850’s Oregon Trail, the owners of this inn and spa had a distinct vision for their
property. Create a feast for the senses that celebrates the Willamette Valley’s bountiful agriculture and verdant natural landscape. Through a feat of true collaboration, over 30 field-leading engineers, hospitality consultants and arborists joined the project design team of architects, interior designers and landscape architects. Holistic solutions were developed, vetted, and coordinated among all disciplines. And the teamwork paid off. The inn delights all of the senses through natural views and finishes, crafted details that invite touch, sounds of water and a crackling fire, the perfume of scented plants and the tastes of delicious food, locally grown.
Design is human
New Old Santa Fe
Two design firms, one purpose. Distill the client’s corporate essence into 100,000 square feet of physical space and create one of the most employee-friendly, eco-intelligent buildings in the Southwest—all within the highly regulated architectural mandates of the city of Santa Fe. The resulting “New-Old Santa Fe” style blends the iconic and familiar with the functionality of a state-of-the-art work environment. And the design of this building makes a difference in the workday experience of each employee with improved indoor air quality, abundant daylighting and personal control over temperature and comfort in each workspace.
Design is expressed possib i l i ty
42 design is 43
Gow Hastings Architects Inc.Project: The Fashion Institute, Humber College | Location: Toronto, ON Canada
More hospitable healing
As the only women’s hospital in the region, this healing space was designed to become a destination point for women’s healthcare needs. The design team created spaces to nurture patients while embracing the family experience. Each waiting area has a playful array of finishes such as a resin divider that provides security as well as privacy, while filtering ample natural daylight for peaceful illumination. Soothing gathering spaces pull focus to family and visitors. Splashes of color serve as focal points for positive distractions throughout the hospital. The overall design is a cohesive collection of hotel-like elements that enrich the lives of patients, visitors and staff.
Design is enr iched
Playful with purposeFrom swinger bar to fashion school, this re-imagined learning space is playful and
purposeful. Defined by its clarity of form and proportion, the new space offers clean lines, refreshing materiality and imaginative use of color and light. The bold palette provides contrast to the existing 10,000 square foot facility, which was converted into a fashion studio, computer lab and offices. The confined space was opened up and a large showcase window was installed at the front of the school for fashion displays. Glazed slot windows from the main corridor allow passersby a glimpse into the labs. The project is a fashion coup, revitalizing the community and boosting enrollment.
Design is imaginat ive
HDR Architecture Associates, Inc.Project: Methodist Women’s Hospital | Location: Omaha, NE
44 design is 45
Straight up happy space
The complex floor plan of this office workplace required some fresh design direction. Through vertical organization, the design team was able to dynamically connect workspaces to communication areas—blurring the boundaries between working, meeting and socializing. The reconfigured space introduces a new way of working with an open and informal atmosphere. And in it, people feel at home, inhabiting the happy. The project now serves as a pilot for other workspace design, experimenting with workflow, facilities aspects, aesthetic elements and sustainable materials.
Design is vert ica l
A highly visible natureBank building as billboard. That’s the bright idea leading to the 160-foot RGB
LED-lit glass wall. While the rest of the structure is relatively tame and blends in with the surrounding brick-and-stucco strip mall architecture, the illuminated glass wall can be seen for miles around. Etched with patterns of local prairie grasses and flowers, the glass feature cuts through the interior of the building and delineates private from public, and acts as a defining wall for the program. To support the striking presence, the rest of the interior is kept clean, modern and simple. This balance of conventional and bold generates a sense of stability about the space, its architecture an advertisement for the bank’s own brand.
Design is i l luminated
Kraaijvanger · UrbisProject: Univé-VGZ-IZA-Trias | Location: Arnhem, Gelderland (Netherlands)
RDG Planning & DesignProject: First National Branch Bank at Metro Crossing | Location: Council Bluffs, IA
46 design is 47
Grounded in EamesHow do you create a dynamic product showcase in a 1956 warehouse with a lofty
bowstring truss roof structure? The answer is grounded in a collective design of the environment with an attention to detail that reflects craft and creativity in the spirit of Charles and Ray Eames. The spatial shape development, intriguing long views, dynamic digitally programmable light fixtures, floating Eames millwork screens, the reconfigurable meeting room and richness of materials all co-share the design spirit of the client. Most importantly, the design met, and in most cases, exceeded the client’s goals and objectives for project display and promotion, agility for change, client experience and environmental stewardship. The project had targeted LEED CI Gold certification and in the end achieved Platinum certification. It’s more than a showroom. It’s a platform.
Design is lo f ty
Fully linedThere’s a strong connection here. Streaks of light, color and configuration
define the interior of this Japanese media company—all in perfect line formation. A major supplier of cable television and digital satellite TV, the lines throughout the space are evocative of running cable, the nearby Tokyo railroad and a general harmony between dignity and simplicity. And as a subtle nod to the company’s link to the entertainment world, guests entering the building are given the red carpet treatment.
Design is l inked
Sumisho Interior International Inc.Project: Jupiter Telecommunications Co., Ltd. | Location: Tokyo, Japan
tvsdesignProject: Herman Miller Showroom | Location: Los Angeles, CA
48 design is 49
So-Cal styleDesign firm o+a began the
Dreamhost project with a concept inspired by the beach culture of Southern California. By moving 60% of its workforce from private offices into shared space the design team helped the web company change its work culture. In the modern business environment, a new business initiative is as likely to be hatched over a cup of green tea or a game of ping-pong as in a formal meeting room. Throughout the redesigned headquarters, the project recognizes the lateral hierarchies favored by web companies both in its placement of management and staff workstations and in the horizontal aesthetic that is a feature of classic Southern California architecture. The result is a complex that encourages creativity, informality and collaboration.
Design is hatched We’ve branched out. Commercial hardwood from Shaw Contract Group
No two trees are exactly alike. Same goes for our new engineered hardwood flooring. It’s 100% natural, 100% original. Hand-selected and expertly crafted, each plank is truly one-of-a-kind.
CHICAGO • HONG KONG • LONDON • LOS ANGELES • MELBOURNE • MIAMI • NEW YORK • SAN FRANCISCO • SHANGHAI • SINGAPORE • SYDNEY WWW.SHAWCONTRACTGROUP.COM
o+aProject: Dreamhost | Location: Brea, CA
50 design is 51
by Jeff Galloway, Director of Global Operations, Shaw Industries
Anyone who reads a newspaper or watches headline news knows that the world has changed dramatically
over the past decade. Technology and social media are connecting people with unprecedented ease. With the explosion of high speed internet and web-enabled devices, we can easily, freely, and quickly communicate with people all over the globe. Not only has this changed the way we view the world, it has also changed the way we do business. With very few exceptions, the supply chain for most companies will either start in a foreign country, end in a foreign country, or both. Worldwide logistics have become the norm, with global telecommunications being the great enabler.
Part of this global shift is opportunity in the form of earnings growth for companies who have been struggling since the US housing collapse of 2006 and the global economic meltdown of 2008. Businesses are always looking for
ways to improve earnings, and the global marketplace is proving to be the next profitable frontier for many US based companies in the design and construction industry.
While the US has suffered through the worst economic period since the Great Depression, developing countries across the globe have not followed suit. Emerging markets like China and India have experienced annual GDP growth of 8-10 percent for the past decade, while mature markets like the US and Europe have struggled to break even. These growing economies are assuming positions of power due to the massive market potential that their population represents. They continue to attract billions of dollars in new investment each year from companies seeking to grow their bottom line. While many of these companies are local, most are foreign companies looking for market expansion opportunity.
This percentage growth of business overseas is viewable across the commercial building industry. Design
firms are expanding their presence in these emerging markets, opening foreign offices, creating in market partnerships or expanding their services stateside to pursue projects abroad. Of the top 50 A&D firms in the United States, fully one third have offices, affiliates or partnerships in China.
GLOBALGROWTH
Commercial finishes, including carpet tile, are experiencing greater growth in these markets. While carpet tile has experienced respectable growth of 5 percent per year in US and Canada for the past 10 years, emerging markets have grown at double digit rates during this same period. China, in particular, has grown an amazing 20 percent per year during this period, making it the 3rd largest carpet tile consuming country. And the growth is not over. According to McKinsey Global Institute, 9 of the top 10 cities with the highest GDP growth over the next two decades will be in China. This is expected to fuel annual carpet tile growth rates of 8 percent or more over the next few years, moving China into the #2 position ahead of Japan in terms of worldwide carpet tile usage. Growing numbers of construction projects fuel carpet tile sales, so the opportunity translates to the commercial design industry, as well.
We have invested over $130 million in our state of the art carpet tile manufacturing facility in Cartersville, Georgia in the past decade and now one third of the all the carpet tile produced in North America each year is made in our
plant. Based on international growth, it is not a surprise that the trend over the past few years has been more and more of the material produced in this facility is going abroad, particularly to emerging markets in Asia Pacific.
Today, Asia represents approximately 40 percent of the worlds GDP. China alone represents 9.5% of the words GDP. As it relates to carpet, 65 percent of the world’s carpet tile is consumed outside North America. The Asia Pacific region consumes 38 percent, making it the largest market on the planet. China is driving this growth and represents 13 percent of all global consumption. Asia Pacific is expected to grow at a rate of 6 percent per year with China growing at 8 percent per year. Conversely, the rest of the world should average a modest 3 percent growth rate.
Every design firm, regardless of size, has to make a conscious decision about expanding services outside of their local market.
The data is clear. The world is flat and getting flatter. Many successful companies are expanding their global operations, as well as their thinking.
Every design firm, regardless of size, has to make a conscious decision about expanding services outside of their local market.
Neo Derm (HK) Limited – Hong KongFIRM – I.T. Interior Design Limited
Inland Revenue Authority of SingaporeFIRM – Design Worldwide Partnership
Simplex Investment Advisors – Tokyo Japan FIRM – Nikken Space Design Ltd
Coca Cola – Shanghai ChinaFIRM – Environetics Design Group
52 design is 53
bright work
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- Marcy Ewing, design manager
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How smart is that?”
- Ashley Ginn, design manager
healthcare/education
vestige
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Getting personal goes professional.
In the workplace, personal versus professional use across social media platforms is a subject of much debate. Almost 30% of our respondents said their employer restricts access to social media sites. However, more than half of those who are using social media for professional purposes are looking to these outlets to learn about interesting projects, new products, design inspiration, and industry trends. Cause for change? Discuss, tweet or blog all about it.
So when it comes to work-related social media usage, which outlets do architects and
designers like most?While 13.6% are tweeting for
professional purposes, almost half of those on Facebook use it at least occasionally for professional purposes identifying peers (88%), trade organizations (50%), and manufacturers (31%) as “friends.”
Are you LinkedIn?Professional networking site
LinkedIn ranked the highest in terms of professional social media usage with sixty-four percent of respondents making connections. Great for linking up with past and present colleagues, generating new business contacts, sharing advice with other industry professionals and finding candidates for job openings.
Social Media WikiSo what is social media? For the answer to
that blazing question, we naturally turn to Wikipedia, the free, open source encyclopedia that anyone can edit—after all, it has more than 13 million user generated articles in more than 250 languages. According to Wikipedia, social media “are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” Not on board with that definition? You can change it, but if you’re an architect or designer you’ll be in the minority—only 8% of those in this profession have ever contributed.
Whether you call it social networking, microblogging or self-publishing, you most likely recognize and use many popular social media sites such as Facebook, Twitter, LinkedIn, or YouTube. Among the A&D community, Facebook is by far the most popular social media site with 82% of respondants using it frequently, albeit mostly for personal use. LinkedIn and Twitter are the next most utilized, with 51% and 44% usage rates respectively.
0%20%40%60%80%100%
Blogs
YouTube
social bookmarking
2.5%social
bookmarking
13%
51%
30%
44%
82%
2.5%
social media usage
Recently, Shaw Contract Group surveyed the architect and design community about its social
media habits. Blogging, tweeting, updating, sharing. Turns out, 94% of respondents use social
media with 77% interacting through this medium once a week or more.
professionalsocial media usage
0% 20% 40% 60% 80% 100%
FREQUENCY OF USEless than once a month – 18.7%
about once a month – 19.5%several times a month – 13.2%
once a week – 8.9%daily – 3.5%
PURPOSE OF USENetworking – 96.3%
recruiting – 17.2% join groups – 44.8%
participate in discussions – 16%
Blogs
YouTube
13%
64%
61%
38%
47%
social bookmarking
12%
S U R V E Y S AY S :
DESIGN IS SOCIALSOCIAL MEDIA
REVELATIONTALK ABOUT A SOCIAL REVELATION.
56 design is 57
www.wallpaper.com
How much do you heart Wallpaper
magazine? Online, the über-cool
designinteriorfashionartlifestyle
publication comes to life.
Need we say more?www.inhabitat.com
Inhabitat is devoted to a smarter and
more sustainable future of architecture
and design. And on it, you’ll find content
focused on the belief that design will
save the world.
www.archdaily.com
The world’s most visited architecture website.
Nonstop industry information. Architecture
news, competitions and projects updated
every week, every day, every hour.
www.designboom.com
Design culture, interviews, architecture,
art, photography and graphics since
1999. Also worth noting, Design Aerobics
online design courses.
www.dezeen.com
One of Time magazine’s Design 100 list of the most
influential forces of in global design, Dezeen is a
carefully edited selection of the best architecture,
design and interiors projects from around the world.
WELCOME TO THE
THAT
’SDid you know it’s entirely
likely that more than 100
million blogs exist on the
Web? With four out of every
10 respondents citing blogs
among their professional
reading list, we thought
we’d share some of their
best-loved sources.
www.treehugger.com
Dedicated to mainstreaming
sustainability, Treehugger is a one-stop-
shop for green news, solutions and
product information. There, you can get
informed, interact and take action.
www.design-milk.com
What it is: an online magazine brimming
with what’s fresh and new in modern
design. What it is not: a retail shop. What
else is cool about it: Dog Milk, the sister
site for dog lovers.
www.coolhunting.com
The global team of editors and
contributors (a.k.a. cool hunters, right?)
sift through innovations in design,
technology, art and culture to create this
award-winning resource of coolness.
www.designspongeonline.com
Highly acclaimed Design*Sponge is a
daily website dedicated to home and
product design. Mini trends, sneak
peeks, city guides, DIY and so much
more. Soak it up
www.apartmenttherapy.com
Saving the world, one room at a time.
From small kitchen design inspiration to
a peek inside a clock tower penthouse in
Brooklyn, this blog is loaded with ideas
and finds from coast to coast.
B L O G O S P H E R EA P P TA S T I CWith rocketing Social Media use, we tapped into how A&D professionals access the web and mobile
information. Survey respondents were three times more likely to use an IBM-compatible personal computer (PC) versus a Mac, yet 43% of respondents were iPhone users. And iPhones aren’t the only
place Apple is gaining momentum; 22% have an iPad or plan to purchase one in the next six months.
In fact, the use of iPads is so widespread that during the 2011 Corenet Global Summit in Chicago, you could see a sea of frantic note-takers scurrying to capture the names of apps recommended during a keynote
address. If you weren’t in attendance or forgot your pencil, check out the ones we captured and a few of our own personal favorites.
Idea Store A place to store all of your ideas
DropboxFree app that lets you bring photos, docs and videos everywhere you go
DragonDictionVoice recognition app that let’s you email, text and tweet without ever tapping a key
NPR musicExplore, engage and discover new music of all genres
FlipboardShare, post, like and flip—it’s all of your social media in magazine layout
AirdisplayEver wish you had an extra display for your Mac or PC?
appstream for iPadIf you heart apps, you’ll love this mesmerizing spiral of the hottest apps in the iOS universe
NY TimesEnjoy the award-winning journalism of NYT on your iPad
Moodboard ProOrganize all the things that inspire you
NYLON magazineDon’t just read NYLON, experience it
SketchbookPro“Drawing App of the Year” – Macworld’s 2010 App Gems Awards
myPantoneWho says you can’t take Pantone® color with you wherever you go?
CameraBagThe iPad version of the most popular iPhone photo filter app of all time
EpicuriousEndless recipe resource and shopping list generator
Pandora RadioYour own free, personalized radio streaming straight to your iPad
Cool HuntingDesign, technology, art, culture and all the coolness of the online publication
TEDRiveting talks by remarkable people, free to the world
An iP
ad fo
r eve
ryon
e?
VIRTUAL EDITION
VIRTUAL EDITION
58 design is 59
Without a doubt, the future holds dramatic
change in how we communicate online and
through mobile technologies. These changes
will impact the A&D community both personally
and professionally, a shift Shaw Contract Group
hopes to capture through subsequent surveys
benchmarked against the one we just conducted.
And in this age of social media, it’s not about
simply following data trends. It’s about interaction,
connectivity and discussion. So find us online
and tell us what you think. How can we use social
media and technology to benefit you?
www.shawcontractgroup.com
www.facebook.com/shawcontractgroup
VISIT US ONLINE
SOCIAL MEDIALONG LIVE
DEADLINE post-it stop motion
Looming deadline? You’ll appreciate this.
http://youtu.be/BpWM0FNPZSs
SQ Monterrey 2010
Artistic expression in any language is moving.
http://youtu.be/G2Om5kWUFe8
Top 20 Trends in 2011 Forecast - The 2011 Trend Report
You hunt the trends, Trendhunter.tv reports it.
http://youtu.be/0qgFTQ8zu3g
UK Pavilion - Shanghai 2010 Expo
The Heatherwick Studio story of growth and light, the Seed Cathedral.
http://youtu.be/kq_GVcApKDQ
Jonathan Adler curates YouTube
For YouTube’s fifth birthday, Jonathan Adler shares his most favorite videos and what inspires him—while molding clay.
http://youtu.be/WTANXljaPCs
MUTO a wall-painted animation by BLU
Incredible stop motion animation that leave you inspired—and wondering how they did that.
http://youtu.be/uuGaqLT-gO4
Design is: A retrospective in 5 parts
Shaw Contract Group takes you through five distinct design trends in this video featuring Design is…Award projects and groovy music.
http://youtu.be/zt6o67cgfJY
Shaw Contract Group & Evergreen Cradle to Cradle Recycling
Everything you ever wanted to know about Evergreen nylon recycling facility—and then some.
http://youtu.be/QcCrZXjZQWo
Scion Art Installation 7
Interview series featuring the artists of Scion Art Installation 7.
http://youtu.be/YebZC7iLLNQ
According to our survey, designers and architects are 15% more likely to watch a YouTube video than read a blog, with 40% watching for professional purposes. The top reasons for tuning in are to find out about new product and inspiration. Below are a few of our picks to entertain, inspire and inform. And there is more where this came from; every minute, 24 hours of video is uploaded.
Our top YouTube picks: Search and find inspiration
Inspirationbroadcasting
This year at NeoCon, Facebook will play a key role in how we share our new product introductions. More than ever, Shaw Contract Group is focused on delivering relevant content to our friend-base. Our design team will be posting status updates from our showroom at the Merchandise Mart, offering a real-time view of what’s going on at the show for those who can’t make it…or just can’t make it everywhere.
We’ll also provide online access to a private event featuring a conversation between Shaw Contract Group Creative Director Reesie Duncan and renowned industrial designer Todd Bracher, two key collaborators on The Music Project, a
carpet tile collection launching at NeoCon. In true social media format, the A&D
community can view the conversation online and participate in the discussion
about how music becomes the universal language in this story of collaboration.
FORTUITOUS FRIENDSHIPS: SOCIAL MARKETING AT NEOCON
VIRTUAL EDITION
VIRTUAL EDITION
ORVILLE WRIGHT {f ive on the edge}
Did you know that this Wright brother didn’t even have his pilot license?
That didn’t stop Wilbur and Orville Wright from flying. No one gave them
permission to change the world. Their idea had never been done.
1.3 BillionPCs accessed the Internet in 2010
1.0 BillionMobile devices accessed
the Internet in 2010
Mobile is growing 250% faster than PCs
MOBILE IS MAJORRemember when cell phones were for talking and sending a text message was a feat of alpha-numeric proportions? According to digital marketing agency Resource Interactive, mobile is the new black. Their projections show that by 2012, mobile devices will outnumber PCs accessing the Internet. That’s major.
60 design is 61
Introducing alterNATURE, a new concept in natural selection.
Rich colors, exaggerated textures and organic layering lifted
from the natural world, refined for your space. A collection of
broadloom and tile coming Fall 2011.
DESIGN IS LUSH
alterNATURE lovers and Shaw Contract Group fans, rejoice.
Like us on Facebook or scan your badge at our NeoCon showroom. You could win a super-luxe rug. Winner selected by random drawing.
When your EcoWorx® backed carpet has
reached the end of its useful life, call us.
We’ll come get it from anywhere in the
world at no cost to you. Then we’ll turn
it back into more durable, non-PVC,
cradle-to-cradle backing. What else
would you expect from the industry’s
largest recycler of post-consumer carpet?
More than 1 billion square yards on the
floor—and we want it all back.
we want it back.
VIRTUAL EDITION
62 design is 63
DESIGN
VIRTUAL EDITION
LIBERATEDESIGN
ACTIVATE INSPIRATION AT www.SHAwCONTRACTGROUP.COM
wATCH VIDEOS, DOwNLOAD PLAYLISTS, SHOP FOR APPS.
IT’S EVEN MORE LIBERATING ONLINE. VIRTUAL EDITION
