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Marketing Book for ODA, Office for Design & Architecture
Citation preview
Client: Office for Architecture & Design
Case Study
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ODA DNAOffice for Design & Architecture- Full service New York based practice- Innovative strategic design solutions - Integrating building & interior architecture - Creators of signature iconic spaces- Both public & private- A leader in contemporary design
Project Overview
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DESIGN CRITERIADevelop a monograph promotional piece that:- Showcases your diverse body of work- Conveys your creative process - Encapsulates your methodology- Targets national and international clients - Modern, innovative and unique - Knocks your competitors socks off
Project Overview
StrategySIMPLEXITY
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SIMPLEXITY is a theory that proposes a possiblecomplementary relationship between complexityand simplicity. The act of establishing a simplesolution for something that is complex and viceversa. The result is a totally unexpected merging ofthe two conditions into something utterly unique.
Concept 1: DESIGN STRATEGY
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Overview: A Series of 10 ModulesOne Module per project > Easy to update and customize
22011 Spear Design Group. All rights reserved. Proprietary & Confidential
Slip Case Front through the frosted poly you’ll see the cover is the Module #1 SIMPLEXITY
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Module 1 Simplexity Cover
SIMPLEXITY
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Module 1 Simplixity > Opening statement
SIMPLICITY
+
COMPLEXITY
=
SIMPLEXITY
ODA IS RECOGNIZED FOR CREATING SOPHISTICATED AND MEMORABLEENVIRONMENTS THROUGH INVENTIVE AND THOUGHTFUL DESIGN. WETRANSFORM IDEAS CREATING UNIQUE AND ICONIC ARCHITECTURE,PROVING TO BE A LEADER IN CONTEMPORARY DESIGN. THROUGH CLIENTCOLLABORATION AND A HIGHLY INNOVATIVE DESIGN PROCESS, WEHONOR EACH SPACE BY ALLOWING THE CREATIVE PROCESS TO UNFOLD.WE BRING DISCIPLINE, RESPECT, AND INTUITION TO OUR WORK — PUBLIC &PRIVATE, NEW CONSTRUCTION & RESTORATION, COMMERCIAL & RETAIL,HIGH-RISE RESIDENTIAL, PRIVATE HOMES & ESTATES, AND COMMUNITYDEVELOPMENT. BY ADOPTING A HOLISTIC DESIGN APPROACH AND WITHCAREFUL ANALYSIS OF EVERY DETAIL, WE INTEGRATE THE BUILDING ARCH-ITECTURE WITH INTERIOR ARCHITECTURE, SHAPING DEEPLY PERSONALAND REFINED SPACES. OUR COMMITMENT TO OUR CLIENTS IS OURWILLINGNESS TO EXPLORE NEW IDEAS AND TECHNOLOGIES WHICHARE VISIBLE IN THE ENVIRONMENTS WE CREATE. ODA SEARCHES FORTHE DNA OF EACH PROJECT, ASPIRING TO PRESERVE ITS DIVERSITY,REVEALING UNEXPECTED ELEMENTS AND TIMELESS CHARACTER.
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Module 1 Principles > Bios
Received a Bachelors degreein Industrial Design fromChiba University in Japan anda Masters degree in InteriorDesign from Pratt Institutein New York. Ms. Okada’experience is far reaching;working on a variety of proj-ects in the United States aswell as internationally. Hercomprehensive professionalexperience includes work inproject sectors such as inhospitality, boutique retaildesign, and residential design.She has also been a keyteam member for large-scaleacademic, civic and com-mercial clients. Ms. Okada’semphasis for sophistication,function and style has helpedto create custom finishesand furniture designs formany clients.
Ms. Okada, a certified interiordesigner in the State of NewYork and one of the foundingmembers of ODA. Among themany awarded and/or pub-lished projects in which shehas participated are, the ren-ovation and restoration of theinterior architecture of RadioCity Music Hall, EquinoxRestaurant and Brasserie 8.She is currently working onseveral boutique hotel, luxuryresidential condominium andprominent private residenceprojects in New York City.
Born in Israel in 1970, Mr.Chen studied Architecture atBezalel School of Art andDesign in Jerusalem, receivinga B.Arch Diploma with Honorsin 1996. His first projects werebuilt in Israel shortly after hisgraduation and included pri-vate homes, retail, commercialand restaurant interiors.
Shortly after moving perma-nently to New York city in1999, Mr. Chen became aDesign Principal at PerkinsEastman Architects where heled some of the firm’s mostnotable projects in such sec-tors as education, residential,healthcare and commercialdevelopments. A dynamicforce in Manhattan’s develop-ment market and the guidingenergy behind multiple pro-minent projects in Manhattan,his presence is increasinglynoted in the world of archi-tecture and design. Mr. Chenis a guest Professor at BezalelSchool of Art and Design andan advisor to many high-pro-file projects both nationallyand internationally.
With Mr. Chen’s versatilityand ingenuity, ODA is nowinvolved with wide range ofprojects including architecture,interiors and furniture design.Gaining acknowledgment forimaginative and provocative
Studied Architecture at VirginiaTech in Blacksburg Virginia.After graduating in 1995 witha Bachelor of Architecturedegree, Christian worked asa carpenter with design/buildfirms and then as an archi-tect, working on housing andfurniture projects. Christianresides in New York City withhis wife and two children.
As a Principal with ODA,Mr. Bailey has heightened hisinvolvement in Manhattan’sreal estate developmentmarket. His ability to under-stand a client’s initiatives,challenges, and range to findunique solutions for complexprogramming enables creat-ing progressive architectureof the highest level of designquality highlighted in his workat ODA. Mr. Bailey’s man-agement skills and leadershipare most notable in projectsfor various market sectorssuch as multifamily housing,hospitality and interiors, aswell as educational projects.Mr. Bailey is a registeredArchitect in the State of NewYork, NCARB Certified, amember of the AmericanInstitute of Architecture, and aLEED accredited professional.
ERAN CHEN
RYOKOOKADA
concepts, Mr. Chen is recog-nized in publications such asArchitectural Record, InteriorDesign, The Architect’s News-paper, The New York Times,and has recently drawninternational attention fromMARU Magazine, ConceptArchitecture Magazine, Frame,and others.
CHRISTIANBAILEY
SIMPLEXITY
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Module 2 Oslo Museum
QUARTZ
NATIONAL MUSEUM OF ART, ARCHITECTURE & DESIGN, OSLO
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Module 2 Oslo Museum
QUARTZ IS AN ABUNDANT MINERAL IN THE
EARTH’S CRUST. THE HIGH PURITY QUARTZ
FOUND IN NORWAY, IS BECOMING ONE OF
TODAY’S KEY STRATEGIC RAW MATERIALS. HIGH
PURITY QUARTZ, LIKE ART, REQUIRES A GREAT
LEVEL OF REFINEMENT. INSPIRED BY ONE OF
NORWAY’S NATURAL MINERAL RESOURCES, THE GOAL
OF THE NATIONAL MUSEUM OF ART, ARCHITECTURE AND
DESIGN IS TO ESTABLISH ITSELF AS PLACE OF INTERNA-
TIONAL SIGNIFICANCE. THE MUSEUM WILL BECOME A
DYNAMIC NEW COMPLEX WITH A VIBRANT NATIONAL
RESEARCH CENTER FOR EXCELLENCE IN THE VISUAL ARTS.
This process of refining the arrangement of spaces in a contem-porary museum is similar to the refinement of raw quartz found inthe earth. The first step for processing the mineral physically
includes crushing, flotation, and separation techniques.The white box museum is pulled apart, analyzed and
reconstructed into a more performance andfreedom based design. Once the dissection
and floatation of the individual com-ponents are given identity, they
are reorganized around acentral hub, similar
to a wheel of a bicycle.
OSLO MUSEUM
ODAoffice for design & architecture
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Module 2 Oslo Museum
DISTINCT GALLERY TYPES ARE
MOLDED INTO SHAPE WITH
SPECIFIC PROPORTIONS,
LIGHTING, AND CIRCUL-
ATION REQUIREMENTS.
QUARTZ
NATIONAL MUSEUM OF ART, ARCHITECTURE & DESIGN, OSLO
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Module 3 15 USW
TIFFANYGLASS
15 UNION SQUARE WEST, NEW YORK CITY
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Module 3 15 USW
1870 I 2010
This
str
uctu
re o
verlo
okin
g U
nion
Squ
are
Par
k w
as o
rigin
ally
des
igne
d fo
r Ti
ffany
& C
ompa
ny
in t
he la
te 1
9th
cent
ury.
W
ith c
aref
ul c
onsi
dera
tion
for
upho
ldin
g its
hi
stor
ical
pla
ce w
ithin
the
city
, 15
Uni
on S
quar
e W
est
is g
race
fully
tra
nsla
ted
into
a 2
1st
cent
ury
resi
dent
ial m
aste
rwor
k.
Cre
atin
g ha
rmon
y be
twee
n th
e by
gone
and
the
pre
sent
, th
e de
sign
for
luxu
ry li
ving
wra
ps t
he 1
2-st
ory
cond
omin
ium
re
side
nce
in a
tra
nslu
cent
, lay
ered
gla
ss s
kin,
pr
eser
ving
the
pro
min
ent
cast
iron
arc
hes
of t
he o
rigin
al
5-st
ory
cons
truc
tion
and
dram
atic
16’
ceilin
g he
ight
. S
IZE
: 62
,000
SF
FE
AT
UR
ES
: 36
RE
SID
EN
TIA
L U
NIT
S W
ITH
PR
IVA
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TE
RR
AC
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BR
AC
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AR
CH
ITE
CT
UR
AL
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R:
OD
A –
AR
CH
ITE
CT
UR
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.C.
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CH
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CO
RD
: P
ER
KIN
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AS
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AN
AR
CH
ITE
CT
S P
.C.
INT
ER
IOR
DE
SIG
N:
VIN
CE
NT
E W
OL
F
The
curt
ain
wal
l of g
lass
is o
ffset
from
the
out
side
sur
face
of t
he
cast
iron
faca
de c
reat
ing
an in
ters
titia
l spa
ce b
etw
een
the
apar
tmen
ts.
The
blac
k zi
nc fr
amed
pan
els
are
doub
le in
sula
ted,
lo
w E
pro
tect
ion
and
low
iron
lam
inat
ed g
lass
hav
ing
little
ref
ract
ion.
Th
is t
echn
olog
y cr
eate
s a
near
per
fect
ref
lect
ion
of t
he p
ark
durin
g th
e da
y w
ith g
entle
tran
spar
ency
at
nigh
t cu
eing
the
his
toric
str
uctu
re
whi
le o
nly
hint
ing
at t
he in
divi
dual
apa
rtm
ents
loca
ted
with
in.
The
desi
gn c
reat
es 7
new
floo
rs -
a s
erie
s of
ele
gant
gla
ss c
ubes
set
at
diffe
rent
ang
les
to a
llow
for
vivi
d, u
nobs
truc
ted
park
and
ci
ty v
iew
s w
ith s
paci
ous,
pr
ivat
e ou
tdoo
r te
rrac
es.
ODAoffice for design & architecture
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Module 3 15 USW
TIFFANYG L A S S
15 UNION SQUARE WEST, NEW YORK CITY
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Module 4 Breadbox Cafe Cover
ROLLMODEL
BREADBOX CAFE, LONG ISLAND CITY, NY
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Module 4 Breadbox Cafe
EVOKING
THE CONCEPT OF BAKERY
AS AN ARCHITECTURAL EXPRESSION,
THIS ADAPTIVE REUSE PROJECT IN QUEENS, NEW
YORK TAKES A SUSTAINABLE APPROACH DEVELOPING
A DESIGN PLAN TO CONVERT THE EXISTING STRUCTURE
INTO A WARM AND INVITING GATHERING PLACE WHILE INCORP-
ORATING THE ARTISTIC VIBRANCY OF ITS LOCAL COMMUNITY.
Exposing the existing walls and doors, ODA transformed the decaying
masonry façade of the 1950’s Esso garage into a significant rain screen
by introducing steel channels with wooden dough rollers into the skin of
the building. In keeping with sustainable principles, the heat island effect
caused by the existing asphalt parking area was addressed using
concrete block and grass throughout the paving area, and by creating
a park-like outdoor deck area which people now use to relax with
a coffee, sit and read or just people watch. The community
embraces the bold and expressive statement of this
eatery and the thoughtful and inventive design
has cultivated a cheerful and wholesome
working environment for its
BREADBOX
employees.
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Module 4 Breadbox Cafe
SIZE: 1,840 SF
FEATURES: OUTDOOR DECK WITH SEATING
OWNER: SHUSTER MANAGEMENT
ARCHITECTURE: ODA – ARCHITECTURE, P.C.
INTERIOR: ODA – ARCHITECTURE, P.C.
ROLLMODEL
BREADBOX CAFE, LONG ISLAND CITY, NY
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Module 5 L.E.S. Hotel
MODULAR
BOWERY HOTEL, LOWER EAST SIDE, NEW YORK CITY
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Module 5 L.E.S. Hotel
L.E.S.HOTELA NEW CONSTRUCTION, 220-KEY, 90,000
SF, GROUND-UP HOTEL PLANNED AT
THE LOWER EAST SIDE AND SOHO.
The project accommodates the renais-sance and revitalization of a onceneglected neighborhood and willfeature amenities such as a publicplaza, restaurant and ballroom.Each suite will possess panoramicviews of New York City and byproviding an interior settingwith a streamlined and mini-malist palette where guestsare encouraged to exploretheir individual aestheticand personal expression.
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Module 5 L.E.S. Hotel
MODULAR
BOWERY HOTEL, LOWER EAST SIDE, NEW YORK CITY
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Module 6 Private Residence
PRIVATE RESIDENCE, NEW YORK CITY
SKYHOUSE
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Module 6 Private Residence
ODA WAS HONORED TO BE SELECTED TO CREATETHE INTERIOR FOR ONEOF THE LARGEST PRIVATEAPARTMENT RESIDENCESIN THE UNITED STATES.
PENTHOUSE ODAoffice for design & architecture
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Module 6 Private Residence
This superlative dwelling alsofeatures a 75 foot expanse ofliving and dining area along witha Italian kitchen, library, gameroom, day spa, home theaterand professional grade listeningroom with recording studio.Seemingly without limitation,every feature from the façade tothe interior is meticulously plan-ned and detailed with a modernand minimalist approach usingonly the most pristine ofmaterials creating a uniqueand exceptional setting to rival.
Located 90 stories aboveManhattan overlooking the EastRiver, this luxury condominiumboasts 360° views within18,000 SF of open floor area.With a perimeter of 16 footfloor-to-ceiling windows, theessence of the apartment isthe sculpture garden at itsentrance. The garden featuresa spectacular 30 foot waterwalland reflecting pool overlookingthe famed United Nations head-quarters along the East River.
SIZE: 18,000 SF
6 BEDROOMS
12 BATHROOMS
PRIVATE ELEVATOR
SCULPTURE GARDEN
30’ WATERFALL
REFLECTING POOL
LIBRARY
GAME ROOM
DAY SPA
HOME THEATER
RECORDING STUDIO
2,000 WINE ROOM
GYMNASIUM
TEAHOUSE
PRIVATE RESIDENCE, NEW YORK CITY
SKYHOUSE
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Module 7 Chambers St Hotel
CHAMBERS ST HOTEL, NEW YORK CITY
WHITESPACE
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Module 7 Chambers St Hotel
LOCATED IN THE HISTORIC TRIBECADISTRICT, THE LANDMARK BUILDING ISBEING RESTORED AND CONVERTED INTOA HOTEL THAT WILL BECOME A CATA-LYST TO THE REVIVAL OF CHAMBERS ST.The building was constructed in 1856 in“Italianate Style” architecture. Clad withTuckahoe marble, and large-scale archedwindows with a cast iron storefront with stonecornices, for many years it served as thehome to textile and clothing manufacturersand retailers.
CHAMBERSHOTEL
ODAoffice for design & architecture
CHAMBERS ST HOTEL, NEW YORK CITY
WHITESPACE
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Module 7 Chambers St Hotel
into the mechanical system as well asdaylighting strategies that included court-yard skylights which allow for natural lightto penetrate the sub cellar pool area.The existing façade was carefully detailedto restore all the original elements asper the NY City Landmarks PreservationCommission.
The design intent is to enlighten thedormant character of this historic buildingand reveal its spirit. By understanding itsrich history, ODA was able to transformthe building into it a contemporary form.ODA consulted with environmental spe-cialists to develop an energy efficientbuilding eligible to be LEED certified.A heat recovery system was incorporated
95 GUEST ROOMS
LEED SILVER
COURTYARD
SKYLIGHTS
POOL
RESTAURANT
RETAIL
THE TRAVELER CHAIR was inspiredwhen designing guest suites for the hotel.The concept was developed from thehotel’s location near the garment district.Layers of fabric, diverse textures andpatterns. Bold, individual & independent.The weighted structure of the chair iscontrasted by the playful use of fabricstriking a powerful & provocative balance.
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Module 8 The James Hotel
THE JAMES HOTEL, NEW YORK CITY
HOMEJAMES
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Module 8 The James Hotel
JAMESHOTELTHIS SOHO BOUTIQUE HOTEL
WAS DESIGNED BY ODA
IN COLLABORATION WITH
PERKINS EASTMAN. CUSTOM
INTERIORS BY ODA WITH
AMANDA SULLIVAN, BLEND
ARTISTIC ESSENTIALS AND
LUXURIOUS FUNCTIONALITY.
The hotel design strategy was
to bring community together
with hospitality. Each detail
of the hotel was meticulously
fashioned to inspire the sens-
es with a blend of traditional
as well as contemporary.
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Module 8 The James Hotel
THE JAMES HOTEL, NEW YORK CITY
JAMESHOTELLorem ipsum dolor sit amet,
consectetuer adipiscing elit,
sed diam nonummy nibh
euismod tincidunt ut laoreet
dolore magna aliquam erat
volutpat. veniam, Duis autem
vel eum iriure dolo esse mole
stie consequat, vel illum
dolore eu feugiat nulla facili-
sis Lorem ipsum dolor sit
amet, consectetuer adipisc-
ing elit, sed diam nonummy
nibh euismod tincidunt ut
aoreet dolore magna ali-
quam erat volutpat. Ut wisi
enim ad minim veniam, Duis
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Module 9 Stockbridge House
STOCKBRIDGEHOUSE
PRIVATE RESIDENCE, STOCKBRIDGE, MASSACHUSETTS
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Module 9 Stockbridge House
STOCKBRIDGEHOUSE
THIS PRIVATE RESIDENCE
SITUATED HIGH ATOP A
HILL SLOPING TOWARD A
LAKE IN STOCKBRIDGE,
MASSACHUSETTS, WILL
SERVE AS A WEEKEND
AND SUMMER RETREAT
FOR THREE GENERATIONS
OF THE OWNER’S FAMILY.
ODAoffice for design & architecture
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Module 9 Stockbridge House
The plan for the house consists offive independent suites sharingcommon open living, dining andkitchen spaces with a gardencourtyard. The design takesadvantage of the tranquil lakeviews while responding to thelocal varying climate characteris-tics. The structure is conceived asa rectangular box apportionedand forming two autonomous yetconnected parts. The semitrans-parent line amid the two creates ashield from harsh northerly winds,while the outdoor court brings anadded dimension for the indoor|outdoor living experience. Otheramenities include children’s playroom, private theater, extendedbasement, and wine cellar.
STOCKBRIDGEHOUSE
PRIVATE RESIDENCE, STOCKBRIDGE, MASSACHUSETTS
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Module 10 Chelsea residential > 555 Sixth Avenue
CHELSEA RESIDENTIAL, NEW YORK CITY
CUBE
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Module 10 Chelsea residential
CHELSEARESIDENTIAL&RETAIL
LOCATED BETWEEN CHELSEA AND
THE FLATIRON DISTRICT, 555 SIXTH
AVENUE IS A SIX STORY APARTMENT
BUILDING SITUATED ON AN ENTIRE
CITY BLOCK BETWEEN WEST 15TH
AND WEST 16TH STREETS.
ODAoffice for design & architecture
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Module 10 Chelsea residential
The revitalization of thisbuilding will include theaddition of two floorsalong with 25,000 SF ofcommercial retail spaceat the ground level. Thenew residential floorswill be designed with pos-sible roof deck access.
All of the existing apart-ments will be renovated toinclude new bathroomsand kitchens. There aretwo residential lobbieswhich will become grandentrances for the building.Common areas and corri-dors on all floors will alsobe revitalized.
Plans for the Cellar level ofthe building include 5,000SF amenity spaces, healthclub, rear courtyard, ZenGarden with cellar levelaccess stairs and elevator.
Plans also include thedesign and constructionof an enclosed atrium overthe existing cellar level out-door plaza and adjoiningcommercial space includ-ing a 2-stop glass elevator.
CHELSEA RESIDENTIAL, NEW YORK CITY
CUBE
ODA Module Covers
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Slip Case Front through the frosted poly you’ll see the cover is the Module #1 SIMPLEXITY
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QUARTZ
NATIONAL MUSEUM OF ART, ARCHITECTURE & DESIGN, OSLO
ROLLMODEL
BREADBOX CAFE, LONG ISLAND CITY, NY
TIFFANYGLASS
15 UNION SQUARE WEST, NEW YORK CITY
4
WHITESPACE
CHAMBERS ST HOTEL, NEW YORK CITY
Summary Modules 5, 6, 7
MODULAR
BOWERY HOTEL, LOWER EAST SIDE, NEW YORK CITY PRIVATE RESIDENCE, NEW YORK CITY
SKYHOUSE
5
Summary Modules 8, 9,10
CHELSEA RESIDENTIAL, NEW YORK CITYTHE JAMES HOTEL, NEW YORK CITY
JAMESHOTEL CUBE
STOCKBRIDGEHOUSE
PRIVATE RESIDENCE, STOCKBRIDGE, MASSACHUSETTS
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OFFICE FOR DESIGN & ARCHITECTURE
494 BROADWAY, 3FLNEW YORK NY 10012
646 478 [email protected]
WWW.ODA-ARCHITECTURE.COM
ERAN CHEN
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494 BROADWAY, 3FL
NEW YORK NY 10012
646 478 7455
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ERAN CHENPRINCIPLE
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494 BROADWAY, 3FLNEW YORK NY 10012
646 478 [email protected]
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Spear Design Group, New York
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