'Transform' was a concept developed as a temporary event and meeting space for Howard Hughes. Conceived as the antithesis to a conventional convention booth, the goal was to create a large scale bold signage moment through a sophisticated sculptural form that functioned to create a sense of transparency and opaqueness from strategic vantage points. The result is a space that visually morphs as one circulates around and inside the booth, using a parametrically designed system of twisting double-sided louver panels.
Architecture, Branding, Interior Design
2015, ICSC Event, Javitz Center, New York Courtesy of Howard Hughes Corp. and Guild Role: Conceptual Design, Parametric Design, Visualization, Creative Direction Design Development by Julio Martinez
Photography by Guild
Conceptual Sketches by Graham Kelman
Rotating the digital model shows the transformative effect as one circulates around the space.
Parametric script developed to create a system of twisted louver panels that adjusted for height and rotation.