Graphic Design USA Award Winner – Print Brochure
Indigo Design Award Winner – Integrated Graphic Design
Rockefeller Group approached Neoscape to develop a brand identity and campaign for their unconventional, below-grade retail space at 1221 AOA. Comprised of five levels, all below street level, and a very short timeline to deliver, we had our work cut out for us.
Finding a compelling solution to the below-grade situation was critical to the project. The design offered by Citterio-Viel & Partners did just that. They opted to open the plaza two levels below grade, with a tree as its centerpiece. Not only did this bring natural light down into the bowels of the retail, but it also provided a truly unique focus.
We had the good fortune to work with an open-minded and visionary team on the ownership side. Given such a short timeline, their unwavering support was a tremendous asset for us and the project.
The space layout was unavoidable, and we knew any solution that attempted to skirt the issue would not work. Instead, we leaned heavily to our reality, naming the retail space The Underground, and focused on mystery and reveal as central themes for the brand identity and collateral.
From the logo symbolizing the levels underground to the ombre colorway meant to reference the sky and darkness below, every touchpoint confidently embraced our underground-ness.
Finding a compelling solution to the below-grade situation was critical to the project. The design offered by Citterio-Viel & Partners did just that. They opted to open the plaza two levels below grade, with a tree as its centerpiece. Not only did this bring natural light down into the bowels of the retail, but it also provided a truly unique focus.
We had the good fortune to work with an open-minded and visionary team on the ownership side. Given such a short timeline, their unwavering support was a tremendous asset for us and the project.
Graphic Design USA Award Winner – Print Brochure
Indigo Design Award Winner – Integrated Graphic Design
Rockefeller Group approached Neoscape to develop a brand identity and campaign for their unconventional, below-grade retail space at 1221 AOA. Comprised of five levels, all below street level, and a very short timeline to deliver, we had our work cut out for us.
The most obvious challenge was that It was underground. The space had no frontage or signage, making it a tough sell for retail in any scenario. In addition to our locational shortcomings, we had a very aggressive timeline to meet—8 weeks from our initial meeting to printed collateral in hand at ICSC Las Vegas.
Finding a compelling solution to the below-grade situation was critical to the project. The design offered by Citterio-Viel & Partners did just that. They opted to open the plaza two levels below grade, with a tree as its centerpiece. Not only did this bring natural light down into the bowels of the retail, but it also provided a truly unique focus.
We had the good fortune to work with an open-minded and visionary team on the ownership side. Given such a short timeline, their unwavering support was a tremendous asset for us and the project.
The space layout was unavoidable, and we knew any solution that attempted to skirt the issue would not work. Instead, we leaned heavily to our reality, naming the retail space The Underground, and focused on mystery and reveal as central themes for the brand identity and collateral.
From the logo symbolizing the levels underground to the ombre colorway meant to reference the sky and darkness below, every touchpoint confidently embraced our underground-ness.
Compelling retail experiences focus on the tangible. Even as online shopping increases its share of the retail landscape, people continually seek engaging physical spaces–The Underground was such a place.
While standing underground, you lose your connection to nature, and your senses are muted. We created a film that strives to reconnect you to those senses. For the opening event, we used the film to draw connections between the current space, future conditions, and the potential of the design.
