james dudley portfolio sept 11

James Dudley Swiss +41 79 751 89 50 [email protected]

New Bond Street London 2008Designed while working for Messerli,Zurich for RetailPartners

V ICTO R I N OX FL AGSHIP STORE

Victorinox, famous for the iconic SwissArmy Knife are launching a majorFlagship store in London's West End.The shop will primarily sell the apparelrange, along with watches, travel gear,cooking knives, perfume and naturallythe famous knives and multi tools. Theshop includes special touch pointswhere the products point of differenceare celebrated. The central feature ofthe store is a huge glass case of SwissArmy knives,10m high running throughthe stairwell.


New Bond Street London 2008Designed while working for Messerli,Zurich for RetailPartners

V ICTO R I N OX FL AGSHIP STORE

The Victorinox,London Flagship storewas opened on 7 November 2008. Theproject was managed and implementedby specialist retail companyRetailPartners who are part of theMesserli group of companies.

Georg Jensen, the Danish luxury goodsmanufacturer wanted to create a pow-erful yet simple statement to marktheir return to Baselworld after a num-ber of years not exhibiting. We workeda solution that used back lit printedglass to create a minimal environmentin which to display their watches andjewellery. The private meeting roomspace featured a large 3 x 5m inkjetimage onto glass. For the additionalelements we choose to use a concreteeffect to create an urban feel to thestand.


GEORG JE N S E NBaselworld Watch Fair 2007Designed while working for Messerli,Zurich

Mikimoto are famous for producingpearls, and so we choose to develop thetheme of the ocean. The exterior of thestand was treated to resemble the sur-face of the ocean with waves of stain-less steel covering a facade printedwith the surface of the sea. To enter thestand is to dive for pearls. Once insidethe visitor is below the surface of theocean, in an under water world, withthe waves overhead


MIKIM OTOBaselworld Watch Fair 2006Designed while working for Messerli,Zurich

The Installation was built in an oldindustrial building at Torneria ViaTortona 32, Milan.The Installation consists of the creationof sveral rooms from fabric or solidpanel walling, flooring and ceilings.Each room displays an Art Design pieceof lighting from some world famousdesigns including TokujinYves Behar, Nicolas Gwenael, RogerVan Der Heideand Vincent Van Duysen.


SWAROV S KIMilan Furniture Fair 2010Designed while working for Messerli,with Dr Jules Wright acting as lead cre-ative and Curator. Responsible forclient and technical coordination.

Design for the entire internationalTelecom Union 2011 show floor. Areasdesigned include the reception areas,the circulation system, the meetingareas and the show layout.Implemetation of the Brand identityand look into a coherent three dimen-sional environment.


ITU WORL D T E L ECOM 2011ITU World telecom, Geneva 2011Designed while working for Messerli,Zurich


The design for the Qatar World Cup Bid2022 had as its inspiration the swooshof Pentagons that made up part of thebrand identity. The bold and dynamicstructure was placed onto a floor print-ed with a traditional mosaic design,representing the traditional valuesunderpinning Qatari life. In addition tothe eye catching structure a specialtouch screen table and multi screenvideo was developed as part of thecommunication package.

QATAR BI D 2022Soccerex, South Africa 2009Designed while working for Messerli,Zurich.

The Design for the Stand in SouthAfrica was subsequently adapted foruse in Manchester (far left). The struc-ture was also reused as a retail envi-ronment (left).


FIFA, 100 years birthday event. Held tocoincide with the World Player of theyear event. The theme was celebrationand we cross projected within a 50 mdiameter tent an image in the roundwhich explored celebration acrossglobal cultures. At intervals the projec-tion screens lifted to reveal smallstages that contained acts from theChinese state circus with the eveningsfinale being a concert.

100 YE AR S FI FA &WORLD PLAYER OF TH E Y E ARZurich 2004Designed while working for Messerli,Zurich

Established & Sons 2010 Installationwas inspired by the idea of creating aterrace of long plinths onto which sitthe products. This made reference tothe idea of a production line belt pro-ducing very different items of furni-ture. The complete collection of furni-ture could easily be seen in a singlepanorama so it worked as a clear indexto Established & Sons work


Milan Furniture Fair 2010Designed while working for Messerli,Zurich. Designed with with Seb Wrongand Alasdhair Willis

ESTABL I S HE D & SONS

Established & Sons 2009 Installationwas inspired by the irregular architec-ture of a favela, creating a labyrinth ofspaces to explore. The material usedwith 30 mm American Tulip Wood Thetotal amount was around 2000 QM. Thiswas screwed to triangular supportingframes. The inclined walls were a logi-cal approach to solving the problem ofonly having structure on one side. Thewood was fixed on site with referenceto a scale model.


ESTABL I S HED & SONSMilan Furniture Fair 2009Designed while working for Messerli,Zurich. Designed with with Seb Wrongand Alan Dempsey.

James Dudley Swiss +41 79 751 89 50 UK. +44 79 56 501 767 [email protected]

Our aim with this project was to createa neutral architectural canvas whichwould act as a platform for the manyrichly contrasting design languages andexciting use of colour, form and scalethat have become the hallmark of theEstablished & Sons brand.

Working within the Pelota hall in Milanwe essentially created a house within ahouse, albeit on a large scale. Thestructure, which is 25m long, 6m high,10m deep, open-plan, semi-transpar-ent is of a breathtaking scale but incomplete sympathy with the propor-tions of the building that contains it.The project is entitled 4, because of itscubic design and also in recognition ofthe company’s fourth consecutive yearin Milan.

As always we sought to reduce thevisual noise of the structure in order tofocus on the real stars of the project,the furniture. We worked with a stan-dard Andreas Messerli double decksteel structure, reduced to the bareelements and painted in dark grey. Allflooring, walling and ceiling elementsare from white panels. This created aclear and concisely articulated lan-guage of two elements, the grey struc-ture and the white panels.

ESTABL I S HE D & SONSMilan Furniture Fair 2008Designed while working for Messerli,Zurich

Established and Sons are a Londonbased design and Manufacturing com-pany who have created in a short time apowerful identity closely connected to aspecific graphic style. We choose tobuild an architecture from cardboardboxes, with each box individually print-ed using our flat bed print technology.This was a low cost solution to giveidentity to the space as well as to cre-ate "rooms" for furniture to exhibitedin their key show in Milan.


ESTABL I S HE D & SONSMilan Furniture Fair 2007Designed while working for Messerli,Zurich

The design for the Mammut standfocused on the key graphics showingthe mountain landscapes, usually withclimbers wearing Mammut products inthe iconic Mammut red. These key visu-al elements were enlarged as big asthe stand regulations would allow tocreate the visual context for the brand.Black was the used as the backgroundcolour with the products which werevery colourful being picked out bylighting, thus creating a vibrant display.Key branding was delivered by over-sized 3D cut out lettering and the subtleuse of black matt on black gloss logoprinting.


Mummut 2010Design for ISPO and Outdoor Exhibitions

MAMM UT


Harrods, London 2007Designed while working for Messerli,Zurich

LG BR AN D S TOR E

Two different options for the flagshipLG Brand Store located at Harrods,London. Both options shared the samebasic idea of having a colour changeenvironment, lit by LED lighting. Oneoption was based around having rectan-gular light boxes, the second optionwas a much more organic option withSquiggles on the walls which held thevarious flat screens.

We choose to present Messerli throughan environment rather than using pic-tures of projects. The stand was basedon the idea of the modern Swiss skichalet, complete with cow hide and anopen fire. The building was the mes-sage. This project was extensively pub-lished and award winning.


MESSER L I S TAN DEuroshop Dusseldorf 2005Designed while working for Messerli,Zurich

Frankfurt has mainland Europe'sbiggest airport and so we choose to setOpel's commercial vehicle exhibitionwithin an airport themed environment.The star product emerged from a giant35 m long transport aircraft, the vehi-cle colour range was shown on a bag-gage carousel and the info desksbecame check in desks. There was acontrol tower and windsocks to checkthe wind direction!


OPEL L KVFrankfurt 2001Designed while working for Bellprat,Zurich

Most drivers of Mercedes Actros trucksare also the owners so for this launchexhibition we wanted communicate asmany benefits for the driver / owner aspossible. The centre piece was a livelink up to a test track that enabled a TVpresenter to communicate directly witha truck driver on a test track, live TVdone this way is a fantastic hit. Otherexhibits included a safety film and hotand cold containers which containedthe test components from extreme cli-mate testing.


ACTROS T HEM E PARK Hanover 1996Designed for Atelier Markgraph

Krupp, the major German Steel pro-duce has several different values theywould like to show, and so we choose torepresent literally spheres of activity.Special steels, automotive steels, logis-tics were all given their own spheres.The skin of the spheres was made fromspecially shaped plexi glass sheets.


KRUPPGerman Industrial Fair, Hanover 1994Designed for Park Avenue Productions


Chevrolet's US car range was present-ed at the Frankfurt motorshow beingimplicitly American in spirit. To get thiscommunication across we choose towork with massive neon text that washung at high level giving a strong iden-tity to the stand as well as a neon glowto the whole environment including thecars.

CHEVROL ET S TANDFrankfurt Motorshow 2001Designed while working for BellpratAssociates, Zurich

This project transforms the very strongMINI identity from 2D into 3D. Thegraphical elements that work so wellsuddenly become 3D, the colourfulframes, the black background and theMINI logotype. As with all MINI commu-nication the tone was hip, cool and fun.


MINIGeneva Motorshow 2003Designed while working for Interbrand,Zurich


The Concept for presenting BMW carsis have a bright white and open envi-ronment. This concept was at theGeneva motorshow using glass. Withthis one material treated in differentways we produced a range of panelsand display devices. The transparentlayers were developed with typicalBMW text, G-Lec LED video curtains,and as a display system for both thereal Formula 1 car as well as smallmodels of the F1 Car.

BMW M OTOR S HOWGeneva 2003 Designed while working for Interbrand,Zurich


Roche new product launch within atrade show environment. The graphicidentity of the product created the basisfor the exhibition design. We developedthe 2D elements into a 3D environmentand incorporated furniture which had asympathetic formal language.

Product Launch 2007Designed while working for Messerli,Zurich

ROCHE


Three cylinder engine Press launch forOpel Corsa. We developed a set ofexhibits around the theme of three.Firstly there three test tubes, then anengine balance on a tripod base show-ing the weight difference measured by20 kg of Oranges. A specially developedlight weight component table completewith scales. Sand blasted 30mm glassto house some of the smallest compo-nents.

OPEL C ORS A International Press Launch Tenerife 1997Designed for HP:ICM


The Opel Astra Press launch in Austriatook place in a Spa hotel complex.Therefore given the water theme wechoose to develop the design using theflow of water (shaped steel elements)and stones washed and shaped bywater (thick shaped ply wood ele-ments). These two materials formedthe basis for all the individual exhibits.

OPEL AS T RAInternational Press Launch Bad Blaumau, Austria February 1998Designed for HP:ICM


The Theme of this project for a hydroelectric company was transformation.The ER transform water tumbling downa mountain into electricity. We chooseto develop a scheme which showed thethree stages of this process, firstlyWater, secondly Transformation, andthirdly the product, electricity, in use.To do this we needed to create threespaces within a structure.

ELECTR I C I E N S ROMANDS Swiss Expo 2002 Designed while working for BellpratAssociates, Zurich


We choose to use Copper as thecladding material for the structurebecause it has a well known surfacetransformation quality, from shinnycopper to green and secondly becauseof its wide spread use in conductingelectricity.

ELECTR I C I E N S ROMANDSSwiss Expo 2002 Designed while working for BellpratAssociates, Zurich


The three stages of the visitor experi-ence are firstly the noise and sight of areal waterfall, one can feel the energycontained in a large amount of watercascading. Secondly the magic of trans-formation, an actor performs the act ofchanging the form of energy from mov-ing water into electricity. Thirdly amusician plays an organ that controls ahuge selection of everyday house holdobject. Spencer Tunick used thePavilion as the backgroud for one his"naked installation photos".

ELECTR I C I E N S ROMANDSSwiss Expo 2002 Designed while working for BellpratAssociates, Zurich


Curriculum Vitae

Name James Dudley Dipl. Arch UCL

Profession Creative Director and Designer

Areas of activity Brand Space: Exhibitions, Events and Retail

Swiss Address Chamerstrasse 42b, Zug, SwitzerlandBorn 1966Nationality British, holds Swiss C work permitSwiss Mobile +41 79 751 8950E Mail [email protected] www.Jamesdudley.co.uk

Key skill areas Creative team leadership.Concept development and client engagement. Client business development.

Key achievements Establishing new and building on existing client relationshipsresulting in increased new business.Building a strong and motivated creative team. Extensive portfolio of major international exhibition projects thatpush the creative envelope.

Nov 2003-Current Creative Director, Andreas Messerli AG, Wetzikon, Switzerland.www.messerli3d.comCreative Direction for all major projects undertaken bySwitzerland’s largest exhibition, event and retail company.Development and presentation of creative concepts for a range ofhigh profile clients including KPMG, Swarovski, Established & Sons,Victorinox, Vodafone, FIFA and Chevrolet.Responsibilities also include new business acquisition and clientdevelopment. Brand building for Messerli AG. Winner of 2010Xaver Swiss marketing award.

June 2002- Oct 2003 Designer with Interbrand Zintzmeyer und Lux, Zurich, Switzerland.www.interbrand.comWorking with 2D and 3D designers on the BMW brand account.Designing exhibits and installations for BMW and MINI at the fiveGlobal “A” Motorshows. Designing the BMW Brand academy. Won2004 DDC Gold award for MINI Geneva.Designed the trophy and the stage set and lounge environment forthe BEST 2003.

2000-2002 Designer with Bellprat Associates, Winterthur, Switzerlandwww.bellprat.chDesigning a wide variety of environments from Museums toMotorshows. Brand experience: Opel and Chevrolet at the major Motorshowswhich included Commercial Vehicles at the Frankfurt Motorshow2000,IAA 2001 Geneva Motorshow 2001 and 2002

Work on the energy The Electriciens Romand’s Pavilion at Swiss Expo (winner of visitors favorite pavilion), an exhibition at the Swiss Transport Museum and an installation at the VW brand world Auto Stadt.

1994-2000 James Dudley Design. Ran Studio with 3 assistants supplying Production Agencies with design expertise in exhibitions and installations.

Projects Millennium Dome, Body Zone Explore Area. 2000m2 of interactive exhibits on the themes of How I Fit In, How I Feel and Hopes and Fears For The Future. (With HP:ICM London)

Nokia Pavilion at World Telecom, Geneva 1999. Three floor exhibition building, with inflatable façade. (WithHP:ICM)

International Press Launch for the Opel Astra in AustriaDesign of environment and exhibits. (With HP:ICM)

Theme Park for Mercedes Benz trucks at the commercial vehicle show Hanover, September 1996. Master planning for the Actros Theme Park, area and design of theindividual exhibits and stages. (With Atelier Markgraph Frankfurt).

Design for the external pavilion for Thyssen Telecom at Telecom ‘95, Geneva. (With Park Ave. Productions, London)Exhibits and concept for Krupp Steel at the German Industrial Fair,Hanover . Five spheres 6.5m in diameter with double curved decon-structed skin. (With Park Ave. Productions)

‘Mobility walkway’ for BMW at IFMA Cologne. Six glass and metalsculptures illustrating the theme mobility and motorbikes, inte-grated with video wall and monitors. (With Park Ave. Productions)

Education and Qualification

1991-1992 Guest Student at Städelschule, Frankfurt.

1990-1992 Bartlett School of Architecture and Planning, University College London. Diploma in Architecture. RIBA Pt. 2

1986-1990 University of Bath, School of Architecture. B.Sc. with Honours in Architecture. RIBA Part 1

Other skills Spoken German, extensive international network of contacts in theworld of exhibition design and support services.

Free time All aspects of design, regular participant at major internationalshows, attended Art / Design Miami in Dec 2009, Milan Furniturefair, visit Art Galleries and Museums, Skiing, playing football.

james dudley portfolio sept 11

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