Joanne SmithMaster Interior ArchitecturePortfolio 2014

joanne.smith2010@gmail.comNL : 0642769178

1. Reviving the dead shopping mall Graduation project

2. Sundial Bar 24Hour Event

3. Oude Binnenweg Shopping Street research

4. The Great Indoors Competition

PROJECTS

Reviving the dead shopping mallGraduation projectMaster Interior ArchitectureProject lead my Chris van Duijn & Mark Veldman OMA June 2014

1950sSouthdale Shopping Mall Detroit.

2014 Megastotres, WoonboulavardDen Haag

This project is a critique on the current situation of dying shopping malls.Currently there is an increasing amount of empty or dying shopping malls in America and this phenomenon is slowly spreading throughout Europe.

By researching the fascinating origins of these buildings, I have designed a proposal to redevelop one particular semi-vacant shopping mall in the Netherlands.

1. The influence for the revival of Megastores is taken from the designs of the first American shopping malls by Victor Gruen in the 1950s. He conceived the first ideas of intro-verted and diverse shopping environ-ments in suburban America.I have compared and analyzed the differences of his designs, to what we know now, in order to save the mod-ern shopping mall.

VICTOR GRUEN

2. I propose to cut through the building on the axis of an existing path, in order to free movement through the building.

This new connection is a key part to the design as it will break up the large in-ternal alley, bringing a slow movement of traffic through the building. Encour-aging new user groups to the originally closed space.

DEN HAAG

RIJSWIJK

HOLLANDS SPOOR STATION

CONTEXT

3. In Gruen’s early designs the variety of stores and services are important in order to attract a diverse mixture of customers. Currently Megastores is targeted at one type of shopping and much of the build-ing is given to parking space, which has never been fully utilized.

DIVERSITY OF STORES

Therefore I propose to introduce new functions and readjust the current use of the building. New functions should bring a diversity of users and life to the building, much like Gruen first envi-sioned.

4. Gruen introduced many non-commercial activities into his early shopping mall de-signs in order to attract a diverse group of people to the mall. Community Centers, zoo’s and event spac-es are all common features in these early designs. My proposal focuses on reintroducing lost social values from the original shopping mall designs.

COMMUNITY FUNCTIONS

Local ‘town like’ func-tions are involved in the new passageway. Including post office, bank, pharmacy and bakery.

The surplus roof-park-ing spaces will be given to a community garden targeted to visitors and the local community.

Throughout the shop-ping mall there will be more emphasis on resting and meeting places.

EDUCATION

In the current Royal Conservatorium build-ing of The Hague, music practise is given a public place in the building.

In order to diversify the users in the build-ing and bring life to the commercial facil-ities. Students from the Royal conserva-torium in The Hague will be invited to use music and dance practice rooms and be given the opportunity to showcase their performances for public audiences.

A number of existing shop windows are given the new function of performance and rehearsal rooms for students. The direct visual connection between public shopping spaces and the new functions encourages an exciting sceptical for users. Layers of new functions mixed with the shopping functions brings diversity to the building.

GROUND FLOOR PLAN

Sundial Bar24Hofpoort Exhibition - Day of ArchitectureProject lead by Zus Architects Rotterdam, June 2014

Design team Joanne Smith & Qing Liao

A vacant office building in Rotterdam became active again for just 24hours to celebrate the day of architecture 2014.

A number of different designers, artists, local businesses and entrepreneurs collaborated to programme all floors of the building.

The day of the exhibition took place on the summer solstice which became the driving point of our project.

This project is an observation of how our bodies in interior spaces can be controlled by external natural rhythms. The programme and design of the event is determined by the schedule of light in the room.

On the 20th floor of this abandoned office building the sunlight patterns on each hour are recorded using tape.

ONE PERSON BAR STANDING BAR 3 PERSON BAR SEATING BAR SUNSET BEACH BAR NIGHTFALL CINEMA

Folding furniture was designed to trans-form according to the sunlight move-ment in the space. Five positions are set for each hour of sunlight from 5pm (opening of the event) till 11pm (sunset.) The shape of the furniture at each stage is determined by the size of sunspot.

The folding structure is made from reclaimed wooden panels and specially designed hinges. At sunset the furniture is transformed to a lie down position for relaxed viewing and later seating for the nightfallcinema.

At 5am the next day we started the day programme with a sunrise yoga session to celebrate the summer solstice.

Oude BinnenwegResearch project about a Rotterdam Shopping StreetProject lead my Chris van Duijn & Mark Veldman, OMANovember 2013

One of the leading characteristics of this street is the mixed use of buildings, high turnover of shops and the night life on the street. Through investigation we found that the rules of advertising placement on this street are more relaxed than on any oth-er street in Rotterdam.

Oude Binnenweg is one of the oldest shopping streets in Rotterdam.This research project focusses on the unique characteristics of this specific shopping street.

Cafés, bars and restaurants use a prom-inent street presence to advertise and claim the public space. Along side the small residential entrances and shop fronts.

SIGNS OF BINNENWEG

Oude Binnenweg

Binnenwegplein

Claiming

Binnenweg // 7

Free Standing Above Eye Level Object Private Public

Street signsThe lack of rules on the street encourages an over use of advertisement which pollutes the users view of the street.

Plan of public and semi-public claiming in the main square

Throughout the research process we dis-covered an appreciation for the free and relaxed qualities of the street. Although we found the free use of signage and mixed use on the street to be an ad-vantage, there is an over effect of claiming the street which takes away from the attraction intended.

To consider the views of Jane Jacobs, it is fair to say that Oude Binnenweg has most of the redeeming qualities of a ‘successful’ city centre shopping street. The importance of having real life on our shopping streets is vital for a sustainable and vibrant city.

‘Jacobs explained the need for urban areas to remain “alive” at all hours of the day and night... businesses will stay open as long as is profitable ; profitably, the implication is, has a direct correlation to the nominative vitality of the street’John McMorrough.

Oude Binnenweg with no signs.

Muziekgieterij, Maastricht. The Urban Passage8 day student competitionMentor Stephanie BrandtNovember 2013 Design team Joanne smith, Qing liao, Klinphaka Keawcharoen & Ni Nan

The brief for this competition was to design an ‘urban pas-sage’ for our clients Muziekgieterij.

We redesigned the waiting area for this rock music venue by using the wishes of the client to activate the surplus ware-house space beside the entrance.

After discussions with the team and client it was clear the focus of the short project would be to encompass the feeling of RELEASE; the same feeling we experience from live mu-sic.

23 swings are positioned in the passageway which guides the visitor around the cloakroom and ticket desk. Visitors are invited to use the swings in this intermediate space.

Concept routing plan