HABITAT _The Sponge Effect
Workplace concept and community development campaign
Corporate - Master's graduation project
Amazon Design Award 2019 WINNER!
Casirate D'Adda
+2.450,00 sqm
December 2019
The kickoff
Presentation and award ceremony
THE TEAM
Dayana Baikurazova - Presentation design
Victoria Boiko - Model and GIF design
Isabella Klabascher - Model and moodboard design
Jimena Ranero - Research, concept, partnerships and branding
The architectural design and rendering were teamwork divided equally between the four of us.
THE BRIEF
-Objetive: create a new interior vision of Logistics warehouses and related offices, from a new layout to the furniture system itself.
-Private areas for focus work.
-Open plan with shared workstations.
-Formal meeting areas.
-Relaxation areas for informal meetings and creative confrontation.
-Relaxation areas for food consumption.
-Culture, tolerance and diversity at the center of every decision-making process.
-Focus on Amazon Leadership Principles.
FINDING THE REAL PROBLEMS – ANONYMOUS = SINCERE
-The company's singular focus is on customer satisfaction, however, may be coming at the expense of employee morale.
-It's associates "are the heart and soul of our company and the value we deliver to clients," many employees do not feel they are treated as such.
ASSOCIATES = CUSTOMERS
FINDING THE REAL PROBLEMS – GETTING TO KNOW REAL USERS
- #1 source for creation of personas
-Understanding their lifestyles + motivations
-Getting to know different career paths
-Specifying job titles
FINDING THE REAL PROBLEMS – PRESS & DATA vs WHY AMAZON DOESN’T DO ANYTHING ABOUT IT
PERSONAS CREATION – OUR AMAZONIANS
After a rigorous analysis of social networks, media and publications, we created 4 profiles (personas) of Amazon workers to guide the design process. These profiles were based on real people, their experiences, desires and motivations.
Analysing LIN8 warehouse and it's surroundings
PERSONAS CREATION – OUR COMMUNITY BUILDERS
We could have stayed there but we knew that Amazon's public image in Italy came not only from within, but from the communities where the warehouses were located. So we needed actors within the community to help us connect the interior with the exterior.
REAL CONNECTIONS - FUTURE STAKEHOLDERS FULFILLED BY AMAZON
Part of our key strategy was to contact Fabrizio Colombo, owner of Birrificio Bosco Grosso. With whom, in addition to giving us an insight into the community's perception of Amazon, we created a partnership that allowed both them and other small and medium-sized companies in the area to make first contact with Amazon. Thus, not only the businesses had the possibility of growth, but also the public image of Amazon was improved by creating close relationships in the community.
THE PROPOSAL – CONCEPT PRESENTATION
HABITAT
-The action of absorbing the good from outside, developing it inside and spreading it in a better way. Connecting and growing together!
IN & OUT MOODBOARDS
SPACE DISTRIBUTION PROPOSAL
PRESENTATION DAY - AWARD CEREMONY
Research and discoveries can't be publish due to a NDA.
