Week 14 -Hero Shot Development and Final Renders (Scenes)

Fish eye perspective from Queen St/Albert St intersection

Uppers levels, looking south

Views looking West

Metro Station Access looking out to street

Hero Shot stage 1

Hero Shot stage 2

Final Hero Shot -taking in key elements of the design proposal

Week 14 -Final Narrative (Script)

Back in 2012, Alex Madden was a QUT graduate looking to kick off his career in advertising. But he soon discovered good positions were hard to come by due to the economic climate at the time. Something more entrepreneurial was clearly required.

By 2015 he had established a small advertising firm and early success led to him opening a small office, located at 141 Queen Street.

In 2016, new technological advancements led to interactive glass screens hitting the market. Alex’s advertising firm was one of the first Australian companies to heavily invest in this technology. Alex’s firm went from strength to strength as the technology became commonplace. Such was their growth, that by 2022 the firm had purchased the 141 Queen Street Tower.

The use of new digital communication systems in the workplace gave time and flexibility back to companies, allowing employees to work where and when they preferred, increasing their productivity and quality of life. As more and more people worked from home, the influence of the traditional ‘nine to five’ working mindset slowly diminished, particularly in industries such as advertising. This created a decentralization of business and large reductions in office occupancies.

The home and office had almost merged into a single entity. Buildings now had a functional emphasis on mixed usage, where the flexibility of contained spaces was the key to their success.

By 2029 Alex’s firm had become almost entirely mobile. As a result, it was loosing money as they struggled to lease out redundant office space. Something had to be done.

Until now, any sizable plans for public transportation improvements serving the CBD had not come to fruition. Instead, the response of the City Council had been to increase the amount of pedestrianized streets in the CBD.

This gave the site on the junction of Queen and Albert Streets an increased centrality and importance, reinforcing its status as an iconic space. But this also created a space that became renowned for being congested, chaotic and claustrophobic.

In early 2030, the City Council purchased the building housing Hungry Jacks and the 141 Queen Street Tower from Alex’s firm. They since announced, that a design competition will be held for the redevelopment of the site in conjunction with the delivery of a new metro station. The brief outlines a desire to improve the functionality and connectivity of the site, whilst maintaining its iconic status.

Week 14 -Existing site information, use of green screens, narrative development and elevations

Existing Site Information

Existing floor plan (level 7) for 141 Queen Street

Above is an example floor plan for the building I am retrofitting, this is extremely useful as I intend to keep the existing lift shafts, utilities and stairwells -more information on the link below
http://www.141queen.com.au/floor-plans/

Use of Green Screens

By having my advertising as green screens in exported images, I can then overlay video advertizing into the final presentation. Should look great, here is a quick test I did

Narrative Development 

KEY ELEMENTS OF THE STORY

• Character has been at site for entire duration of story 2012-2030
• Working age -hence able to witness change in working culture
• Company based in 141 Queen Street -business should be one that can easily go mobile and embrace new technologies
• perhaps advertisement -say company purchased building in late 2012, this can help to explain reasoning for advertisement displays on facade
• Discuss the introduction of new technologies and their influence 
• Detail the change in work culture due to this
• Along the way highlight the following changes in the urban environment 

               -Increasing CBD density and cosmopolitan lifestyle

               -How this has led to spacious living becoming comprised for more people and pod designs 

                   becoming favorable

               -Improvements to transportation infrastructure

               -Increased CBD pedestrianization and how from this, the site has gained an increased 

                   centrality and importance 

               -Creating an iconic space

• Finish with direct depiction of site changes through time and reasoning for these happening

               -Perhaps mention new City Council plans made for the site etc....

Storyboard development

Elevations

• I have produced some basic elevations. They look nice but don't give any of the specific information that my plans, sections and visuals (will) do. Perhaps the only thing they really show well, is how the design sits within the greater context of the CBD environment. 
• Because there is a limited amount of space on the A1 panel  it is unlikely that I will develop these images further, but here they are for the record.

Northern Elevation

Eastern Elevation

Southern Elevation

Western Elevation

Week 13 -Subway Entrance form

Current design Layout

Canary Wharf Underground Main entrance -A powerful image. There are certain aspects of this design, that my current design could benefit from, primarily opening up the space below and allowing more natural light in. In-turn this will create a more elegant form

New Design Layout

Week 13 -Finalizing Site configuration

Week 12 -Presentation Plan (Initial Outline)

Week 12 -Pod implementation