Being a part of the creative process since the inception phase of the ERA project gave me the opportunity to not only develop a comprehensive corporate identity, but to also apply the logo design and concept of impossible geometry in the 3D environment. Working closely with the interior designers and architects, I was involved in various aspects including surface graphics, iconography and product design.
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The club’s main bar was designed to have backlit windows illuminating the shelves and spirit bottles from behind. The client envisioned the windows to have a graphic pattern that was contemporary yet reminiscent of classic stainless windows.
I created an isometric pattern following the concept of impossible geometry, which was also applied in the logo design. The pattern’s individual pieces were laser-cut from coloured vinyl and then assembled to create the 5-panel window. The metal bar shelves were engineered to follow the outlines of the geometric pattern.
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The client eventually settled on the idea of a round lightbox with a pulsating, colour-changing LED light to be the main signage outside the venue.
The idea of the 'upside-down pyramid' design was abandoned as it was deemed to have negative connotations.
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