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BRANDEDenvironments.
“
”
...Design a proposal for an environment
to stage an existing brand into
a three dimensional space....
Prison
BRAND RESEARCH
Tiffany designs are never
discontinued, they are
simply retired...“
•	 FOUNDED IN 1837 NYC BY CHARLES
LEWIS TIFFANY
•	 COUTURE JEWELLERY
•	 SOURCE THE FINEST DIAMONDS
•	 ASSOCIATIONS WITH HIGH SOCIETY
AND CELEBRITY
•	 TWO CENTURIES OF STATUS
TIFFANY & CO NET WORTH
$11,600,000,000
(AS OF MAY 2017)
U.S. CORRECTIONS COST
PER ANNUM, WITH AN ESTIMATED 1.2 TRILLION
ADDITIONAL SOCIAL & AGGREGATE COSTS TO
COMMUNITIES UNDER THE CURRENT U.S. SYSTEM
(AS OF JAN 2017)
$80,000,000,000
U.S. CORRECTIONS COST
NOTE: THIS IS THE CORRECT FIGURE
SOURCE
PER ANNUM, WITH AN ESTIMATED 1.2 TRILLION
ADDITIONAL SOCIAL & AGGREGATE COSTS TO
COMMUNITIES UNDER THE CURRENT U.S. SYSTEM
(AS OF JAN 2017)
$80,000,000,000
U.S. CORRECTIONS COST
TIFFANY TARGET MARKETS
•	 AFFLUENT WOMEN
•	 CELEBRITIES
•	 ENGAGEMENTS/WEDDINGS
•	 GIFT–GIVERS
•	 GIFT–RECEIVERS
PRISON DEMOGRAPHICS
TIFFANY BRAND ELEMENTS
•	 WHEAT LEAF MOTIF
•	 RIBBON
•	 BLUE BOX
•	 NEW YORK
•	 MAGNOLIA
PRISON ELEMENTS
•	 CELLS
•	 COMMON AREA – RECREATION
•	 HALLWAYS
•	 YARD
•	 AREAS FOR GUARDS - ROOMS, PASSAGES ETC
•	 KITCHEN
•	 BATHROOMS - TOILETS/SHOWERS ETC
•	 LAUNDRY
•	 WORK AREAS
•	 CLASSROOMS
•	 LIBRARY
•	 VISITING AREAS
“
”
Tiffany & Co. seeks to enrich the lives
of its customers by creating enduring
objects of extraordinary beauty that
will be cherished for generations.
...Our product mission is to produce
objects of timeless design using
the purest materials and exhibiting
the finest craftsmanship.
MISSION STATEMENT
SECONDARY RESEARCH
2016 GEOGRAPHICAL SALES MIX
•	 AMERICAS 46%
•	 THE ASIA-PACIFIC REGION 25%
•	 JAPAN 15%
•	 EUROPE 11%
•	 OTHER 3%
OF WHICH 92% WERE JEWELERY SALES
SECONDARY RESEARCH
2016 WORLD PRISON POPULATIONS
1.	 USA = 2,145,100
2.	CHINA = 1,649,804
3.	 BRAZIL = 657,680
4.	RUSSIA = 609,485
5.	 INDIA = 419,623
SECONDARY RESEARCH
TIFFANY & CO EMPLOYEES AS OF JAN 2017
11,900
ACROSS THE GLOBE
313 STORES WORLDWIDE WITH A
TOTAL GROSS SQUARE FEET OF
1,281,900
U.S. CONFINEMENT RATES 2017
TOTAL IMPRISONED IN USA AS OF JAN 2017:
2.3 MILLION
1719	 – STATE PRISONS
102 	 – FEDERAL PRISONS
901 	 – JUVENILE CORRECTION FACILITIES
3163 	 – LOCAL GAOLS
76 		 – OTHER
TIFFANY & CO BRAND VALUES
•	 TIMELESS BEAUTY
•	 OBJECTS OF LUXURY
•	 EXQUISITE CRAFTMANSHIP
•	 SUPPLY CHAIN EXCELLENCE
•	 SOCIAL & CORPORATE ETHICS
•	 ENVIRONMENTAL SUSTAINABILITY
CROSS REFERENCE
TIFFANY & CO MOOD BOARD
JOY. INDULGEMENT. AWE. NOSTALGIA.
ENVIRONMENT – PRISON
My choice for a prison as my branded
environment was simply because it is an
unexpected and challenging option, about
as far removed as you can get from the
usual associations that come with the brand
Tiffany & Co and I wanted to challenge
myself to see if I could force a connection.
“
­–Dugold Stewart
(Scottish philosopher)
“The faculty of imagination is the
great spring of human activity
and the principal source of human
improvement. Destroy this faculty,
and the condition of man will become
as stationary as that of the brutes.”
THE PROBLEM
SOURCE: The Economist
THE NUMBER OF INCARCERATED PEOPLE IN
THE US HAS
QUADRUPLED
1980SINCE
THE PROBLEM
SOURCE: The Economist
AND WHILST THE U.S.A CONSTITUTES JUST
			 OF THE WORLD’S
POPULATION
5%
AND WHILST THE U.S.A CONSTITUTES JUST
			 OF THE WORLD’S
THE PROBLEM
SOURCE: The Economist
IT’S HOME TO ROUGHLY
				
				 OF THE WORLD’S
PRISONERS
POPULATION
5%
25%
THE PROBLEM
OVER
	 HALF
OF US INCARCERATED POPULATION SHOW
SYMPTOMS OF A MENTAL HEALTH DISORDER
OVER
	 HALF
OF US INCARCERATED POPULATION SHOW
SYMPTOMS OF A MENTAL HEALTH DISORDER
THE PROBLEM
45% 	OF FEDERAL PRISONERS
56% 	OF STATE PRISONERS
64% 	OF LOCAL JAIL INMATES
SOURCE: US Bureau of Justice Statistics (2006)
45% 	OF FEDERAL PRISONERS
56% 	OF STATE PRISONERS
64% 	OF LOCAL JAIL INMATES
THE PROBLEM
SOURCE: US Bureau of Justice Statistics (2006)
...COMPARED TO JUST
11%
THE GENERAL U.S. POPULATION WHO
SHARE THE SAME SYMPTOMS
A 2002 STUDY SHOWED THAT OF THE 275,000
U.S. PRISONERS RELEASED IN 1994, WITHIN
THE PROBLEM
A 2002 STUDY SHOWED THAT OF THE 275,000
U.S. PRISONERS RELEASED IN 1994, WITHIN
3 YEARS
THE PROBLEM
A 2002 STUDY SHOWED THAT OF THE 275,000
U.S. PRISONERS RELEASED IN 1994, WITHIN
3 YEARS
67.5%
THE PROBLEM
A 2002 STUDY SHOWED THAT OF THE 275,000
U.S. PRISONERS RELEASED IN 1994, WITHIN
3 YEARS
HAD BEEN ARRESTED67.5%
THE PROBLEM
A 2002 STUDY SHOWED THAT OF THE 275,000
U.S. PRISONERS RELEASED IN 1994, WITHIN
3 YEARS
HAD BEEN ARRESTED67.5%
51.8%
THE PROBLEM
A 2002 STUDY SHOWED THAT OF THE 275,000
U.S. PRISONERS RELEASED IN 1994, WITHIN
3 YEARS
HAD BEEN ARRESTED
WERE BACK IN PRISON
67.5%
51.8%
SOURCE: Wikipedia – Incarceration in the United States
THE PROBLEM
SOLVING THE PROBLEM
The US incarcaration system, built on a
faulty and ill–informed premise of justice, is
a scourge that only adds to the very problem
it seeks to solve. The suffering it inflicts
on it’s people requires those Americans
who are wealthy & philanthropic to turn
their sights to improving social issues
on their own soil, before turning their
attentions to issues elsewhere on the globe.
“
AMERICAN PRISON DESIGN
IS A MANIFESTATION OF THE
STATIC
STRATEGY
SOLVING THE PROBLEM
SECURITY
SOLVING THE PROBLEM
THIS SYSTEM FOCUSES ON
REDUCING
FOR CRIMINAL BEHAVIOUR
OPPORTUNIES
SOLVING THE PROBLEM
BY DOING THINGS LIKE
RESTRICTING
TO DIFFERENT AREAS WITHIN THE PRISON
ACCESS
SOLVING THE PROBLEM
SECURITY
LIKE TAMPERPROOF SCREWS, TOUGHENED
GLASS AND 24/7 VIDEO SURVEILLANCE
PURPOSES
AND USING ONLY MATERIALS
THAT ARE BUILT FOR
SOLVING THE PROBLEM
DIRECT
BETWEEN INMATES AND CORRECTIONAL
OFFICERS TO REDUCE CONFRONTATION
INTERACTION
STATIC SECURITY CONTROLS
MINIMISE THE NEED FOR
SOLVING THE PROBLEM
SENSE OF
LEAVING INMATES ISOLATED
AND DEHUMANISED
COMMUNITY
BUT AS A RESULT ALSO INHIBIT RELATIONSHIP
BUILDING AND THE DEVELOPMENT OF A
SOLVING THE PROBLEM
BEHAVIOUR
STATIC SECURITY MEASURES ASSUMES THAT
THE INMATE WILL ENGAGE IN
NEGATIVE
IF GIVEN THE OPPORTUNITY
SOLVING THE PROBLEM
STRUCTURE
DYNAMIC SECURITY MEASURES LIKE THOSE
USED IN THE NORWAY PRISON SYSTEM
PROVIDE A
SOCIAL
IN WHICH THE INCENTIVES TO ENGAGE IN
NEGATIVE BEHAVIOR ARE REMOVED
UNDER THE ASSUMPTION THAT THE
INMATES
THEIR BEHAVIOUR
SOLVING THE PROBLEM
WILL ADAPT
SOLVING THE PROBLEM
CHOICES
THIS REHABILITATIVE STRATEGY PREPARES
INMATES TO MAKE
POSITIVE
WHEN THEY ARE RELEASED
THE NORWEGIANS PRISON SYSTEM IS ABOUT
REHABILITATION
THE NORWEGIANS PRISON SYSTEM IS ABOUT
NOT
REHABILITATION
REVENGE
AND IT
WORKS:
VALUES
BRAND
BUT WHAT HAS THIS ALL GOT TO DO WITH
•	 ?
BUT WHAT HAS THIS ALL GOT TO DO WITH
VALUES
BRAND
•	 ?
BUT WHAT HAS THIS ALL GOT TO DO WITH
Ultimately,
Tiffany & Co is all about
“
BUT WHAT HAS THIS ALL GOT TO DO WITH
Ultimately,
Tiffany & Co is all about
“ LOVE...
BUT WHAT HAS THIS ALL GOT TO DO WITH
Ultimately,
Tiffany & Co is all about
“
The following shows some forward thinking
prisons where LOVE is having amazing
results on Norways justice system
LOVE...
BASTOY ISLAND PRISON, NORWAY
•	 MINIMUM SECURITY
•	 2.6 KM ISLAND
•	 115 INMATES
•	 FIRST EVER ‘ECOLOGICAL PRISON’
RECIDIVISM (REOFFENDING) RATE
WITHIN 5 YEARS OF RELEASE: 16%
EUROPE AVERAGE: 70%
USA AVERAGE STATE: 76.6%
FEDERAL: 44.7%
HALDEN PRISON, NORWAY
•	 MAXIMUM SECURITY
•	 75 ACRES
•	 251 INMATES
•	 NORWAY’S 2ND LARGEST
•	 OFFERS SKILLS AND
REHABILITATION THROUGH TRUST
TEACHES LIFE SKILLS SO PRISONERS
ARE PREPARED FOR LIFE OUTSIDE
PRISONERS HAVE KEYS TO CELLS
AND ACCESS TO COOKING UTENSILS
•	 NO PRISONER UNIFORMS
•	 GUARDS AND PRISONERS ARE
FRIENDLY WITH EACH OTHER AND
ARE ENCOURAGED TO INTERACT
•	 NO BARS ON WINDOWS AND
SCENES OF NATURE VISIBLE
•	 SPACIOUS CELLS
•	 COMMON AREA HAS XBOX, DARTS
•	 KITCHENS HAVE PORCELAIN
PLATES AND METAL KNIVES,
FORKS/UTENSILS AND USED
WITHOUT SUPERVISION
HALDEN PRISON, NORWAY
HALDEN PRISON, NORWAY
•	 HAS A RECORDING STUDIO WITH
INSTRUMENTS
•	 WOODWORKING, ASSEMBLY
WORKSHOP, RETAIL CUSTOMER
SERVICE POSITIONS
•	 SHOP WHERE THEY CAN BUY
GROCERIES
•	 NOT COMPULSORY TO LEAVE
THEIR CELLS/ROOMS BUT ARE
ENCOURAGED TO DO SO BY
GETTING $5 EVERY DAY THAT THEY
DO LEAVE
REFLECTIONS
Are Hoidal, who heads Halden
prison, told the Guardian:
“Everyone who is imprisoned
inside Norwegian prisons will
be released.... but everyone....
will go back to society. We look
at what kind of neighbor you
want to have when they come
out. If you stay in a box for a few
years, then you are not a good
person when you come out. If
you treat them hard… well, we
don’t think that treating them
hard will make them a better
man. We don’t think about
revenge in the Norwegian prison
system. We have much more
focus on rehabilitation. It is a
long time since we had fights
between inmates. It is this building
that makes softer people.”
Tiffany & Co have had a
charmed and blessed life, and
so have those who shop there.
These people are blessed
because they believe
they are blessed.
If you know that good is coming
to you, then it does. If you expect
abundance, more comes to you.
Tiffany & Co is strong in it’s ethics.
In third world countries that
they source diamonds from,
they teach the locals how
to cut the diamonds, how to
recognise them. They give these
poverty stricken locals skills
that they can use for life. This is
their way of giving back to the
countries that they are using
to source their riches from.
But what about their own
country? The US is the most
poverty stricken, misery
stricken of all and it is there, as
we see from an earlier slide,
that most of the wealth for
Tiffany and Co comes from.
If a prison was to, as Halden does,
give these poor unfortunates an
opportunity to see the blessed
life, and to give them new skills as
they do with the countrymen of
those overseas, crime & poverty in
America would go down
and economy and quality
of life would go up.
Instead of focusing on
punishment, and treating it’s
citizens like animals, traumatized
and with no hope of a better life
or knowledge that one is even
an option to them, the US needs
to change its vengeful and
cutthroat way of thinking to one
of pragmatism and compassion,
the way that Norway has done.
The current US justice system
only exacerbates and worsens
the very problems that it is put
there (supposedly) to deal with.
If the US people are to solve
the crime and poverty problem
before it engulfs and ruins
their economic security and
societial values, eventually
turning them into a third world
country themselves they need to
change their way of thinking.
To create prisons in America as
they have in Norway and like I
have designed here would be
a long–term and immensely
costly excercise, but one that
would pay off not just from
the USA, but for the humanity
across the globe. The cost of
such an excercise would be
more than the government
would be willing to commit to,
or risk their consituency for.
The only way to get the
government on board is through
the people, and the only way
REFLECTIONS
REFLECTIONS
to get the people on board
is through certain factions
leading the way and getting
the people on board through
example and clever marketing.
This is where Tiffany & Co come
in. As an ethical company with
a huge following and a great
reputation, but who’s future is
dependent on the dwinding
natural resources of the globe,
to make an impact, to sustain
it’s long–term profitability,
it needs it’s homeland to
remain a place of wealth .
If Tiffany & Co were to trailblaze
this new form of justice in America
in a way where the priority was
to serve the community first and
promote its brand secondarily,
it would start a movement that
with the results in time, would get
the population, and therefore
the government on board.
Before that time however,
it would be likely that other
corporate bodies and affluent
philanthropists would also join
the cause lending their own
investments to the enterprise.
It would be a charitable effort to
the same magnitude as when
there is a disaster somewhere
in the world, the same as the
world donated to 9/11.
And although it has happened
slowly, stealthily, without the
headline grabbing impactfulness
of a tsunami or a volcanic
eruption, the American justice
system is a disaster on an
epic scale, creating more
misery and destruction of
human lives and families than
100 Hurricane Katrinas.
And Tiffany & Co can help.
PRISON STYLE BOARD
PRISON MOOD BOARD
LEARN. GOALS. ACHEIVE. APPRECIATE.
MATERIALS BOARD
MATERIALS BOARD
LIGHTS & FURNISHINGS
CONCEPT VISUALIZATIONS
As a prison needs to be a highly
functional environment, the walls,
structure and layout are integral.
The access to the outdoors and
highly stylized and architectural
aspects will be used to convey
tiffany’s brand values with strong
lines and interesting angles
“
PRIMARY RESEARCH
ARCHITECTURE THAT I TOOK INSPIRATION FROM
AROUND BONDI BEACH
ATTEMPTED PRIMARY RESEARCH
•	 ARRANGEMENTS WITH TIFFANY’S TO
VISIT BONDI JUNCTION & CBD STORES TO
CONDUCT INTERVIEWS & PHOTOGRAPH
DESIGN ELEMENTS – TURNED DOWN
•	 FAXED LETTER TO GOVERNOR, SILVERWATER
CORRECTIONAL REQUESTING ACCESS
•	 RECEIVED REPLY WITH INSTRUCTIONS TO
SEND LETTER OF REQUEST TO COMMISIONER
•	 RECEIVED REPLY DENYING REQUEST
BRAINSTORMING
A large amount of my time spent
preparing for this assessment was in
using brainstorming and lateral thinking
techniques to come up with unusual
and different ideas for locations/
spaces to brand. The following pages
outline the spaces & brands that made
the shortlist, but not the final cut.
“
LOCATION ALTERNATIVES
•	 LIMOUSINE
•	 ZOO
•	 ICE SKATING RINK
•	 CIRCUS
•	 AEROPLANE
•	 RAILWAY STATION
•	 NATURE WALK
•	 PUBLIC POOL
•	 RUBBISH DUMP
•	 KINDERGARTEN
•	 QUARRY
•	 COURT ROOM
•	 SUBMARINE
•	 CAR WASH/DOG WASH
•	 AMUSEMENT PARK
•	 STADIUM/GRANDSTAND
•	 CEMETERY
•	 TREEHOUSE
•	 BOMB SHELTER
•	 CHURCH
•	 SPACE STATION
•	 PLAYGROUND
•	 FARM/ABBATOIR
•	 YACHT/FERRY
BRANDS ALTERNATIVES
•	 GREENPEACE
•	 TOYS R’US
•	 FORBES
•	 HARPERS BAZAAR
•	 VIRGIN
•	 TRANSFORMERS
•	 DISNEY
•	 FORMULA ONE
•	 TAMPAX
•	 THE SIMPSONS
•	 FENDER GUITARS
•	 CLIPSAL
•	 NASA
•	 MAD MAGAZINE
•	 KINDER SURPRISE
•	 HAVIANAS
•	 LEGO
•	 HALLMARK
•	 RAY BANS
•	 BARBIE
•	 LEVIS
•	 TROJANS CONDOMS
•	 HOSPITAL RECORDS
•	 JENNY CRAIG
BUBBLE DIAGRAMS
INITIAL SKETCHES
EARLY SKETCHES OF FLOORPLAN AND SHAPE OF THE
3 – STORY RESIDENCIES AT TIFFANY & CO PRISON,
WHICH LOOKS LIKE A TIFFANY BOX WHEN VIEWED
FROM THE SITE
INITIAL SKETCHES
INITIAL SKETCHES
IS BUILT TO OVEROOK TH REST OF THE BUILDING. LOTS OF GLASS AND
NATURE TO SHOW THE PASSING OF THE SEASONS AND GIVE PRISONERS
A SENSE OF TIME. PLACES TO REFLECT IN SOLITUDE AND SAFETY AND
LEARN TO APPRECIATE LIFE TO HELP INMATES FORM A SENSE OF
GRATITUDE THAT WILL HELP WITH REHABILITATION & LIFE AFTER GAOL
PRIVATE ROOMS WITH OWN ENSUITES AND TV, THE SAME AS IN HALDEN.
THE PRISON IS MADE UP OF ‘PODS’ WHICH ARE 3 STOREY TIFFANY
BOX DESIGNED SELF CONTAINED HOUSES, WITH A CENTRAL ATRIUM
WITH A VEGETABLE PATCH. THE INMATES LIVE IN GROUPS OF 8 WITH 2
(INTERCHANGABLE) GUARDS WHO STAY ON THE THIRD FLOOR WHICH
INTEGRATES A DOG RESCUE ON THE GROUNDS AND THE INMATE WILL
HELP TO RETRAIN AND REHABILITATE TRAUMATISED AND AGGRESSIVE
DOGS WHO WOULD OTHERWISE BE EUTHENISED. THE INMATES WOULD
EARN THE PRIVELEGE TO WORK WITH THE DOGS WITH A RECORD OF
GOOD BEHAVIOUR
HAVING WORKED FOR YEARS WITH AS A VOLUNTEER FOR DOG
RESCUES, I HAVE EXPERIENCED THE HEALING NATURE THE PARTNERSHIP
OF DOG AND MAN CAN HAVE AND THE EFFECT IT HAS ON HELPING
BOTH TO REHABILITATE EACH OTHER AND LEARN LOVE, CARE,
TENDERNESS AND RESPONSIBILITY. MY PRISON CONCEPT ALSO
PROGRESSION
PROGRESSION
FINAL
FINAL
Alternatively visit: https://youtu.be/r8-j_Pvslp4
Click to activate animation:
Alternatively visit: https://youtu.be/3ScByZwviTY
Click to activate animation:
Alternatively visit: https://youtu.be/r8-j_Pvslp4
Click to activate animation:
Prison
THANK YOU!
–LAUREL
REFERENCES – ONLINE
Tiffany shareholder info
& company profile:
http://investor.tiffany.com/index.cfm
Market analysis
https://brandtiffanyandco.wordpress.
com/brand-positioning/
Article Tiffany’s: Online Luxury and
The Mobile Brand Experience
https://www.surveysampling.
com/blog/tiffanys-online-luxury-
mobile-brand-experience/
Overview tiff biz market realist
http://marketrealist.com/2015/12/must-
know-business-overview-tiffany-co/
Futuristic jails:
http://weburbanist.com/2011/09/23/
not-just-jail-12-modern-futuristic-
fascinating-prisons/
Designs furniture for youth prisons:
https://www.dezeen.com/2015/05/15/
kai-lin-furniture-youth-prison-cells-
wanted-design-new-york-2015/
Halden’s prison - Norway
https://en.wikipedia.org/
wiki/Halden_Prison
Build a prison that comforts:
https://www.fastcompany.
com/3044758/how-to-design-a-
prison-that-actually-comforts-
and-rehabilitates-inmates
Material board resources:
https://www.backdropexpress.com
https://www.sketchuptextureclub.com
https://motherboard.vice.com/
en_us/article/ypwwby/meet-
the-architect-whowants-
to-build-a-more-humane-prison
Architectural dimension reference:
http://www.houseplanshelper.com/
Tiffany hire local people in their
workshops around the world video:
http://www.tiffany.com/engagement/
the-journey-of-a-tiffany-diamond
REFERENCES – ONLINE CONT’D
Great site w info on prisoner mentality:
http://www.russellsage.org/
Frederick Neitenstein’s philosophy of
reform (NSW, turn of the century):
https://books.google.com.au/
books?id=HWqHAKxvV-cC&pg=PA
149&lpg=PA149&dq=Frederick+Neit
enstein%27s+philosophy+of+reform
&source=bl&ots=MMYKI0aHUe&si
g=FGRFOoET_0gGnJfLYD13AERJZ
Kids for Cash scandal in US –
judge paid for 20 yrs of being
by private juvenile prisons to sentence
kids for minor offence e.g.
fighting in school or having a
fake MySpace page (girl):
http://www.npr.
org/2014/03/08/287286626/kids-for-
cash-captures-a-juvenilejustice-
scandal-from-two-sides
Tiffany store design:
http://press.tiffany.com/News/
NewsItem.aspx?id=166
Stanford Prison Experiment:
https://www.psychologistworld.
com/influence-personality/
stanford-prison-experiment
How to read plans:
https://www.homedesigndirectory.
com.au/how-toread-
plans/
Long Bay Prison – Office of
Environment & Heritage site:
http://www.environment.nsw.
gov.au/heritageapp/
V. Interesting article about
prison architect sim game:
https://motherboard.vice.com/en_us/
article/gvyzm4/we-asked-an-architect-
about-the-game-prison-architect
USA RECIVIDISM RATES
https://www.huffingtonpost.com/
christopher-zoukis/report-documents-
us-recid_b_9542312.html
REFERENCES – BOOKS (THE ANALOG KIND)
eBook - Prison Plans and illustrations
Psycho Cybernetics
– Maxwell Maltz
Introduction to Architecture
– James F Eckler
Drawing: The Motive Force of
Architecture (second edition)
–Peter Cook
Fashion House: Illustrated Interiors
From the Icons of Style
–Megan Fless
The Architecture of Natural Light
–Henry Plummer
Chic Home Interiors
–Linksbooks
Banksy: Wall and Piece
–Banksy
Photographs sourced from:
Unsplash.com
https://picography.co/
google.com.au
Designers own photography
Sketchup textures sourced from:
https://www.sketchuptextureclub.com
Designers own photography & design

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Tiffany & Co Prison / U.S Corrections reform proposal – Branded Environment Final presentation

  • 2. “ ” ...Design a proposal for an environment to stage an existing brand into a three dimensional space....
  • 4. BRAND RESEARCH Tiffany designs are never discontinued, they are simply retired...“ • FOUNDED IN 1837 NYC BY CHARLES LEWIS TIFFANY • COUTURE JEWELLERY • SOURCE THE FINEST DIAMONDS • ASSOCIATIONS WITH HIGH SOCIETY AND CELEBRITY • TWO CENTURIES OF STATUS
  • 5. TIFFANY & CO NET WORTH $11,600,000,000 (AS OF MAY 2017)
  • 6. U.S. CORRECTIONS COST PER ANNUM, WITH AN ESTIMATED 1.2 TRILLION ADDITIONAL SOCIAL & AGGREGATE COSTS TO COMMUNITIES UNDER THE CURRENT U.S. SYSTEM (AS OF JAN 2017) $80,000,000,000
  • 7. U.S. CORRECTIONS COST NOTE: THIS IS THE CORRECT FIGURE SOURCE PER ANNUM, WITH AN ESTIMATED 1.2 TRILLION ADDITIONAL SOCIAL & AGGREGATE COSTS TO COMMUNITIES UNDER THE CURRENT U.S. SYSTEM (AS OF JAN 2017) $80,000,000,000
  • 9. TIFFANY TARGET MARKETS • AFFLUENT WOMEN • CELEBRITIES • ENGAGEMENTS/WEDDINGS • GIFT–GIVERS • GIFT–RECEIVERS
  • 11. TIFFANY BRAND ELEMENTS • WHEAT LEAF MOTIF • RIBBON • BLUE BOX • NEW YORK • MAGNOLIA
  • 12. PRISON ELEMENTS • CELLS • COMMON AREA – RECREATION • HALLWAYS • YARD • AREAS FOR GUARDS - ROOMS, PASSAGES ETC • KITCHEN • BATHROOMS - TOILETS/SHOWERS ETC • LAUNDRY • WORK AREAS • CLASSROOMS • LIBRARY • VISITING AREAS
  • 13. “ ” Tiffany & Co. seeks to enrich the lives of its customers by creating enduring objects of extraordinary beauty that will be cherished for generations. ...Our product mission is to produce objects of timeless design using the purest materials and exhibiting the finest craftsmanship. MISSION STATEMENT
  • 14. SECONDARY RESEARCH 2016 GEOGRAPHICAL SALES MIX • AMERICAS 46% • THE ASIA-PACIFIC REGION 25% • JAPAN 15% • EUROPE 11% • OTHER 3% OF WHICH 92% WERE JEWELERY SALES
  • 15. SECONDARY RESEARCH 2016 WORLD PRISON POPULATIONS 1. USA = 2,145,100 2. CHINA = 1,649,804 3. BRAZIL = 657,680 4. RUSSIA = 609,485 5. INDIA = 419,623
  • 16. SECONDARY RESEARCH TIFFANY & CO EMPLOYEES AS OF JAN 2017 11,900 ACROSS THE GLOBE 313 STORES WORLDWIDE WITH A TOTAL GROSS SQUARE FEET OF 1,281,900
  • 17. U.S. CONFINEMENT RATES 2017 TOTAL IMPRISONED IN USA AS OF JAN 2017: 2.3 MILLION 1719 – STATE PRISONS 102 – FEDERAL PRISONS 901 – JUVENILE CORRECTION FACILITIES 3163 – LOCAL GAOLS 76 – OTHER
  • 18. TIFFANY & CO BRAND VALUES • TIMELESS BEAUTY • OBJECTS OF LUXURY • EXQUISITE CRAFTMANSHIP • SUPPLY CHAIN EXCELLENCE • SOCIAL & CORPORATE ETHICS • ENVIRONMENTAL SUSTAINABILITY
  • 20. TIFFANY & CO MOOD BOARD JOY. INDULGEMENT. AWE. NOSTALGIA.
  • 21. ENVIRONMENT – PRISON My choice for a prison as my branded environment was simply because it is an unexpected and challenging option, about as far removed as you can get from the usual associations that come with the brand Tiffany & Co and I wanted to challenge myself to see if I could force a connection. “
  • 22. ­–Dugold Stewart (Scottish philosopher) “The faculty of imagination is the great spring of human activity and the principal source of human improvement. Destroy this faculty, and the condition of man will become as stationary as that of the brutes.”
  • 23. THE PROBLEM SOURCE: The Economist THE NUMBER OF INCARCERATED PEOPLE IN THE US HAS QUADRUPLED 1980SINCE
  • 24. THE PROBLEM SOURCE: The Economist AND WHILST THE U.S.A CONSTITUTES JUST OF THE WORLD’S POPULATION 5%
  • 25. AND WHILST THE U.S.A CONSTITUTES JUST OF THE WORLD’S THE PROBLEM SOURCE: The Economist IT’S HOME TO ROUGHLY OF THE WORLD’S PRISONERS POPULATION 5% 25%
  • 26. THE PROBLEM OVER HALF OF US INCARCERATED POPULATION SHOW SYMPTOMS OF A MENTAL HEALTH DISORDER
  • 27. OVER HALF OF US INCARCERATED POPULATION SHOW SYMPTOMS OF A MENTAL HEALTH DISORDER THE PROBLEM 45% OF FEDERAL PRISONERS 56% OF STATE PRISONERS 64% OF LOCAL JAIL INMATES SOURCE: US Bureau of Justice Statistics (2006)
  • 28. 45% OF FEDERAL PRISONERS 56% OF STATE PRISONERS 64% OF LOCAL JAIL INMATES THE PROBLEM SOURCE: US Bureau of Justice Statistics (2006) ...COMPARED TO JUST 11% THE GENERAL U.S. POPULATION WHO SHARE THE SAME SYMPTOMS
  • 29. A 2002 STUDY SHOWED THAT OF THE 275,000 U.S. PRISONERS RELEASED IN 1994, WITHIN THE PROBLEM
  • 30. A 2002 STUDY SHOWED THAT OF THE 275,000 U.S. PRISONERS RELEASED IN 1994, WITHIN 3 YEARS THE PROBLEM
  • 31. A 2002 STUDY SHOWED THAT OF THE 275,000 U.S. PRISONERS RELEASED IN 1994, WITHIN 3 YEARS 67.5% THE PROBLEM
  • 32. A 2002 STUDY SHOWED THAT OF THE 275,000 U.S. PRISONERS RELEASED IN 1994, WITHIN 3 YEARS HAD BEEN ARRESTED67.5% THE PROBLEM
  • 33. A 2002 STUDY SHOWED THAT OF THE 275,000 U.S. PRISONERS RELEASED IN 1994, WITHIN 3 YEARS HAD BEEN ARRESTED67.5% 51.8% THE PROBLEM
  • 34. A 2002 STUDY SHOWED THAT OF THE 275,000 U.S. PRISONERS RELEASED IN 1994, WITHIN 3 YEARS HAD BEEN ARRESTED WERE BACK IN PRISON 67.5% 51.8% SOURCE: Wikipedia – Incarceration in the United States THE PROBLEM
  • 35. SOLVING THE PROBLEM The US incarcaration system, built on a faulty and ill–informed premise of justice, is a scourge that only adds to the very problem it seeks to solve. The suffering it inflicts on it’s people requires those Americans who are wealthy & philanthropic to turn their sights to improving social issues on their own soil, before turning their attentions to issues elsewhere on the globe. “
  • 36. AMERICAN PRISON DESIGN IS A MANIFESTATION OF THE STATIC STRATEGY SOLVING THE PROBLEM SECURITY
  • 37. SOLVING THE PROBLEM THIS SYSTEM FOCUSES ON REDUCING FOR CRIMINAL BEHAVIOUR OPPORTUNIES
  • 38. SOLVING THE PROBLEM BY DOING THINGS LIKE RESTRICTING TO DIFFERENT AREAS WITHIN THE PRISON ACCESS
  • 39. SOLVING THE PROBLEM SECURITY LIKE TAMPERPROOF SCREWS, TOUGHENED GLASS AND 24/7 VIDEO SURVEILLANCE PURPOSES AND USING ONLY MATERIALS THAT ARE BUILT FOR
  • 40. SOLVING THE PROBLEM DIRECT BETWEEN INMATES AND CORRECTIONAL OFFICERS TO REDUCE CONFRONTATION INTERACTION STATIC SECURITY CONTROLS MINIMISE THE NEED FOR
  • 41. SOLVING THE PROBLEM SENSE OF LEAVING INMATES ISOLATED AND DEHUMANISED COMMUNITY BUT AS A RESULT ALSO INHIBIT RELATIONSHIP BUILDING AND THE DEVELOPMENT OF A
  • 42. SOLVING THE PROBLEM BEHAVIOUR STATIC SECURITY MEASURES ASSUMES THAT THE INMATE WILL ENGAGE IN NEGATIVE IF GIVEN THE OPPORTUNITY
  • 43. SOLVING THE PROBLEM STRUCTURE DYNAMIC SECURITY MEASURES LIKE THOSE USED IN THE NORWAY PRISON SYSTEM PROVIDE A SOCIAL IN WHICH THE INCENTIVES TO ENGAGE IN NEGATIVE BEHAVIOR ARE REMOVED
  • 44. UNDER THE ASSUMPTION THAT THE INMATES THEIR BEHAVIOUR SOLVING THE PROBLEM WILL ADAPT
  • 45. SOLVING THE PROBLEM CHOICES THIS REHABILITATIVE STRATEGY PREPARES INMATES TO MAKE POSITIVE WHEN THEY ARE RELEASED
  • 46. THE NORWEGIANS PRISON SYSTEM IS ABOUT REHABILITATION
  • 47. THE NORWEGIANS PRISON SYSTEM IS ABOUT NOT REHABILITATION REVENGE
  • 49. VALUES BRAND BUT WHAT HAS THIS ALL GOT TO DO WITH • ?
  • 50. BUT WHAT HAS THIS ALL GOT TO DO WITH VALUES BRAND • ?
  • 51. BUT WHAT HAS THIS ALL GOT TO DO WITH Ultimately, Tiffany & Co is all about “
  • 52. BUT WHAT HAS THIS ALL GOT TO DO WITH Ultimately, Tiffany & Co is all about “ LOVE...
  • 53. BUT WHAT HAS THIS ALL GOT TO DO WITH Ultimately, Tiffany & Co is all about “ The following shows some forward thinking prisons where LOVE is having amazing results on Norways justice system LOVE...
  • 54. BASTOY ISLAND PRISON, NORWAY • MINIMUM SECURITY • 2.6 KM ISLAND • 115 INMATES • FIRST EVER ‘ECOLOGICAL PRISON’ RECIDIVISM (REOFFENDING) RATE WITHIN 5 YEARS OF RELEASE: 16% EUROPE AVERAGE: 70% USA AVERAGE STATE: 76.6% FEDERAL: 44.7%
  • 55. HALDEN PRISON, NORWAY • MAXIMUM SECURITY • 75 ACRES • 251 INMATES • NORWAY’S 2ND LARGEST • OFFERS SKILLS AND REHABILITATION THROUGH TRUST TEACHES LIFE SKILLS SO PRISONERS ARE PREPARED FOR LIFE OUTSIDE PRISONERS HAVE KEYS TO CELLS AND ACCESS TO COOKING UTENSILS
  • 56. • NO PRISONER UNIFORMS • GUARDS AND PRISONERS ARE FRIENDLY WITH EACH OTHER AND ARE ENCOURAGED TO INTERACT • NO BARS ON WINDOWS AND SCENES OF NATURE VISIBLE • SPACIOUS CELLS • COMMON AREA HAS XBOX, DARTS • KITCHENS HAVE PORCELAIN PLATES AND METAL KNIVES, FORKS/UTENSILS AND USED WITHOUT SUPERVISION HALDEN PRISON, NORWAY
  • 57. HALDEN PRISON, NORWAY • HAS A RECORDING STUDIO WITH INSTRUMENTS • WOODWORKING, ASSEMBLY WORKSHOP, RETAIL CUSTOMER SERVICE POSITIONS • SHOP WHERE THEY CAN BUY GROCERIES • NOT COMPULSORY TO LEAVE THEIR CELLS/ROOMS BUT ARE ENCOURAGED TO DO SO BY GETTING $5 EVERY DAY THAT THEY DO LEAVE
  • 58. REFLECTIONS Are Hoidal, who heads Halden prison, told the Guardian: “Everyone who is imprisoned inside Norwegian prisons will be released.... but everyone.... will go back to society. We look at what kind of neighbor you want to have when they come out. If you stay in a box for a few years, then you are not a good person when you come out. If you treat them hard… well, we don’t think that treating them hard will make them a better man. We don’t think about revenge in the Norwegian prison system. We have much more focus on rehabilitation. It is a long time since we had fights between inmates. It is this building that makes softer people.” Tiffany & Co have had a charmed and blessed life, and so have those who shop there. These people are blessed because they believe they are blessed. If you know that good is coming to you, then it does. If you expect abundance, more comes to you. Tiffany & Co is strong in it’s ethics. In third world countries that they source diamonds from, they teach the locals how to cut the diamonds, how to recognise them. They give these poverty stricken locals skills that they can use for life. This is their way of giving back to the countries that they are using to source their riches from. But what about their own country? The US is the most poverty stricken, misery stricken of all and it is there, as we see from an earlier slide, that most of the wealth for Tiffany and Co comes from.
  • 59. If a prison was to, as Halden does, give these poor unfortunates an opportunity to see the blessed life, and to give them new skills as they do with the countrymen of those overseas, crime & poverty in America would go down and economy and quality of life would go up. Instead of focusing on punishment, and treating it’s citizens like animals, traumatized and with no hope of a better life or knowledge that one is even an option to them, the US needs to change its vengeful and cutthroat way of thinking to one of pragmatism and compassion, the way that Norway has done. The current US justice system only exacerbates and worsens the very problems that it is put there (supposedly) to deal with. If the US people are to solve the crime and poverty problem before it engulfs and ruins their economic security and societial values, eventually turning them into a third world country themselves they need to change their way of thinking. To create prisons in America as they have in Norway and like I have designed here would be a long–term and immensely costly excercise, but one that would pay off not just from the USA, but for the humanity across the globe. The cost of such an excercise would be more than the government would be willing to commit to, or risk their consituency for. The only way to get the government on board is through the people, and the only way REFLECTIONS
  • 60. REFLECTIONS to get the people on board is through certain factions leading the way and getting the people on board through example and clever marketing. This is where Tiffany & Co come in. As an ethical company with a huge following and a great reputation, but who’s future is dependent on the dwinding natural resources of the globe, to make an impact, to sustain it’s long–term profitability, it needs it’s homeland to remain a place of wealth . If Tiffany & Co were to trailblaze this new form of justice in America in a way where the priority was to serve the community first and promote its brand secondarily, it would start a movement that with the results in time, would get the population, and therefore the government on board. Before that time however, it would be likely that other corporate bodies and affluent philanthropists would also join the cause lending their own investments to the enterprise. It would be a charitable effort to the same magnitude as when there is a disaster somewhere in the world, the same as the world donated to 9/11. And although it has happened slowly, stealthily, without the headline grabbing impactfulness of a tsunami or a volcanic eruption, the American justice system is a disaster on an epic scale, creating more misery and destruction of human lives and families than 100 Hurricane Katrinas. And Tiffany & Co can help.
  • 62. PRISON MOOD BOARD LEARN. GOALS. ACHEIVE. APPRECIATE.
  • 66. CONCEPT VISUALIZATIONS As a prison needs to be a highly functional environment, the walls, structure and layout are integral. The access to the outdoors and highly stylized and architectural aspects will be used to convey tiffany’s brand values with strong lines and interesting angles “
  • 67. PRIMARY RESEARCH ARCHITECTURE THAT I TOOK INSPIRATION FROM AROUND BONDI BEACH
  • 68. ATTEMPTED PRIMARY RESEARCH • ARRANGEMENTS WITH TIFFANY’S TO VISIT BONDI JUNCTION & CBD STORES TO CONDUCT INTERVIEWS & PHOTOGRAPH DESIGN ELEMENTS – TURNED DOWN • FAXED LETTER TO GOVERNOR, SILVERWATER CORRECTIONAL REQUESTING ACCESS • RECEIVED REPLY WITH INSTRUCTIONS TO SEND LETTER OF REQUEST TO COMMISIONER • RECEIVED REPLY DENYING REQUEST
  • 69. BRAINSTORMING A large amount of my time spent preparing for this assessment was in using brainstorming and lateral thinking techniques to come up with unusual and different ideas for locations/ spaces to brand. The following pages outline the spaces & brands that made the shortlist, but not the final cut. “
  • 70. LOCATION ALTERNATIVES • LIMOUSINE • ZOO • ICE SKATING RINK • CIRCUS • AEROPLANE • RAILWAY STATION • NATURE WALK • PUBLIC POOL • RUBBISH DUMP • KINDERGARTEN • QUARRY • COURT ROOM • SUBMARINE • CAR WASH/DOG WASH • AMUSEMENT PARK • STADIUM/GRANDSTAND • CEMETERY • TREEHOUSE • BOMB SHELTER • CHURCH • SPACE STATION • PLAYGROUND • FARM/ABBATOIR • YACHT/FERRY
  • 71. BRANDS ALTERNATIVES • GREENPEACE • TOYS R’US • FORBES • HARPERS BAZAAR • VIRGIN • TRANSFORMERS • DISNEY • FORMULA ONE • TAMPAX • THE SIMPSONS • FENDER GUITARS • CLIPSAL • NASA • MAD MAGAZINE • KINDER SURPRISE • HAVIANAS • LEGO • HALLMARK • RAY BANS • BARBIE • LEVIS • TROJANS CONDOMS • HOSPITAL RECORDS • JENNY CRAIG
  • 73. INITIAL SKETCHES EARLY SKETCHES OF FLOORPLAN AND SHAPE OF THE 3 – STORY RESIDENCIES AT TIFFANY & CO PRISON, WHICH LOOKS LIKE A TIFFANY BOX WHEN VIEWED FROM THE SITE
  • 75. INITIAL SKETCHES IS BUILT TO OVEROOK TH REST OF THE BUILDING. LOTS OF GLASS AND NATURE TO SHOW THE PASSING OF THE SEASONS AND GIVE PRISONERS A SENSE OF TIME. PLACES TO REFLECT IN SOLITUDE AND SAFETY AND LEARN TO APPRECIATE LIFE TO HELP INMATES FORM A SENSE OF GRATITUDE THAT WILL HELP WITH REHABILITATION & LIFE AFTER GAOL PRIVATE ROOMS WITH OWN ENSUITES AND TV, THE SAME AS IN HALDEN. THE PRISON IS MADE UP OF ‘PODS’ WHICH ARE 3 STOREY TIFFANY BOX DESIGNED SELF CONTAINED HOUSES, WITH A CENTRAL ATRIUM WITH A VEGETABLE PATCH. THE INMATES LIVE IN GROUPS OF 8 WITH 2 (INTERCHANGABLE) GUARDS WHO STAY ON THE THIRD FLOOR WHICH
  • 76. INTEGRATES A DOG RESCUE ON THE GROUNDS AND THE INMATE WILL HELP TO RETRAIN AND REHABILITATE TRAUMATISED AND AGGRESSIVE DOGS WHO WOULD OTHERWISE BE EUTHENISED. THE INMATES WOULD EARN THE PRIVELEGE TO WORK WITH THE DOGS WITH A RECORD OF GOOD BEHAVIOUR HAVING WORKED FOR YEARS WITH AS A VOLUNTEER FOR DOG RESCUES, I HAVE EXPERIENCED THE HEALING NATURE THE PARTNERSHIP OF DOG AND MAN CAN HAVE AND THE EFFECT IT HAS ON HELPING BOTH TO REHABILITATE EACH OTHER AND LEARN LOVE, CARE, TENDERNESS AND RESPONSIBILITY. MY PRISON CONCEPT ALSO
  • 79. FINAL
  • 80. FINAL
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  • 95. REFERENCES – ONLINE Tiffany shareholder info & company profile: http://investor.tiffany.com/index.cfm Market analysis https://brandtiffanyandco.wordpress. com/brand-positioning/ Article Tiffany’s: Online Luxury and The Mobile Brand Experience https://www.surveysampling. com/blog/tiffanys-online-luxury- mobile-brand-experience/ Overview tiff biz market realist http://marketrealist.com/2015/12/must- know-business-overview-tiffany-co/ Futuristic jails: http://weburbanist.com/2011/09/23/ not-just-jail-12-modern-futuristic- fascinating-prisons/ Designs furniture for youth prisons: https://www.dezeen.com/2015/05/15/ kai-lin-furniture-youth-prison-cells- wanted-design-new-york-2015/ Halden’s prison - Norway https://en.wikipedia.org/ wiki/Halden_Prison Build a prison that comforts: https://www.fastcompany. com/3044758/how-to-design-a- prison-that-actually-comforts- and-rehabilitates-inmates Material board resources: https://www.backdropexpress.com https://www.sketchuptextureclub.com https://motherboard.vice.com/ en_us/article/ypwwby/meet- the-architect-whowants- to-build-a-more-humane-prison Architectural dimension reference: http://www.houseplanshelper.com/ Tiffany hire local people in their workshops around the world video: http://www.tiffany.com/engagement/ the-journey-of-a-tiffany-diamond
  • 96. REFERENCES – ONLINE CONT’D Great site w info on prisoner mentality: http://www.russellsage.org/ Frederick Neitenstein’s philosophy of reform (NSW, turn of the century): https://books.google.com.au/ books?id=HWqHAKxvV-cC&pg=PA 149&lpg=PA149&dq=Frederick+Neit enstein%27s+philosophy+of+reform &source=bl&ots=MMYKI0aHUe&si g=FGRFOoET_0gGnJfLYD13AERJZ Kids for Cash scandal in US – judge paid for 20 yrs of being by private juvenile prisons to sentence kids for minor offence e.g. fighting in school or having a fake MySpace page (girl): http://www.npr. org/2014/03/08/287286626/kids-for- cash-captures-a-juvenilejustice- scandal-from-two-sides Tiffany store design: http://press.tiffany.com/News/ NewsItem.aspx?id=166 Stanford Prison Experiment: https://www.psychologistworld. com/influence-personality/ stanford-prison-experiment How to read plans: https://www.homedesigndirectory. com.au/how-toread- plans/ Long Bay Prison – Office of Environment & Heritage site: http://www.environment.nsw. gov.au/heritageapp/ V. Interesting article about prison architect sim game: https://motherboard.vice.com/en_us/ article/gvyzm4/we-asked-an-architect- about-the-game-prison-architect USA RECIVIDISM RATES https://www.huffingtonpost.com/ christopher-zoukis/report-documents- us-recid_b_9542312.html
  • 97. REFERENCES – BOOKS (THE ANALOG KIND) eBook - Prison Plans and illustrations Psycho Cybernetics – Maxwell Maltz Introduction to Architecture – James F Eckler Drawing: The Motive Force of Architecture (second edition) –Peter Cook Fashion House: Illustrated Interiors From the Icons of Style –Megan Fless The Architecture of Natural Light –Henry Plummer Chic Home Interiors –Linksbooks Banksy: Wall and Piece –Banksy Photographs sourced from: Unsplash.com https://picography.co/ google.com.au Designers own photography Sketchup textures sourced from: https://www.sketchuptextureclub.com Designers own photography & design