Final assessment for the class 'Branded Environments'
Pick an existing brand and an environment and put the two together in a compelling way, then design the interiors to that space and create a 3D animation. I chose Tiffany & Co and a prison... (I'm masochistic, clearly)
Unfinished as I ended up designing an entire 3 storey building instead of the interior of just one space, also was learning how to use Sketchup which is unlike any Adobe software and took quite a bit of getting used to
Modelled to look like a Tiffany & Co box from the side
Prison based on Norwegian justice systems which focus on rehabilitation, not revenge
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
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%
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.
“
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
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
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.
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
“
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
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