Spear Case Study : ODA

Case Study
Client: Office for Architecture & Design

Project Overview

ODA DNA
Office for Design & Architecture
- Full service New York based practice
- Innovative strategic design solutions
- Integrating building & interior architecture
- Creators of signature iconic spaces
- Both public & private
- A leader in contemporary design
2011 Spear Design Group. All rights reserved. Proprietary & Confidential

2

Project Overview

DESIGN CRITERIA
Develop a monograph promotional piece that:
- Showcases your diverse body of work
- Conveys your creative process
- Encapsulates your methodology
- Targets national and international clients
- Modern, innovative and unique

- Knocks your competitors socks off

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Concept 1: DESIGN STRATEGY

SIMPLEXITY is a theory that proposes a possible
complementary relationship between complexity
and simplicity. The act of establishing a simple
solution for something that is complex and vice
versa. The result is a totally unexpected merging of
the two conditions into something utterly unique.

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Overview: A Series of 10 Modules
One Module per project > Easy to update and customize

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Slip Case Front through the frosted poly you’ll see the cover is the Module #1 SIMPLEXITY

2011 Spear Design Group. All rights reserved. Proprietary & Confidential 2


Module 1 Simplexity Cover

XITY
SIM
PLE
3

Module 1 Simplixity > Opening statement

ODA IS RECOGNIZED FOR CREATING SOPHISTICATED AND MEMORABLE
ENVIRONMENTS THROUGH INVENTIVE AND THOUGHTFUL DESIGN. WE
TRANSFORM IDEAS CREATING UNIQUE AND ICONIC ARCHITECTURE,
PROVING TO BE A LEADER IN CONTEMPORARY DESIGN. THROUGH CLIENT
COLLABORATION AND A HIGHLY INNOVATIVE DESIGN PROCESS, WE
HONOR EACH SPACE BY ALLOWING THE CREATIVE PROCESS TO UNFOLD.
WE BRING DISCIPLINE, RESPECT, AND INTUITION TO OUR WORK — PUBLIC &
SIMPLICITY
PRIVATE, NEW CONSTRUCTION & RESTORATION, COMMERCIAL & RETAIL, +

HIGH-RISE RESIDENTIAL, PRIVATE HOMES & ESTATES, AND COMMUNITY COMPLEXITY
=
DEVELOPMENT. BY ADOPTING A HOLISTIC DESIGN APPROACH AND WITH SIMPLEXITY

CAREFUL ANALYSIS OF EVERY DETAIL, WE INTEGRATE THE BUILDING ARCH-
ITECTURE WITH INTERIOR ARCHITECTURE, SHAPING DEEPLY PERSONAL
AND REFINED SPACES. OUR COMMITMENT TO OUR CLIENTS IS OUR

WILLINGNESS TO EXPLORE NEW IDEAS AND TECHNOLOGIES WHICH
ARE VISIBLE IN THE ENVIRONMENTS WE CREATE. ODA SEARCHES FOR
THE DNA OF EACH PROJECT, ASPIRING TO PRESERVE ITS DIVERSITY,
REVEALING UNEXPECTED ELEMENTS AND TIMELESS CHARACTER.

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Module 1 Principles > Bios

SIM
ERAN Studied Architecture at Virginia
Tech in Blacksburg Virginia. RYOKO
CHEN After graduating in 1995 with
a Bachelor of Architecture
degree, Christian worked as
OKADA
a carpenter with design/build
firms and then as an archi-
Born in Israel in 1970, Mr. tect, working on housing and Received a Bachelors degree
Chen studied Architecture at furniture projects. Christian in Industrial Design from
Bezalel School of Art and resides in New York City with Chiba University in Japan and
Design in Jerusalem, receiving his wife and two children. a Masters degree in Interior
a B.Arch Diploma with Honors Design from Pratt Institute
As a Principal with ODA,
in 1996. His first projects were in New York. Ms. Okada’
Mr. Bailey has heightened his
built in Israel shortly after his experience is far reaching;
involvement in Manhattan’s
graduation and included pri- working on a variety of proj-
real estate development
vate homes, retail, commercial ects in the United States as
market. His ability to under-

PLE
and restaurant interiors. well as internationally. Her
stand a client’s initiatives,
comprehensive professional
Shortly after moving perma- challenges, and range to find
experience includes work in
nently to New York city in unique solutions for complex
project sectors such as in
1999, Mr. Chen became a programming enables creat-
hospitality, boutique retail
Design Principal at Perkins ing progressive architecture
concepts, Mr. Chen is recog- design, and residential design.
Eastman Architects where he of the highest level of design
nized in publications such as She has also been a key
led some of the firm’s most quality highlighted in his work
Architectural Record, Interior team member for large-scale
notable projects in such sec- at ODA. Mr. Bailey’s man-
Design, The Architect’s News- academic, civic and com-
tors as education, residential, agement skills and leadership
paper, The New York Times, mercial clients. Ms. Okada’s
healthcare and commercial are most notable in projects
and has recently drawn emphasis for sophistication,
developments. A dynamic for various market sectors
international attention from function and style has helped
force in Manhattan’s develop- such as multifamily housing,
MARU Magazine, Concept to create custom finishes
ment market and the guiding hospitality and interiors, as
Architecture Magazine, Frame, and furniture designs for
energy behind multiple pro- well as educational projects.
and others. many clients.
minent projects in Manhattan, Mr. Bailey is a registered

XITY
his presence is increasingly Architect in the State of New Ms. Okada, a certified interior
noted in the world of archi- York, NCARB Certified, a designer in the State of New
tecture and design. Mr. Chen member of the American York and one of the founding
is a guest Professor at Bezalel Institute of Architecture, and a members of ODA. Among the
School of Art and Design and LEED accredited professional. many awarded and/or pub-
an advisor to many high-pro- lished projects in which she

file projects both nationally has participated are, the ren-
and internationally. ovation and restoration of the
With Mr. Chen’s versatility
and ingenuity, ODA is now
C HRISTIAN interior architecture of Radio
City Music Hall, Equinox
involved with wide range of
projects including architecture,
BAILEY Restaurant and Brasserie 8.
She is currently working on
several boutique hotel, luxury
interiors and furniture design.
residential condominium and
Gaining acknowledgment for
prominent private residence
imaginative and provocative
projects in New York City.

11

Module 2 Oslo Museum

NATIONAL MUSEUM OF ART, ARCHITECTURE & DESIGN, OSLO

QUARTZ

6


ODA
OSLO office for design & architecture

MUSEUM
QUARTZ IS AN ABUNDANT MINERAL IN THE
EARTH’S CRUST. THE HIGH PURITY QUARTZ
FOUND IN NORWAY, IS BECOMING ONE OF
TODAY’S KEY STRATEGIC RAW MATERIALS. HIGH
PURITY QUARTZ, LIKE ART, REQUIRES A GREAT
LEVEL OF REFINEMENT. INSPIRED BY ONE OF
NORWAY’S NATURAL MINERAL RESOURCES, THE GOAL
OF THE NATIONAL MUSEUM OF ART, ARCHITECTURE AND
DESIGN IS TO ESTABLISH ITSELF AS PLACE OF INTERNA-
TIONAL SIGNIFICANCE. THE MUSEUM WILL BECOME A
DYNAMIC NEW COMPLEX WITH A VIBRANT NATIONAL
RESEARCH CENTER FOR EXCELLENCE IN THE VISUAL ARTS.
This process of refining the arrangement of spaces in a contem-
porary museum is similar to the refinement of raw quartz found in
the earth. The first step for processing the mineral physically
includes crushing, flotation, and separation techniques.
The white box museum is pulled apart, analyzed and
reconstructed into a more performance and
freedom based design. Once the dissection

and floatation of the individual com-
ponents are given identity, they
are reorganized around a
central hub, similar
to a wheel of a
bicycle.

7


DISTINCT GALLERY TYPES ARE
NATIONAL MUSEUM OF ART, ARCHITECTURE & DESIGN, OSLO
MOLDED INTO SHAPE WITH
SPECIFIC PROPORTIONS,
LIGHTING, AND CIRCUL-
ATION REQUIREMENTS.

QUARTZ

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Module 3 15 USW

15 UNION SQUARE WEST, NEW YORK CITY

GLASS
TIFFANY

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Module 3 15 USW

This structure overlooking Union Square Park
was originally designed for Tiffany & Company
in the late 19th century.
With careful consideration for upholding its
historical place within the city, 15 Union Square West
is gracefully translated into a 21st century residential masterwork.
Creating harmony between the bygone and the present,
the design for luxury living wraps the 12-story condominium
residence in a translucent, layered glass skin,
preserving the prominent cast iron arches of the original
5-story construction and dramatic 16’ceiling height.
SIZE: 62,000 SF
FEATURES: 36 RESIDENTIAL UNITS WITH PRIVATE TERRACES
OWNER: BRACK CAPITAL REAL ESTATE
ARCHITECTURAL DESIGNER: ODA – ARCHITECTURE P.C.
ARCHITECT OF RECORD: PERKINS EASTMAN ARCHITECTS P.C.
INTERIOR DESIGN: VINCENTE WOLF
The curtain wall of glass is offset from the outside surface of the
cast iron facade creating an interstitial space between the apartments.
The black zinc framed panels are double insulated,
low E protection and low iron laminated glass having little refraction.
This technology creates a near perfect reflection of the park during the day with gentle
transparency at night cueing the historic structure
while only hinting at the individual apartments located within.
The design creates 7 new floors - a series
of elegant glass cubes set at different angles
to allow for vivid, unobstructed park and
city views with spacious,
private outdoor terraces.
1870 I 2010
ODA
office for design & architecture

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Module 3 15 USW

15 UNION SQUARE WEST, NEW YORK CITY

GLASS
TIFFANY

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Module 4 Breadbox Cafe Cover

BREADBOX CAFE, LONG ISLAND CITY, NY

ROLLMODEL

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Module 4 Breadbox Cafe

ODA
BREADBOX office for design & architecture

EVOKING
THE CONCEPT OF BAKERY
AS AN ARCHITECTURAL EXPRESSION,
THIS ADAPTIVE REUSE PROJECT IN QUEENS, NEW
YORK TAKES A SUSTAINABLE APPROACH DEVELOPING
A DESIGN PLAN TO CONVERT THE EXISTING STRUCTURE
INTO A WARM AND INVITING GATHERING PLACE WHILE INCORP-
ORATING THE ARTISTIC VIBRANCY OF ITS LOCAL COMMUNITY.
Exposing the existing walls and doors, ODA transformed the decaying
masonry façade of the 1950’s Esso garage into a significant rain screen
by introducing steel channels with wooden dough rollers into the skin of
the building. In keeping with sustainable principles, the heat island effect
caused by the existing asphalt parking area was addressed using
concrete block and grass throughout the paving area, and by creating
a park-like outdoor deck area which people now use to relax with
a coffee, sit and read or just people watch. The community
embraces the bold and expressive statement of this
eatery and the thoughtful and inventive design
has cultivated a cheerful and wholesome
working environment for its
employees.

13

Module 4 Breadbox Cafe

BREADBOX CAFE, LONG ISLAND CITY, NY

ROLLMODEL

SIZE: 1,840 SF
FEATURES: OUTDOOR DECK WITH SEATING
OWNER: SHUSTER MANAGEMENT
ARCHITECTURE: ODA – ARCHITECTURE, P.C.
INTERIOR: ODA – ARCHITECTURE, P.C.

14

Module 5 L.E.S. Hotel

BOWERY HOTEL, LOWER EAST SIDE, NEW YORK CITY

MODULAR

15


ODA
L.E.S.HOTEL
A NEW CONSTRUCTION, 220-KEY, 90,000

SF, GROUND-UP HOTEL PLANNED AT
THE LOWER EAST SIDE AND SOHO.
The project accommodates the renais-
sance and revitalization of a once
neglected neighborhood and will
feature amenities such as a public
plaza, restaurant and ballroom.
Each suite will possess panoramic
views of New York City and by
providing an interior setting
with a streamlined and mini-
malist palette where guests
are encouraged to explore
their individual aesthetic
and personal expression.

16


BOWERY HOTEL, LOWER EAST SIDE, NEW YORK CITY

MODULAR

17


Module 6 Private Residence

PRIVATE RESIDENCE, NEW YORK CITY

SKYHOUSE

18


ODA
PENTHOUSE office for design & architecture

ODA WAS HONORED TO
BE SELECTED TO CREATE
THE INTERIOR FOR ONE
OF THE LARGEST PRIVATE
APARTMENT RESIDENCES
IN THE UNITED STATES.

19


SIZE: 18,000 SF Located 90 stories above This superlative dwelling also
PRIVATE RESIDENCE, NEW YORK CITY
6 BEDROOMS Manhattan overlooking the East features a 75 foot expanse of
12 BATHROOMS River, this luxury condominium living and dining area along with
PRIVATE ELEVATOR boasts 360° views within a Italian kitchen, library, game
SCULPTURE GARDEN 18,000 SF of open floor area. room, day spa, home theater
30’ WATERFALL With a perimeter of 16 foot and professional grade listening
REFLECTING POOL floor-to-ceiling windows, the room with recording studio.
LIBRARY essence of the apartment is Seemingly without limitation,
GAME ROOM the sculpture garden at its every feature from the façade to
DAY SPA entrance. The garden features the interior is meticulously plan-
HOME THEATER a spectacular 30 foot waterwall ned and detailed with a modern
RECORDING STUDIO and reflecting pool overlooking and minimalist approach using
2,000 WINE ROOM the famed United Nations head- only the most pristine of
GYMNASIUM quarters along the East River. materials creating a unique
TEAHOUSE and exceptional setting to rival.

SKYHOUSE

20


Module 7 Chambers St Hotel

CHAMBERS ST HOTEL, NEW YORK CITY

WHITE
SPACE

21


ODA
CHAMBERS office for design & architecture

HOTE L
LOCATED IN THE HISTORIC TRIBECA
DISTRICT, THE LANDMARK BUILDING IS
BEING RESTORED AND CONVERTED INTO
A HOTEL THAT WILL BECOME A CATA-
LYST TO THE REVIVAL OF CHAMBERS ST.
The building was constructed in 1856 in
“Italianate Style” architecture. Clad with
Tuckahoe marble, and large-scale arched
windows with a cast iron storefront with stone
cornices, for many years it served as the
home to textile and clothing manufacturers
and retailers.

22


95 GUEST ROOMS
CHAMBERS ST HOTEL, NEW YORK CITY
LEED SILVER
COURTYARD
SKYLIGHTS
POOL
RESTAURANT
RETAIL

WHITE
SPACE

The design intent is to enlighten the into the mechanical system as well as THE TRAVELER CHAIR was inspired
dormant character of this historic building daylighting strategies that included court- when designing guest suites for the hotel.
and reveal its spirit. By understanding its yard skylights which allow for natural light The concept was developed from the
rich history, ODA was able to transform to penetrate the sub cellar pool area. hotel’s location near the garment district.
the building into it a contemporary form. The existing façade was carefully detailed Layers of fabric, diverse textures and
ODA consulted with environmental spe- to restore all the original elements as patterns. Bold, individual & independent.
cialists to develop an energy efficient per the NY City Landmarks Preservation The weighted structure of the chair is
building eligible to be LEED certified. Commission. contrasted by the playful use of fabric
A heat recovery system was incorporated striking a powerful & provocative balance.

23


Module 8 The James Hotel

THE JAMES HOTEL, NEW YORK CITY

H OM E
JAMES

24


ODA
JAMES office for design & architecture

HOTEL
THIS SOHO BOUTIQUE HOTEL

WAS DESIGNED BY ODA

IN COLLABORATION WITH

PERKINS EASTMAN. CUSTOM

INTERIORS BY ODA WITH

AMANDA SULLIVAN, BLEND

ARTISTIC ESSENTIALS AND

LUXURIOUS FUNCTIONALITY.

The hotel design strategy was

to bring community together

with hospitality. Each detail

of the hotel was meticulously

fashioned to inspire the sens-

es with a blend of traditional

as well as contemporary.

25


THE JAMES HOTEL, NEW YORK CITY

JAMES
Lorem ipsum dolor sit amet,

consectetuer adipiscing elit,

sed diam nonummy nibh

euismod tincidunt ut laoreet
HOTEL
dolore magna aliquam erat

volutpat. veniam, Duis autem

vel eum iriure dolo esse mole

stie consequat, vel illum

dolore eu feugiat nulla facili-

sis Lorem ipsum dolor sit

amet, consectetuer adipisc-

ing elit, sed diam nonummy

nibh euismod tincidunt ut

aoreet dolore magna ali-

quam erat volutpat. Ut wisi

enim ad minim veniam, Duis

26

Module 9 Stockbridge House

PRIVATE RESIDENCE, STOCKBRIDGE, MASSACHUSETTS

STOCK
BRIDGE
HOUSE

27


STOCK
THIS PRIVATE RESIDENCE

SITUATED HIGH ATOP A

HILL SLOPING TOWARD A
ODA

BRIDGE
LAKE IN STOCKBRIDGE,

MASSACHUSETTS, WILL

SERVE AS A WEEKEND

HOUSE
AND SUMMER RETREAT

FOR THREE GENERATIONS

OF THE OWNER’S FAMILY.

28


PRIVATE RESIDENCE, STOCKBRIDGE, MASSACHUSETTS

The plan for the house consists of
five independent suites sharing
common open living, dining and
kitchen spaces with a garden

STOCK
courtyard. The design takes
advantage of the tranquil lake
views while responding to the
local varying climate characteris-

BRIDGE
tics. The structure is conceived as
a rectangular box apportioned
and forming two autonomous yet
connected parts. The semitrans-

HOUSE
parent line amid the two creates a
shield from harsh northerly winds,
while the outdoor court brings an
added dimension for the indoor
|outdoor living experience. Other
amenities include children’s play
room, private theater, extended
basement, and wine cellar.

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Module 10 Chelsea residential > 555 Sixth Avenue

CHELSEA RESIDENTIAL, NEW YORK CITY

CUBE

30

Module 10 Chelsea residential

CHELSEA ODA

RESIDENTIAL
&RETAIL LOCATED BETWEEN CHELSEA AND
THE FLATIRON DISTRICT, 555 SIXTH
AVENUE IS A SIX STORY APARTMENT
BUILDING SITUATED ON AN ENTIRE
CITY BLOCK BETWEEN WEST 15TH
AND WEST 16TH STREETS.

31

Module 10 Chelsea residential

CHELSEA RESIDENTIAL, NEW YORK CITY
The revitalization of this
building will include the
addition of two floors
along with 25,000 SF of
commercial retail space
at the ground level. The
new residential floors
will be designed with pos-
sible roof deck access.

All of the existing apart-
ments will be renovated to
include new bathrooms
and kitchens. There are
two residential lobbies
which will become grand
entrances for the building.
Common areas and corri-
dors on all floors will also
be revitalized.
CUBE
Plans for the Cellar level of
the building include 5,000
SF amenity spaces, health
club, rear courtyard, Zen
Garden with cellar level
access stairs and elevator.

Plans also include the
design and construction
of an enclosed atrium over
the existing cellar level out-
door plaza and adjoining
commercial space includ-
ing a 2-stop glass elevator.

32

Summary Modules 2, 3, 4

NATIONAL MUSEUM OF ART, ARCHITECTURE & DESIGN, OSLO 15 UNION SQUARE WEST, NEW YORK CITY BREADBOX CAFE, LONG ISLAND CITY, NY

TIFFANY
QUARTZ GLASS ROLLMODEL

3

Summary Modules 5, 6, 7

BOWERY HOTEL, LOWER EAST SIDE, NEW YORK CITY PRIVATE RESIDENCE, NEW YORK CITY CHAMBERS ST HOTEL, NEW YORK CITY

WHITE
MODULAR SKYHOUSE SPACE

4

Summary Modules 8, 9,10

THE JAMES HOTEL, NEW YORK CITY PRIVATE RESIDENCE, STOCKBRIDGE, MASSACHUSETTS CHELSEA RESIDENTIAL, NEW YORK CITY

JAMES STOCK
HOTEL BRIDGE CUBE
HOUSE

5

Branding: EXISTING LOGO

2

Branding: STEP 1
Paired down > Simplified

ODA
3

Branding: STEP 2
Basic Shapes > Building Blocks

4

Branding: STEP 3
2D Solid Shapes

5

ODA Logo: EXTENSION
3D Shapes > Architectural

Branding: CORPORATE STATIONERY
Business Card & Letterhead

W ST 64 NE 49 DE O PR ER
W U 6
W D 47 W 4 B SI FFI IN AN
.O IO 8 YO R GN CE CI
PL CH
DA @O 74 RK OA & F
-A D 55 DW A OR E EN
RC A- NY A RC
HI ARC 10 Y, 3 HIT
TE H 01 FL EC
CT IT 2 TU
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CO RE
M .CO
M

OFFICE FOR
DESIGN & ARCHITECTURE
494 BROADWAY, 3FL
NEW YORK NY 10012

646 478 7455
STUDIO@ODA-ARCHITECTURE.COM
WWW.ODA-ARCHITECTURE.COM

7

Branding: CORPORATE STATIONERY
3D Business Card

ERAN CHEN
PRINCIPLE

OFFICE FOR DESIGN
& ARCHITECTURE
494 BROADWAY, 3FL
NEW YORK NY 10012

646 478 7455
STUDIO@ODA-ARCHITECTURE.COM
WWW.ODA-ARCHITECTURE.COM

8


Organic cotton T’Shirts
Branding: PROMOTIONAL ITEMS

9


Skateboard deck
Branding: PROMOTIONAL ITEMS

10

Thank You
Spear Design Group, New York

Spear Case Study : ODA

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