Our assignment involved this scenario:
Freitag is planning to open a store and U.S. headquarters in SoHo (New York City) at 139 Greene Street, across from Moss, one of the most popular design shops in the world. The building is a 6-story old tenemant warehouse with a painted terra cotta façade. Freitag is planning to renovate the building extensively beginning in May 2009. In accordance with local laws and building codes, scaffolding will be used to obscure the construction, and to ensure pedestrians on the street below are safe. Freitag would like to cover the façade with a "scrim" (a semi-opaque covering) that heralds the opening of their new store and headquarters. Freitag would like the design of the scrim to be "true to the Freitag aesthetic" and must, somewhere on it prominently include the text "TGIF... Thank Goodness it's Freitag! Opening Early Summer 2010" as well as the Freitag logo.
Use the arrow buttons to go through my PDF research presentation:
After doing some extensive research on Freitag, SoHo, and Scrims, I put together 3 solutions with a common inspiration. I chose to create a scrim that would be reused to create "scrim bags" for Freitag once it is taken down. Passer-bys would see the bag patterns etched onto the semi-transparent scrim and could read information on the exclusive "scrim bag." My hope is that through the scrim they would understand the essence of freitags bags.
Graphically, I wanted to design the scrim to fit into Freitag's aestetic. I was inspired by the truck tarps they used: minimal with the use of bold industrial colors and geometric patterns.
I also took deep consideration into the view from Houston St where there is a higher amount of traffic. I wanted the text to sit at least 40 feet high for optimal viewing from a distance.
