kei furuichi
introduction
b Kei Furuichi was born in Tokyo, Japan and grew up in southwest Michigan before moving to New York City in 2009. From a young age, he was constantly concerned with aesthetics and developed an interest and an eye for the creative field. After graduating from a math and science high school, he decided to leave suburban Michigan and attend Parsons the New School for Design in the hopes of eventually working in the fashion industry. Kei is constantly inspired by contrasting forces or elements, stemming from his diverse cultural background and strong ties to two polar ends of his identity. He is consistently drawn to the unfamiliar, reveling in the opportunities that can come from exploration and experimentation. This philosophy has lead him to be immensly interested in food, music, travel, visual culture, art, design and fashion. aproject title
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contents No. 1 DRINK Your friendly, local, neighborhood booze truck
No.2 DANCE A destination nightclub that will take you worlds away
No.3 LIVE An online lifestyle magazine for young New Yorkers
cproject title
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No.1 DRINK
local brew Course: Research & Design Methods
Term: Fall 2011
Group members: Hillary Crawford Ruimou Chen Ariana Mamounas
Competancies: Branding Iterative design User research Concept development
Drawing inspiration from the popularity of food trucks around New York City and the country as a whole, the group collectively decided to pursue a similar project with one big difference - a food truck that serves primarily alcohol. Although it is not legal for such a business to exist, this technicality was ignored for the sake of the project. In addition to the trend of food trucks, we were also interested in incorporating the use of local suppliers and locally sourced ingredients. Our intention was to have a seasonal menu that changes with the availability of local ingredients and what is in season. Aside from our product offering was the desire to bring the aesthetics and vibe of a traditional New York City bar to the street. The overall mission of the booze truck was to give customers access to locally sourced, high quality drinks in their local settings. The setting allows customers to enjoy the architecture of the city, linger, or grab and go. The truck will spark interest and curiosity and allow customers to create the experience they desire.
dproject title
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initial design
personas MOOD BOARD
EXTERIOR RENDERING
local brew
NICOLE, 21
BRADY, 24
DEAN, 46
Nicole is a student at Eugene
Brady works as a waiter
Dean is a divorced father of
Lang and has recently moved
at The Meatball Shop and
two who lives and works in the
to
lives with three other guys
Financial District as a stock
California where her parents
in
Williamsburg.
He
has
analyst. He enjoys golfing with
own a vineyard. She loves her
a
photographer
girlfriend
his buddies and walking his
two dogs and likes to have her
with whom he likes to rides
boxer, Georgie. He enjoys beer
friends over for drinks and
bikes around the city and see
and classic American food
dinner. She discovered the
underground artists at free
made with local and organic
Union Square Green Market
concerts. He writes poetry in
ingredients. When not at work
on her way to school from her
his spare time and ultimately
or with his children, Dean
apartment in the East Village.
wants to be published. He
watches the golf channel and
In her spare time she goes to
graduated
Sarah
cooks for his real estate agent
yoga classes on Saint Marks
Lawrence and is taking some
girlfriend. Dean was born and
and takes her beloved canine
time off until he goes back to
raised in New Jersey, attended
companions to dog parks in
school to become a philosophy
Fordham, and studied economics
her neighborhood.
professor.
and finance.
New
York
City
from
from
7
locations
final design UNION SQUARE
MOOD BOARD
SARA D. ROOSEVELT PARK EXTERIOR MOCK-UP
STONE STREET
local brew
9
drink menus
local brew
packaging
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No.2 DANCE
turbulence Course: Sensory Design
Term: Spring 2012
Group members: Jennifer Cheung Paula De La Torre
Competancies:
The prompt for this project was to create a new and unique concept for a
Concept development Branding Demographic analysis
product or service that is designed around the five human senses of sight, sound, scent, taste, and touch. Our group took inspiration from New York City’s extravagant and ostentatious nightlife scene while wanting to add a very international element to appeal to a jet-set lifestyle. After determining our target customer market, we explored precedent nightclubs (Le Baron, Dream Downtown, Le Bain) that cater to a similar audience and constructed six different persona of our ideal patrons. We then conducted several informal interviews with representative individuals of these persona to receive feedback, suggestions and opinions before setting out to design our nightclub. The resulting design consisted of a three story nightclub atop a fictional hotel in Chinatown. Each of the three floors was devoted to representing one of three cities: Tokyo, Paris, and Mexico City. These three cities were chosen for their vast differences to each other, each with contrasting decor, music, scent, drink menus, and textures. The overarching theme uniting these three very different rooms was commercial air travel, evoking a sense of spontaneous travel. Our goal was to create an experience that could offer an escape from daily life and “transport” patrons to these exciting destinations.
eproject title
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personas
BARBARA PADILLA, 23
RAMON SUAREZ, 28
JEAN GAUDET, 26
“THE GIRLS,” 30’s - 40’S
KASUMI ZALDIVAR, 25
RAF & VICKY, 28 & 31
Barbara is currently a junior at FIT
Ramon is a lawyer living in Madrid,
Jean is a freelance stylist and jewelry
Miranda Hobbs, Carrie Bradshaw,
Kasumi, a.k.a. Keira, studies fashion
Rafael
Roux
studying fashion design while living
originally from Barcelona, who
designer originally from Cannes
Samantha Jones, and Charlotte York
at Parsons and works part-time as a
half
African-American
in the West Village. She comes from
often visits his friends in New York
who is currently living in Chelsea.
work as a lawyer, writer, public rela-
party coordinator. She was born in
Victoria Kuhn is half Austrian, half
a wealthy family in Mexico City
City and around the world. He is
He has a French father and Amer-
tions executive, and art gallery owner,
Tokyo and has an American father
Vietnamese. Rafael works as a film
and maintains a long d istance
recently single and has been going
ican mother and comes from a
respectively. All of these women
and Japanese mother. It has been 3
editor, splitting his time between
relationship with her boyfriend,
out every weekend since breaking
well-off family. Jean has been in
have lived in New York for over a
years since she came out as a lesbian
New York and LA while Victoria
Miguel. Barbara likes partying
up with this ex-girlfriend. He loves
a committed relationship with his
decade and used to be very trendy
and has since been casually dating
lives in New York full-time, working
at Latin places like Casa Mezcal
to have a good time when he goes
boyfriend Collin for three years
and hip, but have since become
with no plans to settle down soon.
as an art dealer. The couple has been
and misses Mexican nightlife and
out and spares no expense, usually
and is happily in love. He loves
more mature and refined. They love
She misses the eccentric, “larger-
dating for three years with long-
ambiance.
ordering bottle service. Although
vacation party destinations like
meeting up for nice dinners, casual
than-life” Tokyo nightlife mentality.
term commitment on the mind,
La
from Spain, Ramon loves Mexican
Ibiza
brunches, and the occasional night
Kasumi loves all kinds of cuisines
sharing a large loft in SoHo with
Esquina, and Hecho en Dumbo.
food and the lively attitude. He
and
of
out. All four ladies are in committed
but her favorite restaurants are
their dog Fritz. Victoria only drinks
Most of her friends in New York are
loves to meet new people, especially
Southern France. Dean loves fusion
relationships and at the peak of their
Katsuhama, En Japanese Brasserie,
on occasion and never really had an
Mexican but she loves to travel and
attractive women. Since he is a
cuisine from restaurants like Spice
careers. As they are relatively well
and any Japanese place on St Marks.
interest in the club scene. Rafael, how-
meet new people. Although she
hardworking attorney during the
Market, Momofuku Ko and L’Atelier
known in New York, they expect
Most of her friends are biracial or
ever, has always been into lounges
usually
week, he usually only goes out
de JoelRobuchon. He has mostly
V.I.P. treatment when they do go out.
multicultural. She comes from a
with a certain ambiance and has
partying Fridays and Saturdays.
Euro-American friends and loves
As are no longer regular clubbers,
wealthy family and loves culture,
gotten Victoria to go out more often.
going to the same places and wants
to travel and shop. Although he
these ladies usually go out only for
traveling, partying, and shopping.
As they both have demanding jobs
something new and unique.
regularly parties in New York on
special events such as openings,
Kasumi mostly parties on the week-
and mismatching schedules, they
Sundays, Tuesdays, Thursdays, he
galas, and launch parties.
ends and is looking for something
only go out together once or twice a
unexpected and strange in a night
month.
She
restaurants
loves
like
goes
out
Mexican
Tacombi,
Wednesday
through Sunday night, she’s tired of
and
misses
glamorous
the
relaxed
atmosphere
wants a experience similar to Paris.
is
half
Austrian, and
life experience.
turbulence
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final design LOGO
EXTERNAL MOCK-UP
MOOD BOARD
ENTRANCE & LOBBY RENDERINGS
LOCATION
turbulence
ESCALATOR & ROOF SEATING INSPIRATION
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mexico city MOOD BOARD
Mexico City
TEXTURES stucco, brick, cement, leather
SPECIALTY DRINK MENU MICHELADA CUBANA Bohemia Lager on ice with Valentina, Jugo Maggi, Worcestershire sauce, freshly squeezed lime juice
MARGARITA TAMARINDA Herradure Tequila Blanco, house made tamarind juice with a dash of cane sugar, on the rocks with a spciy chile piquin rim
FLOR MORANDA
TASTES spicy, sour, exotic
SCENTS clean, fresh, cologne-like
SIGHTS colorful, vibrant, eclectic, lively, aspects of traditional Mexico
MUSIC
Organic crop vodka and hibiscus flower tea with a splash of Combier and freshly squeezed lime juice, shaken and served in a frosted cocktail glass
Edward Maya & Vika Jigulina - Stereo Love
TEQUILA CON SANGRITA
Rihanna - We Found Love
Chilled 100% agave tequila Cazadores Reposado served neat alongside a house made sangrita, a traditional spicy tomato accompaniment to sipping tequilas
PALOMA NATURALE 100% agave tequila Cazadores Reposado and freshly squeezed grapefruit juice completed with locally bottled Boylan’s Soda, served on the rocks with a salted rim turbulence
INTERIOR RENDERINGS
Fanny Lu - Tu No Eres Para Mi Luis Miguel - Sera que no me Amas Avicii - Levels Mana - Me Vale Pitbull ft. Chris Brown - International Love Shakira - Esto es Africa Calvin Harris - Feel So Close Flo Rida - Club Can’t Handle Me Right Now Mexico City room by Paula De La Torre 19
paris MOOD BOARD
TASTES rich, refined, luxurious
SCENTS musky, thick, perfume-like
TEXTURES velvet, plush, expensive
SPECIALTY DRINK MENU FRANÇAISES SOIXANTE-QUINZE gin, cointreau, champagne, sugar cube, lime
NIOR ET BLANC black currant liqueur, chablis, mint leaves
CHARMANT tanqueray rangpur, lemon juice, blackberry liqueur, brandied cherries
glamourous, hedonistic, provocative, boudoir
SOUNDS Jevne – Jet Sent Dirty Vegas – Little White Doves (Marco
INTERIOR RENDERINGS
Lys Remix) Body Language – Social Studies (Plastic Plates Remix)
ST. GERMAIN DES PRéS
Tod Miner – Feel The Sound (Tod’s Electro
red grapes, grape vodka, sweet white wine, lime
Den Kozlov – Lights In The Air
turbulence
Paris
SIGHTS
Dub Mix)
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tokyo TASTES
MOOD BOARD
authentic, subtle, elegant
SCENTS
soothing but edgy
TEXTURES
silk, bamboo, wood, glass
SIGHTS
traditional juxtaposed with modern & edgy
MUSIC Shinichi Osawa - Star Guitar (The Chemical
SPECIALTY DRINK MENU
Brothers remix)
KAMIKAZE
Steve Aoki ft. Laidback Luke-
vodka, triple sec, lime juice
SAKE SANGRIA sake, plum wine, sliced fruit
SAKERINHA sake, cane sugar, lime juice
SHOCHU-TINI shochu, sake, vodka, lime, syrup
turbulence
Far East Movement - Rocketeer Turbulence m-flo ft. Kanye West - I still love H.E.R.
INTERIOR RENDERINGS
Mondo Grosso - Life (Vida Soalheira) DJ OZMA - Age Age Every Knight {translated from Japanese) Tokyo room by Jennifer Cheung
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No.2 LIVE
young new york Course: Managing Creative Projects and Team
Term: Fall 2012
Group members: Jennifer Cheung Jordanna Oslac
Competancies: Concept development Branding Styling & photography Demographic analysis
g The prompt for this project was to create a new and unique concept for a product or service with the freedom to choose any type of project. Over the course of twelve weeks, we developed an original idea and resulted in a finished product. The idea our group came up with was a web-based lifestyle magazine that was specific to young New Yorkers. Our target market was young people ages 18 - 25 who live in New York City with interests in fashion, art, design, food, and travel. Our target market consisted of individuals who live an aspirational lifestyle and love to take advantage of all the city has to offer. Our resulting website consisted of a fashion editorial, trends, nightlife, food, special events, and good deals around the city. In addition to the website, we created both a Facebook and Twitter presence to cultivate a following while adding a social aspect to our content. fproject title
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HOMEPAGE
HIGHRISE LIVING
BLACKED OUT
EDITORIAL
DOWNTOWN DARK
young new york
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TREND FORECASTING
NIGHTLIFE REVIEWS
young new york
RESAURANT REVIEWS
EVENTS
29
original photos A.
borrowed images
B.
C.
PAGE 5
Food Trucks [bookscupcakescats.wordpress.com]
PAGE 6
Mood board and exterior rendering [Hillary Crawford]
PAGE 7
Nicole [Paula De La Torre], Brady [thesartorialist. com], Dean [30 Rock/NBC]
PAGE 8
Mood board and mock-up [Hillary Crawford]
PAGE 9
Union Square [inetours.com], Sara D. Roosevelt Park [nycgovparks.org], Stone Street
Lower Manhattan from Dumbo By Kei Furuichi May 2012
D.
Kei Furuichi By Nadine Choe October 2010
E.
Tokyo Skyline from Roppongi Hills By Kei Furuichi July 2012
F.
[morethanshipping.com] PAGE 10
Menus [Hillary Crawford]
PAGE 11
Packaging mock-ups [Hillary Crawford]
PAGE 13
Airplane [Paula De La Torre]
PAGE 14
Barbara Padilla and Ramon Suarez [Paula De La Torre], Dean Gaudet [thesartorialist.com]
PAGE 15
The Girls [Sex and the City/HBO], Kasumi Zaldivar, Rafael & Victoria [Jen Cheung]
Bulgari CafĂŠ Omotesando, Tokyo By Kei Furuichi July 2012
Le Bain By Kei Furuichi June 2012
W.i.P. By Kei Furuichi February 2012
PAGE 16
Logo and mood board [Paula De La Torre]
PAGE 17
Renderings and escalators [Paula De La Torre], roof seating [townandcountrytravelmag.com]
G. PAGE 19
Mood board and renderings [Paula De La Torre]
PAGE 21
Renderings [Paula De La Torre]
PAGE 23
Mood board [Jen Cheung], renderings [Paula De La Torre]
57th Street Skyline from Central Park By Kei Furuichi June 2012
bibliography
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