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CASE STUDY - Texas A&M Division of MarketinG & communications


NEW MARKETING OFFICES DESIGNED FOR A UNIVERSITY WITH A FAST EVOLVING GLOBAL FOOTPRINT

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CASE STUDY - Texas A&M Division of MarketinG & communications


NEW MARKETING OFFICES DESIGNED FOR A UNIVERSITY WITH A FAST EVOLVING GLOBAL FOOTPRINT

SPACE DESIGN AND CREATIVE DIRECTION OF THE NEW
TEXAS A&M DIVISION OF MARKETING COMMUNICATIONS
EXECUTIVE OFFICE SUITES

“WE WANTED TO CREATE AN EXPERIENCE THAT ENCAPSULATED TEXAS A&M BRAND EMOTION AS SEEN THROUGH THE LENS OF THE TEXAS A&M DIVISION OF MARKETING & COMMUNICATIONS .”  Creative Director, Drew Matthews

ASSIGNMENT/COMMISSION
The Texas A&M Division of Marketing & Communications' newest expression of the Texas A&M University brand, is an innovate marketing office space that brings the defining Texas A&M global educational and research brand to life. The office suite is located in the Jack K. Williams Administration Building with commanding views of the Ernest Langford architectural quad.

CLIENT VISION
The award–winning Texas A&M Division of Marketing Communications team of Amy Smith, Senior Vice-President & Chief Marketing & Communications Officer and Shane Hinckley, Vice President of Brand Development, have brought marketing expertise and unparalleled creative standards to Texas A&M. “They wanted to create a campus visitor experience to their office suite that encapsulated Texas A&M past, present and future as seen through the lens of their evolving global presence,” said Drew Matthews President and Creative Director of The Matthews Group.  “We've taken design cues from A&M's iconic staples as our base and added touch points from A&M's most forward creative projections to create an environment with great design ingredients, careful technique, and a fresh perspective. The outcome was approachable and intellectually stimulating to both the frequent and new visitor to the Marketing & Communication offices, letting the marketing offices truly act as a metaphor for the campus experience." said Matthews. 

THE CREATIVE SPACE
The space was designed as a commission to and in collaboration with lead architect Patterson Architects of Bryan, TX and features a creative mix of old and new, said Drew Matthews, President and Creative Director of The Matthews Group, “If you look at the established Texa A&M aesthetic of the Jack K. Williams building, it has a distinct art deco point of view as well as a broader narrative and interest in design surfaces and materials. We wanted to create an environment with no boundaries that also respected the context of the Texas A&M  brand and the space. Our guiding questions were: How do you bring the creativity and vision of the Texas A&M Division of Marketing & Communication to the traditional Langford Administration Building? And how do you conjure the Texas A&M world in a physical space in a way that people—both familiar and unfamiliar with the brand—feel equally at home? I think we’ve succeeded in doing both.", said Matthews.

 

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Reception


NORTH/WEST VIEW

Reception


NORTH/WEST VIEW

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SIGNATURE TOUCHES | RECEPTION NORTH/WEST WALLs


• CUSTOM DESIGNED DOORS, HARDWARE AND ARCHITECTURAL GLASS  Over-height, custom design, sustainable solid hardwood doors with dormer windows glazed with textured and wired PPG Architectural glass and custom forged white bronze 24" Rocky Mountain hardware with inset Texas A&M cloisonne' medallions.

• DESIGN CLASSIC CHAIRS WITH CUSTOM COMMISSIONED SURFACES  Charles and Ray Eames lounge chair, Martin Eisler and Carla Hauner Rib chairs

• CUSTOM DESIGNED LIGHTING Artemide 12v wireless frame Tizio Task Lamp.   Overhead LED color, temperature and intensity lighting.  Custom wall sconce, shelf and artwork LED lighting.

• CUSTOM FRAMED BEVEL EDGE MIRROR  Farrow & Ball vermillion 'Blazer' custom painted and custom designed framework.

• FLOATING SHELF Bookmatched, hand-selected, white Carrara marble,.

• DIGITAL AND ANALOG AUDIO EXPERIENCE  Shinola Limited Edition RoseGold Runwell turntable in leather.  Marantz, blue face, teak cabinet tube amp.  Bluetooth enabled Bose 901 open-face speakers.  Google Home / Amazon Echo/ Apple Homepod smart speakers.

• CNC CRAFTED CUSTOM BASEBOARD  1/4" beveled top baseboard with four, 5/16" square routed lines representing the four tiered mission of the Division of Marketing Communications.

• FRAMELESS PHOTOGRAPHY  Capturing the Texas A&M campus experience was the primary photography goal to invoke expansive , substantive, experiential and boundless emotions.  Frameless art divided to into 2/3rd by 1/3rd ratios and custom mounted to provide a 'window' cut to the interior wall.

• FRAMELESS GRAPHIC ART  Representing no creative boundaries, the graphic art was inspired by American graphic artist and collagist Barbara Kruger.  Dominant featuring white-on-red typography composed on black and white photography designed to communicate cultural constructions and the 'Fearless Front' campaign.

• FRAMED GRAPHIC ART  Rotating exhibition of current brand standards and trademarks oversight emblematic of the department's 'Projects and Defends' brand responsibilities.  Custom wood-framed in Farrow & Ball vermillion 'Blazer'.

• WALL COLOR  A background of neutrality applied with depth was provided with triple coated Farrow & Ball matte, blue-grey slate paint over hand-floated and sanded gypsum board.

• WALL COVERING:  Environmentally sustainable, blonde, marblewood patterned, wood horizontally and seamlessly mounted to focal wall.

• FLOORING  Stark brand carpet in a combination of Benjen Grey and Benjen Truffle colors was mill specified and selected  to provide a texture departure experience from the entrance hallway.  The graphic pattern design weave conveys the divisions's precision and creativity.  Wool was chosen for environmental sustainability, quality and to provide a feel underfoot that is not possible from synthetics.

 

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Reception


SOUTH/EAST VIEW

Reception


SOUTH/EAST VIEW

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SIGNATURE TOUCHES | RECEPTION SOUTH/EAST WALLs

• CUSTOM BUILT BRAND STANDARDS GRAPHICS WALL DISPLAY  Backlit 1/2" PPG Architectural Glass mounted on blind attached, engine-turned stainless steel standoff brackets.   Custom designed and creatively symbolic  'Blue Wave' graphic art printed with archival inks on gallery vinyl,  back-mounted on glass.  Custom brand standards graphics artwork with House Industries fonts wood framed and painted in Farrow & Ball vermillion 'Blazer' color.

•  SOLID WHITE BRONZE, 'WAVE FLUTED' SCULPTURE CONFERENCE ROOM ENTRANCE DOOR  Substantive, extra-height, white bronze conference room door sculpture commissioned to represent three to four sets of increasing wave height sets.  Translucent PPG architectural glass in hand-hammered pattern.  Entrance door matching 24" Rocky Mountain white bronze 'Edge' hardware collection with custom inset  cloisonne A&M medallion.

•  WAYFINDING  Custom standoff mounted Apple iPad room id and meeting display with programmed meeting times, attendees and A&M graphics patterns.

  CONFERENCE ROOM ENTRANCE WALL Texas hand quarried hill country limestone wall with non-exposed mortar mounted in horizontal pattern in floor to ceiling descending size and left to right randomized step and repeat pattern.

• CUSTOM DESIGNED AND FABRICATED STEEL WALL SCONCE FLOWER VASE AND LED LIGHT ACCENT  A custom designed wall flower sconce was designed in The Matthews Group FilmCrew prop shop to showcase Benz School of Floral Design creations.  The commissioned piece features a hand-blown clear glass water vase insert set into a thick-walled, steel tubing distressed and aged sconce that was then hand burnished four times and clear powder coated.  Four inch tubing standoffs were meticulously nickel welded with accommodations for invisible, down, back and uplight low voltage LED lighting. 

• SYMBOLIC FORMULA 1 RACING CARBON FIBER SUPPORT COLUMNS  A&M's Marketing & Communication operates daily at light speed creating, protecting and projecting A&M's forward moving brand.  Formula 1 racing carbon fiber wrapped support columns were designed to project the combined strength and speed of movement of the Texas A&M brand.

•  BLONDE SHELVING WITH INTEGRAL LED LIGHTING  Custom designed blonde wood shelving and drawers with custom machined drawer pulls attached to art-stone wall.

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Conference RooM


MEDIA WALL VIEW

Conference RooM


MEDIA WALL VIEW

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CONFERENCE ROOM | MEDIA WALL

The conference / presentation / media nerve center room is the creative center for the Texas A&M brand experience.  The room was requested to efficiently support a wide variety of functions and The Matthews Group President and Creative Director, Drew Matthews approached the project as a does scripts with an eye towards a broad and ever evolving brand storyline.

T-6 TEXAN MEETS APPLE X iPHONE CONFERENCE TABLE DESIGN Texas A&M served as one of the training grounds for pilots during WW-!!, training hundreds of pilots including astronaut Buzz Aldrin, the conference table was designed with an acknowledgement of that heritage combined with a recognition of leading edge technology by using an aluminum leading edge profile of the North American T-6 Texan wing married to the visual surface profile of an Apple X smartphone.  The table features a touch sensitive transparent to opaque switching glass top allowing the client to reveal the ever changing collection of A&M memorabilia displayed below the glass surface.

AUDIO  Texas A&M's brand audio signature is expressed in a wide variety of modalities and the goal was to enable those expressions through the conference room technology.  The room features several brand demographic audio profiles allowing creatives and guests to hear audio based sound signatures through everything from analog to digital environments at the touch of a switch including:  Simulated auto environments (Ford F-150 speakers, Toyota Camry speakers, Tesla speakers).  Analog home environments (tube-based Marantz amps, Klipsch speakers, Bose 901 speakers).  Theatre environments:   Altec Lansings' 'Voice of the Theater' speakers.  Home video environment: Bang & Olufsen BeoLab 18 Speakers.   Smart Home Devices:  Amazon Echo, Apple HomePod, Google Home and more.  Built in base ports where designed and balanced to the room to make the entire media wall a speaker.  

VIDEO  The conference room features a user selectable realtime feed of the University's many Facebook, Instagram and Twitter feeds along with a parent 4K monitor for presentation of new video creative campaigns or dedicated world news feeds from the countries where A&M has a presence.  The media room was designed literally any video format old to new and any format used in any country so the A&M creative team can view and evaluate creative product in the exact use setting.  TV/Monitor audio presents through selectable built-in speakers or Bang & Olufsen BeoLab 18 Speakers mastered with a BeoLab controller.

IT CLOSET  The conference room houses a secure IT closet designed to be dedicated to creative content servers.

CUSTOM DESIGNED LIGHTING ARTWORK  A  Ochre - Moonlight Murmuration , 64 solid glass drops, LED illuminated chandelier with brass cap and white canopy was specified for the room to mirror the waveforms of the creative process and to mirror the wave structure of the conference room entrance door and reception room brand standards backdrop wall.  The lighting is adjustable to the tone and agenda of the meeting.

ARTWORK VASE:  Great design and execution is the heart of Texas A&M Division of Marketing & Communication, as such, accompanying artwork was specifically chosen to showcase this philosophy that included the above mentioned Ochre chandelier, a Swedish artist Algot Wilhelm Kage ceramic vase and Baccarat hand blown crystal water glasses among other elements.

JOSEF FRANK MIRROR - 

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Conference Room


STORYBOARD WALL VIEW

Conference Room


STORYBOARD WALL VIEW

Conference Room - Storyboard wall

Signature touches - CONFERENCE ROOM | STORYBOARD WALL

EXECUTIVE BACKDROP WALL The backdrop wall designed with strong supporting vertical lines expressed in blonde sustainably harvested Brazilian Teak hardwood.

EXECUTIVE CONFERENCE CHAIR  The blue leather conference chair was designed with four horizontal panels that represent the four elements of Texas A&M Division of Marketing and Communication:  Messaging, Branding, Campus Experience Support and Brand Oversight.

STORYBOARD FRAME  Conceptual storyboards and graphic concepts are displayed on a magnetic matte grey storyboard framed in wood painted Farrow & Ball vermillion 'Blaze'.

ZERO EDGE INVISIBLE EXECUTIVE SUITE DOOR An invisible edge executive office door is only outlined by a thin 1/4" margin and is designed to slide open at touch with a goal of being as unobtrusive as possible.