![]() ![]() “But we wanted to make sure that the space would age well, and, in my experience, that usually requires a lot of restraint,” says Jenkins. “The space needed to be quiet in response to the objects and feel like a natural extension of Lucid’s brand.” According to Derek Jenkins, senior vice president of design and brand at Lucid, they had to fight the temptation to go to either extreme: a more rustic environment or a super-futuristic, Blade Runner atmosphere. In a highly collaborative process, the Gensler team worked with their clients-who, as industrial designers, were similarly sensitized to the quality of materials, space, and light-to create the desired “envelope to showcase the cars,” says firm design director Katie Buchanan. To convey this duality, Lucid hired Gensler to design a model showroom and reception area at its headquarters in the San Francisco Bay Area. Striving for the luxury status of a Mercedes-Benz or BMW, the company’s brand identity channels both California’s natural beauty and its Silicon Valley smarts. ![]() “Mojave” is one of the manufacturer’s five destination-inspired palettes for interior colors, materials, and finishes. The all-enveloping blackness of that uninhabited landscape is what electric-car company Lucid would like its customers to think of, among other iconic California locales. If you found yourself in the Mojave Desert at midnight, it would probably be very dark. ![]()
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