LINCOLN BLACK LABEL
LUXURY BRAND EXPERIENCE SPACE AT FORD FACTORY SQUARE
THE ULTIMATE EXPRESSION OF LINCOLN LUXURY IN THE HUB OF THE CITY
“I want to tell a story; and maybe not so much with formulating words into a composed piece of writing, but designing elements into a bespoke environment—a great vehicle for telling the essence of what makes a company unique and different. For my capstone project, I want to create and develop a compelling and impactful conceptual space while building a sustainable solution focused on connecting people to brand and culture; creating experiences that engage, connect, and move the brand forward by turning the brand into a movement. What better way than with a company who is saying, “Hello, Again.” / TAVIA
NEITHER A DEALERSHIP, NOR A TRADITIONAL RETAIL SPACE, Lincoln Black Label luxury brand experience space is a place where people can experience Black Label and engage with the Lincoln brand through membership privileges. The luxury conceptual space serves as a part of a larger facility program including a hotel and gallery for interaction of new ideas, lifestyles, culture and people crafted by Lincoln in the hub of the city. With roots planted and a remarkable lineage to the Lincoln Brand, the space is located in Atlanta at the historic Ford Factory Square building, once an automobile assembly plant for Ford Motor Company.
Inspired by the car theme’s interiors of Black Label, the design concept ALL IN THE DETAILS focuses on the place where the driver spends the most time. The interior space reflects a certain kinds of craftsmanship such as the significance of a seam, the warmth of premium leather and the delicate touch of a fine-quality fabric. The experience aims to introduce potential luxury clients to the Black Label brand. The program is reflective of a host of benefits that are included with the member privileges. The design plan allows guests to experience the ultimate in luxury, comfort and personal service, while highlighting all six premium designer themes. Each themes attributes are brought to life through experiential, aesthetic and culinary activations. Guests will be engaged with Lincoln through events, activities, food and culture.
©2016 · Tavia Lawrence · SCAD - Interior Design Capstone Project · All work projects included on this web page is for Tavia Lawrence's portfolio only. No work shown here shall be used in a professional capacity or for personal use.
