studiomda
Overview
studioMDA was chosen to design the new Phillips Headquarters at 432 Park Avenue. This auction house occupies an existing white glass structure originally designed by Rafael Vinoly.
In response to Phillips’ expanding auction business, studioMDA designed a system of flexible “zones” that can be divided into separate rooms or opened into vast, column-free spaces for auction and exhibition activities.
A kit of movable walls provides the ability to respond to how art is displayed and cater to the specificity of a variety events and curatorial platforms.
Role
Architectural Designer
Graphic Designer
Year
2021
01
Physical Collateral
We developed multiple forms of physical collateral including a custom designed reception desk and auction podiums to align with Phillips branding
02
Signage
Phillips branded signage was integrated throughout the interior and exterior of the space
03
Wayfinding
We created wayfinding studies, orienting visitors through digital displays and physical wall decals for lobby areas, restrooms, elevators, and coat check areas
studioMDA creates a new and unique auction house by designing the new Phillips headquarters inside the existing Park Avenue Cube and concourse below, to allow a direct visual connection from the street to the auction experience, promoting transparency and public engagement, thus shedding the classical typology of the “auction behind closed doors”.
In response to Phillips’ expanding auction business, studioMDA designed a system of flexible “zones” that can be divided into separate rooms or opened into vast, column-free spaces for auction and exhibition activities.
Unlike a museum or a gallery, Phillips cycles through different programs daily. A kit of movable walls provides the ability to respond to how art is displayed and cater to the specificity of a variety events and curatorial platforms. Each space within the newly developed concourse will be custom-tailored to the scale and nature of the collections on display, ranging from automobiles to paintings to watches. This flexibility celebrates the theatricality and ever-changing nature of the auction house experience.
design ↓
Analyzing our success and shortcomings
Usability Test
Feature 1 | Program
You are interested in the 9-month program; find out some information about the program
Users navigated to program directly but struggled to understand program content and information
Developed a visual language to convey information to make it less text heavy
Mid-Fi Insight
Hi-Fi Takeaway
Feature 2 | Mentor Application
You’re interested in getting involved in a nonprofit as a volunteer mentor; apply to become a mentor.
Users were consistently split between navigating to “get involved” or “mentorship” tab
Provided a visual emphasis for mentorship on “get involved” as it is the most common path
Mid-Fi Insight
Hi-Fi Takeaway
Feature 3 | Workshops
You're interested in attending a workshop but don't know what subjects the workshops usually cover, find a past workshop.
Most users struggled finding “workshops” link within the program page
Provided a separate “workshops” page within the navigation bar
Mid-Fi Insight
Hi-Fi Takeaway