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Chief Paris Takeaway Kitchen Creative Direction and Design

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Chief Paris Takeaway Kitchen Creative Direction and Design WILL McGRATH INTERIOR ARCHITECTURE AND EXPERIENTIAL RETAIL DESIGN PORTFOLIO OF WORK JUNE 2021 Will McGrath is a multidisciplinary spatial designer working OVERVIEW from Paris. As an independent, he is the founder of HYPNOS; an experience-driven creative studio, developing concepts of interior architecture and design for retail stores, clubs, bars and private residences. Recent work includes the creative direction and design of the first concept store for A Better Mistake in Milan, a series of installations for the fashion designer Marine Serre, at four international Dover Street Market locations and the design of two restaurants in Paris. The studio has also undertaken projects to create pop-up stores, the headquarter for a fashion brand and a digital campaign for a perfume brand, as well as consulting on an experiential retail design concept for an industry leading company. Throughout each project, the ideology of exploration, discovery and enjoyment for the visitor are key within the development process. The spatial concepts focus on bringing senses to the surface, resulting in memorable moments. Prior to this work, Will has been a Visitor Experience and Spatial Designer for a number of years, completing projects for Siemens, RATP Paris, Philip Morris, BNP Paribas and Paris Aéroport among others. Will has been a guest lecturer at New York University, Istituto d’Arte Applicata e Design (University of Torino) and Middlesex University, London within the design departments on his professional career. CLIENT/PROJECT A BETTER MISTAKE CONCEPT STORE MILAN ROLE INTERIOR ARCHITECTURE AND DESIGN YEAR 2020 WILLMCGRATH.CO.UK A Better Mistake contacted Will McGrath to conceptualise, design and oversee the completion of their first retail space; an experiential store that reflects the ethos of the brand. Massive archways, pillars and tunnels were constructed within the 120m² store, for visitors to get lost within and explore at their own pace. By collaborating with Penique Productions, an immersive balloon installation was mounted; wrapping around at every surface, bringing drama to the space. The fitting room area was designed as a series of small passageways, with multiple mirrors, reflecting different views and the upstairs area acted as a pop-up gallery. Local artists were hired to construct custom furniture throughout the store. CLIENT/PROJECT DIGITAL PAVILLION FOR UNUM / LAVS ATELIER ROLE CREATIVE DIRECTION AND DESIGN YEAR 2021 WILLMCGRATH.CO.UK Sensorial and spiritual, the pavillion is a digital space to present UNUM perfume by Filippo Sorcinelli who also creates vestments for cardinals in Rome. Inspired by a stone crypt, the entrance is an extended passageway, full of shadows that obscure the walkway, until the main room. Basked in foggy light, the domed destination is a sculptural rock, centred atop of a concrete platform, surrounded by natural, raw materials; sand and rock. These are juxtaposed with modern fixtures of light on the walls and strewn on the ground. CLIENT/PROJECT MARINE SERRE INSTALLATION AT DOVER STREET MARKET ROLE 3D DESIGN AND TECHNICAL PLANS YEAR 2020 DOVER STREET MARKET NEW YORK CITY WILLMCGRATH.CO.UK DOVER STREET MARKET TOKYO WILLMCGRATH.CO.UK DOVER STREET MARKET LONDON Will McGrath was hired by Marine Serre to articulate the design concept of reusing ventilation ducting (from the runway), as an installation at four DSM concept stores across the world. By working with the studio’s artist, plans were drawn up to create a setup that would allow the clothing to be presented within. Solutions included adding horizontal bars to suspend clothing on hangars, and circular cutouts within the larger pipes for accessories such as shoes and bags. For each store, a detailed technical plan and presentation of the setup were produced for the local teams to use on-site for successful assembly. CLIENT/PROJECT SUNGLASSES POP-UP STORE INTERNAL STUDIO PROJECT ROLE CREATIVE DIRECTION AND DESIGN YEAR 2021 WILLMCGRATH.CO.UK Obscurity and intrigue were keywords throughout the design process. Translucent curtains act as a cover to the space which visitors must push-through, after stepping up onto the platform. Custom, low-level lighting is suspended from the ceiling, delivering a radiant glow that reflects off the black tiles. The concept was designed to fit within a multi-brand concept store, which would need to stand out from its competitors and be an interesting space for customers to be within. CLIENT/PROJECT CHIEF PARIS TAKEAWAY KITCHEN ROLE CREATIVE DIRECTION AND DESIGN YEAR 2021 WILLMCGRATH.CO.UK WILLMCGRATH.CO.UK Façade concept for CHIEF’s second location; a kitchen that prepares food only for takeaway. With the private entrance on the inside, the front had the ability to be completely closed, except for a small window that allows the delivery drivers to collect the order without entering. The design of the volumes encourages movement towards the centre, to where the order can be picked up. CLIENT/PROJECT CAFÉ.13 COFFEE SHOP INTERNAL STUDIO PROJECT ROLE CREATIVE DIRECTION AND DESIGN YEAR 2021 WILLMCGRATH.CO.UK WILLMCGRATH.CO.UK The focus of the coffee shop is the central bar; a massive aluminium cube with exploded faces. The front face becomes a façade that hides the entrance whilst encouraging customers to pass behind it. The furniture, on each side, is a continuation of this style, with moveable tables that can slot into and slide across the seating. CLIENT/PROJECT WATER MEMORIAL AND OBSERVATORY INTERNAL STUDIO PROJECT ROLE CREATIVE DIRECTION AND DESIGN YEAR 2021 WILLMCGRATH.CO.UK The concept of the observatory is to bring importance to nature, and, specifically water. With a circular design, visitors are encouraged to move around the space, following the flow of water. Small trenches cut through the pathways, forcing visitors to recognise its presence of water, by stepping across it. Platforms are connected with steps at opposite sides which result in a longer time spent circling the space until reaching the destination of the central well. CLIENT/PROJECT MOOSE KNUCKLES HEADQUARTERS MILAN ROLE INTERIOR ARCHITECTURE AND DESIGN YEAR 2021 WILLMCGRATH.CO.UK HYPNOS was contacted by Motel409 to conceptualise the new headquarters of Moose Knuckles in Milan, with a focus on the welcome area, meeting spaces and private bar, as well as an installation for the internal courtyard. Drawing inspiration from nature, Moose Knuckles also has a contemporary approach, so the concept was to combine the two to deliver a design that fits the brand ethos. CLIENT/PROJECT CHIEF PARIS JUICE BAR ROLE 3D DESIGN AND TECHNICAL PLANS FOR MANUFACTURE YEAR 2020 HYPNOS was hired to design the bar and customer area of CHIEF’s first bar in Paris. Utility and ease-of-use were key criteria in the design process which was developed in 3D, prototyped and tested before being manufactured in Slovenia and being installed. For the interior, HYPNOS designed a ‘T’- shaped sofa within the main customer area, built by a local furniture firm. The façade was designed, but not completed, due to a lack of budget. WILLMCGRATH.CO.UK WILL McGRATH www.willmcgrath.co.uk www.hypnosxp.com [email protected] +33 7 69 82 52 48.
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