Another project with Axiom was for their client Westfield. The Westfield Group is a retail property group (world's largest) operating 119 shopping centres in Australia, New Zealand, the United Kingdom and the United States. They buy aging/failing mall properties and overhaul them. They do this exceptionally well, from my own consumer point of view, so I was excited to work on the project.
The first project was to refresh Westfields trade environment (booth) at their retail properties show in Las Vegas. The trade booth was very corporate and didn't really feel like their properties which are warmer, modern/fashion-forward, and inviting. The change was to be primarily a surface change and not a total rebuilding.
I generated a few overview concepts featuring new palettes, illustration styles, graphics, display techniques and finishes that were applied to elevations from their existing trade booth. The overall palette shifted back to focus on their primary corporate colors (red and grey) to ensure they would have instant brand recognition at the show.
Once the project moved to the development and production team, I focused on creating artwork that would be applied to the concept. One such project (the feature of this post) was a wall that featured a map of the world that highlighted Westfield's global property locations. I developed the map starting with a series of icons (shown) I illustrated to describe the many features of a Westfield property ie; shopping, dining, etc. The icons would then form the continents of the map (shown).
-rm
