PROJECT OVERVIEW:

DESIGNED AT: Studio Butch

CLIENT: Delta Airlines

TYPE: Space Design

LOCATION: Seattle-Tacoma International Airport

ROLE:

• Graphic Design

• Brand Activations + Pop-ups

• Space Design + Concepts

• Brand Moments + Art Installations

• Materials Palettes + Design Direction

• Floor Plans + Elevations

• Conceptual Sketches + 3D Renderings

• Custom FF+E Design

• Production + Build Management

• Fabrication Oversight

• Installation Oversight

As a senior designer at Studio Butch, I had the opportunity to help imagine a brand new pop-up retail space in the Seattle-Tacoma Airport for Delta Airlines in collaboration with our partners at Wieden+Kennedy.

Our brief was to design a follow-up to an aviation-inspired retail space (see our previous version of the project located in JFK), with an upscale yet approachable feel that allowed members to earn additional points toward their Medallion Status by purchasing artisan-created products and gifts from around the world.

Translucent window shades on the interior of the store provide a moment of discovery, while the window shades themselves display information about the provenance of each product in the shop. Guests are also invited to browse a larger catalog online through a touchscreen that blends in with the same airplane window profile.

Every item in the shop was sourced from various Delta destinations. All purchases in the shop count towards medallion status through Delta’s SkyMiles program, giving people a reason to spend their money on something other than flights in order to obtain their status goals for the year.

3D DEVELOPMENT

I created the initial 3D model for this design in Rhino 3D, where a high degree of detail can be achieved. We worked with an extremely tight space for this project, so using 3D to guarantee pathways for things like ADA access was crucial. We then ported our final design into 3ds Max for a final VRAY rendering.

Our rounded, brushed metal exterior mimics the fuselage of a classic Delta aircraft. The soft color changing glow on the interior guides guests inside to explore, while the cloud motif elevates the space bringing a sense of playfulness to the entire experience.

We worked in coordination with local artisans at the Seattle Glass Blowing Studio to create delicate blown glass clouds that were suspended in the space. The refraction of the light passing through the glass as the colors in the space change over time created beautiful patterns of light that allowed the space to stand out in the typical airport setting.

In a partnership with American Express, card holders received an aircraft-grade aluminum bag tag with a custom engraving done on site for free. Amex card holders could also purchase exclusive Seattle-themed merchandise including a leather flight jacket and embroidered hoodie, in addition to the other offerings in the store.