Konstruksi gagasan desain interior sebagai respon terhadap brand proyek hospitality oleh Domisilium Studio = The construction of interior design as a response to brand in hospitality projects by Domisilium Studio

Vilinsia, Feren (2020) Konstruksi gagasan desain interior sebagai respon terhadap brand proyek hospitality oleh Domisilium Studio = The construction of interior design as a response to brand in hospitality projects by Domisilium Studio. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand memegang peranan penting dalam proses desain pada proyek desain interior Hospitality. Brand yang memiliki identitas tertentu membutuhkan sebuah desain interior untuk dapat menjadi sarana dalam berinteraksi dengan klien. Penting bagi seorang desainer untuk membentuk sebuah ruang yang fungsional namun juga menerjemahkan identitas brand ke dalam sebuah bentuk desain interior. Penulisan ini menggunakan metode studi kasus, di mana penulis melakukan observasi dan pengambilan data secara langsung dalam program magang yang berlangsung selama 9 bulan di konsultan desain interior dan arsitektur Domisilium Studio. Studi kasus yang dipilih merupakan proyek hospitality dengan brand franchise, yaitu Denny’s Indonesia. Proses analisis berlandaskan teori Creative Thinking Process dan Design Strategy oleh Bryan Lawson sebagai teori utama untuk meninjau proses berpikir kreatif desainer dalam merespon brand terkait. Prinsip mendesain oleh Domisilium Studio turut disandingkan dalam proses yang memiliki peranan sebagai pedoman desainer. Terdapat 2 proyek naungan Denny’s Indonesia yang menjadi studi kasus. Dari hasil analisa yang dilakukan, kesimpulannya adalah bahwa desainer cenderung menggunakan strategi Primary Generator untuk memahami brand sebagai design constraints dan menggunakan strategi Central Idea dalam mengembangkan arahan desain. Penggunaan Central Idea merupakan respon desainer untuk memaknai peranan brand dan kewajibannya dalam memusatkan ide desain pada identitas brand. Strategi tersebut memunculkan sebuah peluang yang lebih besar akan keberhasilan desain (good design), yaitu desain yang mencerminkan identitas dan karakteristik brand sebagai pelaku bisnis terkait. / Brand has an important role within design process in hospitality interior design projects. The brand that has a certain identity demands for an interior design that acts as an instrument to interact with clients. It is important for designers to form a functional space and also to translate the brand identity into a distinctive interior design. This analysis used the case study method, where the author had done observations and data retrieval directly during internship program for 9 months in Domisilium Studio, an interior design and architecture consultant. The case study was a hospitality project of a franchise brand, Denny’s Indonesia. The process of analysis was based on the theory of Creative Thinking Process and Design Strategy by Bryan Lawson as the main theory to review the creative thinking process of designers in responding to said brand. Design Strategy principles were also juxtaposed in a process that acted as a designer guide. There were 2 projects of Denny’s Indonesia used as case studies. The results of the analysis led to a conclusion that designers tend to use the Primary Generator strategy to understand the brand as design constraints and the Central Idea strategy in developing design directions. Using Central Idea strategy was a form of acknowledgement by the designer about the importance of brand’s identity and narrowing their focus on it. This strategy raised a greater opportunity for successful design (good design), which is a design that reflects the identity and characteristics of the brand as an establishment.

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