L'OREAL USA, marketing headquarters, chicago, IL

project architect / designer; amstadter architects, chicago, IL
517,050 sf, 2 Levels; feasibility studies thru CA
                                                                                                                                                                     

      for L'OREAL USA's first venture into the ethnic skin + haircare
      market 'SOFTSHEEN CARSON' the objective was clear . . .

                      ENERGIZE the marketing team
                      HIGHLIGHT african american culture
                      RESPECT the science
                      WELCOME the community

      drawing upon rich cultural references, linear elements of science and
      the somewhat sensual nature of the product lines the design uses  texture &
      color to excite the eye, volume and light to wake up a once drab warehouse,
      and openess & transparency to encourage communication.