Jenya Andreev
My responsibilities spanned from initial site survey and 3D modeling to design development, prototyping (physical and virtual), and final renderings. The exhibit, housed in the renovated hospital building, guides visitors through distinct thematic spaces: an introduction to immigration history, a look at medical influences on immigration policy ("Under The Microscope"), immersive audio exhibits sharing detainee experiences ("In The Shadows"), and a celebration of immigration's positive impacts ("Opening Doors").
This project, deeply personal to me as a first-generation immigrant, highlights the power of design to connect historical narratives with contemporary issues.
- Concept Design
- Content Strategy
- Experience Design
- 3D Design
- Render & Visualization
- Drawings & Documentation
- Production Planning
I designed the user experience, focusing on creating an engaging and thought-provoking interaction. Participants interacted with a cloud-like halo structure, their facial expressions analyzed and visualized in real-time through dynamic color, light, and sound. The installation encouraged playful exploration and self-reflection, prompting users to consider the complexities of human emotion in the context of machine learning.
The project highlighted the potential of technology to foster self-awareness and spark dialogue about the evolving relationship between humans and AI.
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Experience Design
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3D Design
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Drawings & Documentation
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Art Direction
- Fabrication
As the lead designer and coder, I developed a Grasshopper script to generate a ceiling-suspended installation. The script allowed for dynamic manipulation of module placement, quantity, and suspension wire lengths within a defined 3D volume. Using stock market data to drive variations in wire length and module position, the installation creates a dynamic and responsive visual experience.
The parametric design approach, implemented in Rhino and Grasshopper, facilitated rapid iteration and provided a direct pathway to fabrication through a parts list output. I also created photorealistic renderings using Octane to effectively communicate the design vision.
- Concept Design
- Experience Design
- 3D Design
- Render & Visualization
- Computational Design
- Art Direction
I was brought on to refine and develop a final design based on an initial 3D sketch from the creative minds at Guildworks. To accommodate landscape design updates as well as underground utility placement, there was a clear need for a parametric approach to create a model that could respond to update placement of the structural columns.
My custom Grasshopper script automated this complex design process by allowing the exploration of a vast range of design possibilities. To finalize the design, I used structural analysis software to resolve forces acting on the structure and appropriately size the steel, cables and fabric specification. This design is the result of perfect balance between form, function, and structural integrity, resulting in a design that is as visually compelling as it is technically robust. The comprehensive design intent package I delivered provided the essential information for a successful construction bid, ensuring that this pivotal public space will become a vibrant hub for community events and interaction with ASU.
- 3D Design
- Computational Design
- Drawings & Documentation
- Production Planning
Installed photos are courtesy of Holly Street Studio.
The resulting toolkit provides a comprehensive visual system for retail, social, and interactive channels, ensuring consistency across all touchpoints and product tiers. From large-scale attract moments to targeted product communication, the retail system is designed for flexibility and scalability, accommodating diverse retail environments and investment levels.
Exploring options for the signature sculptural moment centered within each display, I developed a parametric design approach to create custom sculptural displays, refining the design precisely based on complexity, angles of rotation and profile, to create unique pieces that are easily fabricated by CNC. The culmination is a cohesive seasonal retail campaign, illustrating Cinco's deep understanding of the Under Armour brand and a commitment to creating innovative and impactful retail experiences.
- Concept Design
- Experience Design
- 3D Design
- Computational Design
- Drawings & Documentation
- Art Direction
I led the conceptualization and execution of signature brand moments throughout this flagship location. The design process required iterative development based on continuous feedback from stakeholders, including direct presentations to C-suite executives. Final design was quickly communicated to fabrication and installation partners, with detailed design intent documentation including drawings, material specification, production ready graphics and design optimized for installation.
Seen from a distance from the exterior, this Sport House is introduced with a striking overhead installation of varsity football helmets to create an impactful visual moment while reinforcing UA's athletic heritage. Upon entry, visitors are met with a unique heritage exhibit that chronicles the brand's journey and pursuit of innovation, educating customers while building emotional connection through the lens of three key product innovations. Finally, themed fitting rooms showcase diverse athlete journeys, transforming utilitarian spaces into immersive brand touchpoints as visitors step into a different story behind every door.
- Concept Design
- Content Strategy
- Experience Design
- 3D Design
- Drawings & Documentation
- Production Planning
Our vision was to capture the essence of "strong yet soft," translating the line's comfort and performance benefits into a visually stunning retail experience. This vision materialized in the form of an undulating sculptural motif—a series of "slices" that became the signature element for the entire Meridian franchise, influencing all creative communications.
From powerful first impressions at the windows, to engaging product displays inside the store, this sculptural build was easily adapted to multilpe sizes and formats to best showcase the Meridian line across diverse retail evironments. This singular expression became the main visual motif behind all marketing communications for the UA Meridian, and was later adapted as a graphic backdrop for campaign photoshoots as well as permanent franchise destinations at UA store locations.
This project demonstrates how the art of retail design not only enhances the customer experience but also can build equity in a brand narrative.
- Concept Design
- Experience Design
- 3D Design
- Computational Design
- Drawings & Documentation
- Art Direction
I led creative direction and experience design for a variety of virtual GTM events, exploring in-browser 3D product interaction, AR product display and a shared VR concept. Ultimately the team landed on a web-based experience, and I provided creative direction for the site navigation, type and graphic guidelines and content strategy. To create content that replaced the typical in-person product demomstrations, I provided art direction for moving content using 3D rendered product for leading products, and a takedown version using 2D art , depending what assets for available for any given product.
I developed a prototype experience for GTM in VR, outlining a pilot program and creating a live presentation for leadership. I created a prototype in partnership with The Wild for a concierge VR experience where headsets would be mailed to key buyers worldwide with a guided experience to set up and become comfortable in this new experience. As a demo, I built out a store in 3D with merchandise, graphics and moving content as an example layout. The prototype presentation included a live demo, and recorded examples of interaction with footwear, apparel, displays and content in the space, demonstrating how the same touchpoints as an in-person GTM could be available within this VR experience.
- Art Direction
- Concept Design
- System & Toolkit
- Experience Design
- XR / AR / VR
Motion design by MORE.
- Concept Design
- Experience Design
- 3D Design
- Art Direction
- Content Strategy
- Presentation Design
I created concept visualizations, with final presentation renderings by Matt Wolf.
Reflective details from the shoe itself inspired the core aesthetic of the installation, with custom reflective tape, vinyl, and LED lighting creating a dynamic and visually compelling environment. A bold sculpture crafted from traffic cones served as a striking welcome, while custom footwear towers showcased the Nite Jogger as a pinnacle of design innovation.
To provide a deeper level of engagement, I incorporated semi-enclosed spaces to house the VR headset experience, offering a comfortable and supportive experience for visitors to engage with a technology still new and unfamiliar. Protected by this enclosure and inspired by the novel installations all around this area, thisinvitation to explore was clear and effective, allowing confident participation with the audience and a memorable in-store brand experience.
- Concept Design
- Experience Design
- 3D Design
- Visualization
- Drawings & Documentation