The main focus of this project consisted of developing a new design language and scalable design system that could be applied to the entire Scuderia Ferrari line of in-store watch displays. Developing a sophisticated design language that used limited materials and basic linear construction methods to keep costs down was of prime importance here.

The challenge here was to work an existing engineering solution and design a user friendly modular A4 scanner bed around the functional "guts" of a previous model. Working with an engineer at Kodak and multiple iterations later, we were able to make the electronics and other moving parts fit into a dead simple to use scanner bed.

This was an interesting project working through the overall experience of how a potential client would interact with Jude Frances staff and brand ambassadors at a trade show. The floorplan went through several design iterations to ensure the best possible experience to conduct client meetings as well as a comfortable waiting area. The main challenges here were a tight timeline, a limited budget and a small space with which to work.

What made this project unique and a challenge to work on was the client wanted to explore new and interesting ways to create an unboxing experience that still felt premium using a minimal drop ship packaging exterior. Careful attention was paid to use of materials and lots of research was and design iterations was done on small soft goods used to carry objects that lay outside of the typical watch packaging world. The concept shown here is based on a canvas hand tool roll adapted for this use case.