Architecture
Our event architecture is modular and composable, designed to support events of any size or scale. Consistency in materials, finishes, furniture, and signage will create implicit cues that support our visual language. Approaching architecture as a collection of systems and principles enables creative solutions while ensuring a common look and feel. Rather than looking at architecture in a subjective manner, we will define basic principles that are systematic in nature. Creative design can and should happen through the use of these principles.
Design approach
Our approach to architecture and form is modular, supporting a broad range of event executions. This neutral design language serves to elevate bold expressions of the IBM brand and dynamic content. Focus on simple, clean geometric forms. Explore the juxtaposition of shapes, materials, light, and color. Use the IBM grid to create implied volume through cantilevered elements. Consider repetition of structures to create proportional relationships between spaces and content.
Visual inspiration
The following images are examples of how these design principles can apply to both temporary event executions and permanent fixed architecture. A shared design vocabulary will bring more continuity to user experiences across all our physical expressions.
![Architecture showing basic geometric forms Architecture showing basic geometric forms](/design/event/static/49120992ab1f991959c619424997244d/2e753/overview-1.jpg)
Basic geometric forms
Material contrast
![Interior detail showing repetition of patterns Interior detail showing repetition of patterns](/design/event/static/bfe18dab058429f73d01b3919980ac50/2e753/overview-2.jpg)
Repetition of pattern
Linear systems reinforce our identity
![Rendering of Think event space Rendering of Think event space](/design/event/static/0f4afaaa55e6cb8a3ce08de6e8ef1a2f/2e753/overview-3.jpg)
Proportional relationships create implied space based on the IBM grid
![Architecture showing cantilevered geometry Architecture showing cantilevered geometry](/design/event/static/948733c099d74e23f2ca7d22efdb327a/2e753/overview-4.jpg)
Cantilevered geometry and monolithic use of material and pattern
![Rendering of event space Rendering of event space](/design/event/static/1d1b603a6b0f395fa57809cfc54a70f1/2e753/overview-5.jpg)
Shared proportional relationships between architecture and furniture
![Punch card Punch card](/design/event/static/92d9717e06c882ed7c2e35f8947efebb/2e753/overview-6.jpg)
Iconic pattern leveraged through architecture, light, and graphics
![Architecture showing cantilevered geometry Architecture showing cantilevered geometry](/design/event/static/92c819a6dccc41622c3c4e96f3f3619c/2e753/overview-7.jpg)
![Architecture showing repetition of linear geometry Architecture showing repetition of linear geometry](/design/event/static/7fd79920f21e4be8dd1b00838609fe77/2e753/overview-8.jpg)
![Detail showing cantilevered geometry Detail showing cantilevered geometry](/design/event/static/865f34af5e484551d9427a454fa9c5b9/2e753/detail-top.jpg)
Repetition of linear geometry across different substrates and materials
![Renderings of different scales of events Renderings of different scales of events](/design/event/static/f547f25a691c744ae9e0115027b6e209/2e753/overview-10.jpg)
Shared proportions and geometry at different scales
![Architectural detail showing transculent materials Architectural detail showing transculent materials](/design/event/static/7611090fff7ccf94194a6c6f7b8a8e87/a8fee/as-light.jpg)
![Event interior showing transculent materials Event interior showing transculent materials](/design/event/static/0b6405188b3de0486936a4b8a40033e9/2e753/overview-12.jpg)
Transculent materials invite further exploration
![Rendering of event space with color accents Rendering of event space with color accents](/design/event/static/cd294a4af5d0c90f5e4ee871328f0170/2e753/overview-13.jpg)
![Event interior showing color accents Event interior showing color accents](/design/event/static/712fa57ca5ad7efb2526334d3e7ed25a/2e753/overview-14.jpg)
![Interior shot of IBM US Open event Interior shot of IBM US Open event](/design/event/static/45444facc128517041c22109f02ac6b3/2e753/overview-15.jpg)
![Interior with two blue chairs Interior with two blue chairs](/design/event/static/8753e98cb4c7a168b32b2ee72e979dca/2e753/overview-16.jpg)
Accent furniture and color
![Rendering of custom furniture in white and bright wood Rendering of custom furniture in white and bright wood](/design/event/static/f3bc8aec7e7fd5ac74e0366172b5103a/b2ead/overview-17.jpg)
Working environments reinforce core material palette
![On top view of chair and table groups in warm colors On top view of chair and table groups in warm colors](/design/event/static/26e368b99b7ec9b448822591cdfb070d/2e753/overview-18.jpg)
Contrast of warm and cool finishes