Moonlighting at the Camellia GardensBranding, Environmental Design
1. The light of the moon. 2. Have a second job, typically secretly and at night, in addition to one’s regular employment. (Oxford Dictionaries 2015)
In her article on place meaning, Lynne Manzo says that places “become meaningful through the steady accretion of experiences in them” (2005). ‘Moonlighting’ at the Camellia Gardens will create an experience within existing community gardens, where meaning will manifest though family-friendly community events around art, culture, celebrating and shared meals such as outdoor cinema nights, picnic style dinners with live music or community dance nights.
Generally, parks at night are dark, scary and uncomfortable places, this project will subvert that idea and provide a way to reclaim a space that otherwise would not be used. The gardens usually close mid-afternoon and are then inaccessible to the public. ‘Moonlighting’ at the Camellia Gardens will allow people to interact with the gardens in a new way, with an entirely different atmosphere and ambience than it has during the day. The new experience will create excitement and mystery through the exploration of and journey into the gardens.
As the Camellia Gardens are a beautiful, natural location, the project shouldn’t interfere with or detract with the gardens. The lighting will be solar powered placed in unobtrusive locations for minimal environmental impact. Spatial branding creates excitement and atmosphere in the form of fairy lights, and lighting within tree stumps and natural structures, as shown in the moodboards. The visual identity incorporates light along with natural materials and forms to reflect and enhance the environment and the experience. The final brand mark for the experience incorporates moon shapes and integrates with the existing signage. The brand colours reflect the lighting colours in the paths and throughout the garden with the addition of purple which is a colour of many of the flowers throughout the garden.
Environmentally friendly materials that work with the existing space and don’t detract from the beauty of the gardens during the day will be used. The signage will be low key during the day with the exception of the identification signage and posters which would bring awareness to the event. The use of materials such as wood, recycled paper, solar lighting and biodegradable materials will be essential to create an experience that enhances and reflects the environment it’s in, instead of detracting from it. The final brand mark for the experience incorporates moon shapes. The brand colours reflect the lighting colours in the paths and throughout the garden with the addition of purple which is a colour of many of the flowers throughout the garden.