Range Zero Emission
ART DIRECTION | INTERIOR | AI SPATIAL THINKING | PROJECT COORDINATION
Johannes purchased the flagship building in Fife, WA, but he hated it. The space was gray, concrete, and the echo was glaring. He needed help concepting the space so it would actually feel like a flagship store. It had to function as a working sales floor while improving the noise dampening of the building.
He also needed help coming up with an inventory list of items to stay on budget, along with a SketchUp and AI model of the space so the team could visualize what it could become. The building was large and had potential, but it didn’t feel warm or intentional. It didn’t feel like a destination.
Project Brief
Reigel Design Studio partnered with Johannes to bring his vision for the space to life. He wanted it to feel like a welcoming destination for vendors with an eclectic, slightly edgy atmosphere. At the same time, the space needed to work hard. It had to support sales calls, provide a functional workspace for the mechanic, and offer a comfortable lounge where customers could relax with refreshments. The goal was to create a space that felt inspiring while still serving the practical needs of the business.
Key Constraints
The biggest challenge was the echo throughout the space. Fully eliminating it would have required carpeting the entire building, which was outside the project budget. Instead, we introduced noise-dampening wall panels that reduced sound while also adding visual texture to the space. All design decisions were made while keeping the overall project under the $25K budget.
Strategy & Process
I started by discussing the marketing team's requests and set up weekly check-ins to meet our four-week deadline. Our team visited the Fife location to assess, measure, and document photos.
We used measurements to recreate the space in SketchUp, allowing us to accurately select furniture. Combining SketchUp, ChatGPT, and Adobe tools, I visualized the space and created an itemized furniture list in Excel, followed by a presentation deck showcasing each room and concept.
After our first review, we made some adjustments, and once the designs were approved, we finalized the budget, keeping it under $25k. During implementation, I collaborated with the marketing manager to provide feedback while taking a mostly hands-off approach.
Executing the Final Design
With the layout and design direction defined, we moved into executing the final deliverables for the space. This included developing SketchUp floor plans, creating renderings to visualize the concept, and coordinating furniture selections, budgets, and installation details to bring the design to life.
DELIVERABLES
SketchUp drawings and floor plans
AI-enhanced renderings based on the SketchUp model
Two rounds of design reviews (one revision)
Itemized Excel sheet with links and furniture lists
Budget tracking and cost breakdown
Vendor coordination and installation feedback
Results
Overall, we are happy with how the Fife space turned out. While the client pivoted from parts of our initial art direction during execution, the final environment now functions as both a flagship showroom and a working space for the team.
We accomplished a significant amount in a short timeframe. Using AI tools helped us move quickly, while grounding everything in SketchUp ensured the designs remained realistic and buildable.
Johannes was so pleased with the outcome that we continued working together on a second showroom concept for Dayton, Minnesota.
