Studio 618, a story-driven signage and wayfinding consultancy based in Charlotte, North Carolina, was commissioned to design a unique fiber art focal wall for Taft Development Group’s property Spinning Mill Lofts, a refurbished historic textile mill now housing luxurious amenity spaces and 25 loft-style apartments, surrounded by eight garden-style buildings in downtown Clayton, North Carolina.
Several key factors were considered for this project, including creating a timeless design that complemented SouthPark Interiors’ stunning vision for the space, incorporating Yellow Duck Marketing’s clean and modern branding, honoring the building’s historic textile roots, and crafting an art piece that not only enhanced the design but also told a meaningful story.
My eureka moment
I want to highlight a valuable lesson here: If you have an idea that wasn’t part of your original scope of work, don’t be afraid to bring it up with your client. For this project, the original scope was to design the interior and exterior signage for Spinning Mill Lofts, and focal walls weren’t part of the plan. The refurbished mill had been a working textile factory from 1901 to 1976, and to me, there was something truly special about breathing new life into this building while celebrating its textile roots. SouthPark Interiors, the interior design team, thought so too.
They paid homage to the history of the building by incorporating large-scale historic photographs, old plans of the area, commissioned textile artwork, and even a small exhibit featuring historic artifacts and photographs from the property, housed on the lower level of the refurbished mill. Additionally, historic doors were highlighted with thoughtfully placed signage, further connecting the space to its rich history.
About a month into the project, I started thinking about how my consultancy could further elevate the design and deepen the connection to the building’s textile history — going beyond what had already been done by incorporating my own creative voice through fiber art wall hangings. So, as I often do, I began brainstorming during one of my daily walks with Dewey (my dog and the true creative spirit behind my consultancy) and the idea of combining Spinning Mill’s logo with fiber art was born.
I wasn’t sure if the client, Taft Development Group, would be interested in this idea for two reasons:
- It wasn’t in the original scope, and I wasn’t entirely sure what the end result would cost.
- I had never made anything like this before, and they hadn’t commissioned a piece like this either. While I’ve created weavings for friends, clients, and customers across the country, and sold my pieces at art fairs, I had never made something this custom or challenging. I was already feeling imposter syndrome creeping in before I even shared the idea with the client.
I shook off the negative thoughts and decided to pitch my vision to the client. To my surprise, they were really interested! I showed them several sketches of how the piece could look in various colorways and techniques, as well as examples of different types of yarn and fiber elements I wanted to incorporate such as vintage wooden textile spools, hand-spun yarn from textile creators all over the world, and unique materials such as hand-spun newspaper yarn and T-shirt material.
Aside from signing off on the sketch and reviewing the types of materials to be used, they gave me free rein. I really appreciated that they trusted me completely with this element. This was a great lesson for two reasons:
Lauren’s fiber art interpretation of the Spinning Mill Lofts logo is a true statement piece and the perfect complement to this historic adaptive reuse project. It adds color and warmth to the old mill building while creatively drawing on the textile history of the place.
— Richard L. Cox Jr., project manager at Taft Development Group
Blending branding with art
I had the idea for the materiality, but how was it going to take shape? Drawing from the clean, modern branding of Yellow Duck Marketing provided a simple solution. I thought it would be fun to take the “mill” icon from the logo and use it to house the piece, effectively serving as the loom. The loom consisted of two parts: the first was a thin, painted aluminum makeshift loom with routed holes around the perimeter. The second was a dimensional 1 ½“ frame that covered all the exposed holes.
The goal was to enclose the weaving so that the mechanics of how it was made and adhered to the back of the loom would remain unseen. The weaving is intentionally dimensional, popping out of the frame to add depth and interest from all angles. Painted aluminum dimensional letters spelling out “Spinning Mill Lofts” are installed to the right of the piece, mounted at the same distance as the loom. The Yellow Duck team was thrilled with the incorporation of their logo into this art piece. It elevates the branding to a whole new level and ties all the elements together.
According to Amanda Adams Thomson, director of account services at Yellow Duck Marketing, “The custom fiber art piece is an energetic representation of the brand that weaves in our architecturally-inspired logo concept and the rich textile history of the mill. The handmade detailing brought character, interest, and really a piece of historical storytelling through one of the main corridors of the leasing center. This unique piece both honored the roots of Spinning Mill while celebrating the unique characteristics of the community the mill is now home to.”
Prototyping & its importance
This element was created in stages and involved extensive prototyping, sketches, and meetings to perfect the details. A traditional loom I use for textile weavings has notched edges where the warp (the vertical string that holds the weaving) is threaded. However, due to the geometry of this loom, the warping method had to be adapted. This wasn’t a run-of-the-mill project, so finding the right fabricator — someone capable of thinking outside the box — was essential.
I worked closely with SignArt to lay out the loom for their CNC router and specified the holes to be routed into the aluminum frame. They provided me with a full-size section of the loom to ensure there were no issues before fabrication. Creating a prototype was crucial — during this stage, I encountered a few challenges:
- I had to sew each vertical section separately. Otherwise, the string would get stuck in the holes.
- When adding the textiles, I realized the sections at the edges of the loom needed to overlap slightly so the top frame could cover the gaps.
- The prototype section didn’t have a vertical stand, so I had to work on it hunched over my kitchen table. This was painful, so when the full piece was made, I requested vertical legs to keep it upright, allowing me to weave like I would on a traditional loom — this literally saved my back.
The prototyping process was time-consuming, but it was essential. Without it, mistakes could have been made, but we were able to resolve all issues beforehand, which was invaluable. Both my client and I agree that the fabricator did an excellent job executing our design. So, remember: Prototyping is important, especially for something as complex as this.
After 113 years in the sign industry, this piece was a first for SignArt. Starting with Lauren’s unique design concept, we engineered and custom-fabricated a working loom for her to incorporate her textiles into the finished product. It was truly rewarding to translate her vision into a successful project.
— Josh Intoppa, account executive at SignArt
The luxury of time
Something that you don’t get with most projects is ample time to work on them. I had the luxury of time for this project, working on it throughout the summer of 2023. I could have finished it faster, but the client didn’t need the piece until all the finishes and furnishings were in place. This allowed me to be intentional with my approach. If something didn’t look right, I could remove it and start over.
Creating this piece took over 60 hours, not including the time spent hand-knitting and braiding dozens of cords that were interwoven throughout the piece, as well as sewing vintage wooden textile spools into it. These elements were time-consuming but essential for adding depth and dimensionality. I truly appreciated having the time to perfect it. Additionally, since the colors in each section needed to flow seamlessly, I was able to tackle one section at a time, ensuring everything blended smoothly. While I could create a piece like this in less time, having more time meant less stress and a more thoughtful result.
Why artful focal walls are a good investment
Whether you’re developing a new building or upgrading an existing one, investing in artful focal walls is always a smart choice. Adding unique and intentional focal walls can help you achieve several important goals:
1. Bring life to your space & tell a story: What key features do you want to highlight? For example, if you’re enhancing a fitness center, a dynamic mural emphasizing movement and color can be impactful. In a game room, a design that evokes playfulness can elevate the visitor experience. Consider hiring an experiential designer — this decision can positively impact your project. In this case, the focal wall was inspired by the textile history of the refurbished mill. The design “wove” together the building’s rich history and unique branding, blending the past with the present.
2. Features: A focal wall can highlight a building’s unique design elements. For example, this building features industrial details, such as exposed metal architectural details and industrial-style lighting. These elements are reflected in the signage family, while the loom’s materiality ties into the overall design. The color palette — warm oranges, yellows, and greens combined with natural grays, tans, and whites — was directly inspired by the beautiful palette of SouthPark Interiors. This focal wall tells a deeper story by incorporating these design elements, as well as the building’s textile history, in a creative and unexpected way.
3. Enhance your space without overspending: While artful focal walls can vary in cost, they don’t have to be expensive. I’ve worked with fabricators who have priced out focal walls I’ve designed, ranging from $5,000 for a simple two-dimensional graphic to over $40,000 for a full-scale, three-dimensional installation. The cost largely depends on the complexity of the design, including its level of detail, scale, and intricacy — especially for custom-made pieces. Materials and fabrication methods can be adjusted to fit your budget. For example, if real wood isn’t feasible, laminate can be a great alternative. Dream big, and the fabrication and materials can evolve to match your budget.
- Think about this: with the increasing number of new multifamily buildings being constructed to meet housing demand, investing in unique experiential graphics, like artful focal walls, can set your building apart from the competition. Do you want to make a positive first impression? Do you want people to return? I was a renter for over 15 years, and during that time, I encountered countless cookie-cutter multifamily buildings that lacked character, which made me hesitant to rent. When a building doesn’t invest in creating a warm, unique experience, it reflects poorly on them.
Your residents’ experience matters — whether they’re visiting for the first time or living there for years. Negative experiences stick with people, so it’s essential to ensure yours stands out in a positive way. This is an opportunity to differentiate your building from others, and surprisingly, the addition of artful focal walls can make a significant impact. Ultimately, they offer a chance to tell a unique story and help your building stand out from the competition.
An intentional approach
Every project my consultancy works on follows the same approach. If I had to sum up what Studio 618 strives for in one word, it would be “intention.” Intentionality is key. Whether it’s a three-level garage featuring artful murals, a custom signage and wayfinding system for a luxury condominium, or a custom fiber art focal wall reflecting the history of a refurbished textile mill-turned-apartment community like the one featured in this article, there must always be thoughtful consideration behind the design. What is the rationale for each design choice? It can’t just be because I like it. Every element I create has a substantial reason behind it.
Before starting my own business, I learned the importance of design strategy and storytelling at my previous company, and I brought that approach with me to Studio 618. It’s about focusing on the why before the how. Bringing intentionality to the forefront of a project enhances its meaning and gives it purpose. It can even become part of the story for residents and tenants, as it did for this project, providing the client with a narrative to share about the inspiration behind the design and how it connects to their building’s unique history.
No other multifamily building will have a focal wall like this one. While it’s possible to replicate the idea, blending in the distinct branding from Yellow Duck Marketing, the stunning interior design from SouthPark Interiors, the intricate fiber art by Studio 618, and the final, flawlessly fabricated piece by SignArt, it will never be the same. That’s what makes this art piece so special: the story, the intention behind it, and how it seamlessly blends so many elements together to create something truly unique.
This is more than art; this hand-woven piece helps tell the story of, not only this building, but the community. We were very intentional as we were breathing life back into this former textile mill and this piece is no different. Lauren bought into our vision and beautifully celebrated the building’s history through the materials she used in her fiber art. As one of the first things you see when entering the space, its impact is quite significant and lasting.
— Emily Hiott, VP/director of design at SouthPark Interiors
Final thoughts
Now that the project is complete, I can confidently say it was intimidating. This was my first custom fiber art piece of this scale, shape, and material variety, and my first for a commercial client. Placed prominently in the lobby, it’s the first thing you see when entering the refurbished textile mill and serves as a key photo opportunity for new residents. I’ll admit that, throughout the design process, I experienced moments of imposter syndrome.
Designing something that fit the scale, location, and tone of the building was challenging. But the end result was a success, and I’m proud to have created something unique that combines my passion for fiber art and experiential design. I’m also grateful for the courage to speak up about an idea outside the original scope. This piece helped me grow both as a fiber artist and an experiential designer, and I was fortunate to have had the opportunity to work on something of this scale and on a project as historically rich as this one.
