DESIGN BLOG
Thoughts
&
Musings
Human–Nature Conference Customer Experience Design
Unlocking Space Through Storytelling
Unlocking Space Through Storytelling
Client: AZURE
Location: George Brown College Downtown Campus, Toronto
Design Team: Gelare Danaie, Karen Zwart Hielema, Majid Abbasi, Bianca Weeko Martin, Ramin Beyraghdar
Project Completion: 2024
When we were asked to design this exhibition and installation for the Azure Human/Nature Climate Conference in Toronto in 2024, we approached the project by treating the George Brown College Downtown Campus as a canvas for storytelling. Before beginning the design process, we focused on defining the story the space needed to tell—and how it could resonate with attendees moving through a fast-paced, two-day conference.
Rather than positioning nature as the backdrop—and as a nod to the Human/Nature Conference ethos—we chose to shift the viewer’s perspective. Nature is imagined as the observer, not the subject. This reframing shaped both the narrative elements and the wayfinding strategy for the conference, allowing storytelling and navigation to work together as a guided experience through the building.
Before engaging with narrative moments, we knew the foundation had to be clear. Wayfinding was essential. Our goal was to create a system that was legible, practical, and seamlessly integrated into the conference flow.
Design Framework
The project was guided by four principles:
Clear wayfinding design
Storytelling through connected touchpoints
Memorable moments engaging multiple senses
Experiences that extend beyond the walls
Clear Wayfinding Design
We began by identifying all access points and destinations within the building. Through a detailed analysis of existing conditions, we mapped moments and flows of movement, pause, and engagement. The wayfinding system guides attendees through the conference journey—from welcome and registration to workshops, auditoriums, and coffee and lunch areas.
We then developed the signage locations and message schedule to support intuitive navigation, ensuring clarity and ease of movement throughout the campus.
Storytelling Through Touchpoints: The Nurse Log
As the narrative around nature’s autonomy developed, trees emerged as the primary medium for storytelling. This led us to the concept of the nurse log—a fallen tree that, as it decomposes, supports new growth. Nurse logs represent nature’s blueprint for sustainability, regeneration, and continuity.
We translated this concept in an urban context by connecting it to sustainability initiatives across Toronto. Working with our multidisciplinary team at DEXD, and collaborating with the editorial team at Azure, we designed graphics and wrote copy for twelve selected projects and used the nurse log as both a visual and conceptual connector throughout the building.
Graphics applied to the vertical window mullions followed a lenticular design inspired by the nurse log. Glazing between the mullions featured text and imagery highlighting key sustainability projects, many drawn from the area surrounding the George Brown College Waterfront Campus and along Lake Ontario. Together, they reinforced a connection between the building, the city, and the landscape beyond.
Moments of Delight: “Shhhhhhh… The Trees Are Talking”
A double-height space within the building offered an opportunity for a memorable moment of pause. Here, we introduced an installation centered on two trees in conversation. A floor vinyl traced the footprint of a café, suggesting an informal setting for reflection.
The installation personalized the trees, giving them distinct identities and voices. A pine log, Penelope, and a section of a willow shared stories of their past lives, recent challenges, and future homes. Speech bubbles mounted at eye level invited visitors to engage directly, while simple furnishings and reading material supported a quiet, approachable experience.
Experience Beyond the Walls: Wearing the Story
We wanted the narrative to extend beyond thephysical installations. Clothing became another storytelling surface. Custom-designed T-shirts worn by the team carried the message “Shhhhhhh… The Trees Are Talking,” which became both a tagline and an extension of the installation.
Historically, text-based T-shirts have served as tools of expression and identity, occupying space with intention. In this context, they functioned much like signage or graphics—reinforcing the story through everyday interaction.
By aligning wayfinding, storytelling, sensory moments, and experiences beyond the physical space, the project unfolded as one cohesive narrative. Each element supported the next, creating a human-centered experience that guided attendees clearly through the conference while inviting reflection, connection, and engagement at every scale.
What Makes Great Public Art?
By Karen Zwart Hielema
It’s a question I’ve been reflecting on this summer while collaborating with a colleague and a small group of artists who are preparing to take a bold step—bringing their studio practice into the public realm. More on that soon.
Great public art begins with a deep connection to place. It resonates when it’s site-specific—when it speaks to the physical, social, historical, and environmental context of its surroundings. And just as importantly, it unfolds over time.
That’s exactly what’s happening at the corner of Highway 7 and Jane Street, on the edge of the rapidly evolving Vaughan Metropolitan Centre. Here, one of the city’s first public artworks is quietly taking shape. I’ve been fortunate to be a part of this process as the public art consultant to the Cortel Group – who commissioned the artwork.
The piece evokes a sense of memory—hinting at what the area may have looked like 50 years ago. It marks the pedestrian entrance to Edgeley Pond and Park, nestled between the newly completed CG Tower and a future development site. It catches your eye as you drive past, prompting the question: What’s that all about?
By this fall, the sculpture will be complete. But its meaning will continue to evolve. For residents and passersby, it will be a slow reveal—an invitation to observe, reflect, and engage over time. That’s the power of great public art: it keeps you curious, offering something new with each encounter.
Stay tuned for the official unveiling of Fathom this fall.
Union Station Bus Terminal Public Art Project
‘On the Road’ is a series of 15 aluminum figures that speak to the universal experience of travel.
‘On the Road’ adds playful narrative to the Union Station Bus Terminal
Client: Metrolinx
Design Team: Karen Zwart Hielema, Gelare Danaie, Pedro Andrade
Artist: Anna Passakas and Radoslaw Kudlinski of Blue Republic
CIBC Square Architects: Wilkinson Eyre Architects, Adamson Associates Architects
Project Completion: November 2021
‘On the Road’ is a series of 15 aluminum figures that speak to the universal experience of travel. These figures are bold, colourful, and organic in form, in contrast with the neutral colour palate and rectilinear nature of the Union Station Bus terminal at 81 Bay Street in Toronto.
Take the time to explore these figures while waiting to catch your bus and you will find yourself reflecting on your own travel experiences and adventures.
As the public art consultant DEXD managed the entire process of artist selection, jury sessions, technical reviews, and the installation of the final work.
The installation of the artwork took place over the course of three days in November 2021. The figures were affixed directly to the glass panelled wall by a team of six.
Metrolink Blog: New Artwork Aims to Further Transform Union Station
Metrolink Blog: New Video Shows Artwork Going Up at Union Station
CG Tower
Public art at the heart of the Vaughan Metropolitan Centre.
Expo City CG Tower Public Art
Photo courtesy of BDP Quadrangle
Client: Cortel Group
Design Team: Karen Zwart Hielema, Gelare Danaie, Daniel Puppin,
Prime Architect: BDP Quadrangle, DTAH Landscape Architect
Project Completion: On-going
Summer 2022
Artist Team Alan Tregebov and Joanne Heinen have been mentoring Kha Den De (Lera) during part of the design process for the new public artwork at CG Tower. were selected to provide a public artwork for the CG Tower site as part of the City of Vaughan Public Art Program. Previous works includes Street Light, and The Poet, The Fever Hospital together with the late artist Bernie Miller.
CG Tower main floor looking out to sculpture location. From l-r, Peter Cortelluci, (Cortel Group), Alan Tregebov (artist team), Lera (artist mentee)
Fall 2021
A new piece of public art is coming to the heart of the Vaughan Metropolitan Centre. Located near the intersection of Highway 7 and Jane Street, this piece will tell a story of transformation and speak to the unique identity and history of the Expo City neighbourhood. The artwork will be at CG Tower, the fifth and final element of Expo City by Cortel Group. The site overlooks Edgeley Pond and Park and provides an exceptional opportunity to elevate the public realm at a gateway entrance to the largest urban park for the new downtown. Stay tuned as this story unfolds!
Under Construction, Fall 2024