Archetype 3D

SALE    SALE      SALE     SALE
for
ICSC 2011 Vegas Tradeshow Scale Model Special

Archetype 3D is offering a special for updating, repairing and cleaning existing models for this years ICSC show. This sale will also apply to new construction as well. I am currently offering 20% off* or our normal shop rate for models to be displayed in the 2011 ICSC trade show in Las Vegas. Let us know if we can help you wow your customers at this years booth.

*Special Requirement: All projects will have to be bid and approved before the end of April to qualify.

Economic Indicators are Pointing Up for 
Shopping Center Business & Model Makers

Retail is on the rise. I am grabbing any good economic information I can find these days. If you believe the news reports or articles from the International Council of Shopping Centers (ICSC), people are retuning to the stores for some retail therapy. As one reporter described it, there is a "burn out of frugality". 

What does this mean for us in the model making world. Surprisingly enough, shopping centers were at one point a good percentage of our business. Not much has been done with them in the last few years, and as of today I have yet to see a huge upswing in new shopping construction--but I do believe it is coming back even if it is slowly. 

With the giant ICSC show is opening in Las Vegas at the end of May, we are expecting to have new models represented on the shows floor as we have in the past. The Las Vegas ICSC show is the place were most major retail deals are made.  Attendees know, it is a great showcase for new construction. 

I would love to hear from the design and construction industry if you are seeing a change this year because personally, I am ready and looking forward to an economic boom any day now.

If I want your opinion, I'll ask for it. 
Regional Airport Under the Public’s Eye for Review

The Pierre Regional Airport scale model was built to ask for the public’s opinion. Our client’s at Coover Clark Architects were very particular about details and how their design were represented. Archetype 3D's expert team of model makers led by our art director worked with their airport architect & project manager to match the materials and colors on the model essential to their design specifications and requirements. 

Edward Balkin, Coover Clark’s architect & project manager describes the effect the model had after it was delivered. "The Model was presented to the City of Pierre with great excitement.  I think it was the first instance when the public actually understood the reality of a new Terminal, as well as its design.  Overall it enlightened the community as to the architecture of the Terminal, as well as its importance to the overall growth of the capital city and the State of South Dakota.  All were pleased with the use of regional granite materials, (Dakota Mahogany) and the references made to the area in the interior were used throughout the project."

The airport may be small but it was a meaningful project and a long time coming for the City of Pierre even though this in not an international terminal with thousands of jetliners coming in and out during the year. The Pierre, South Dakota airport is a regional hub for commuter flights and hunting trips featuring some unique amenities. The model features a dog enclosure to keep pets and hunting dogs busy while waiting for flights. Plus it features a special security sections where hunters are required to allow security to screen their hunting rifles. These unique features are an integral part of the airport--specifically designed for the location and the public that it services.

"The scale model Archetype 3D of the rollover scene clarified facts the defenses counselmisrepresented and stated inaccurately. The physcial scale model set the record straight and we settled before going to court a second time."

-Mike McCort, Professional Expert/Owner--Ponderosa Associates, Ltd. 

Law firms that understand how to "make their case" visually have a distinct edge in the courtroom. Three-dimensional physical scale models can translate information in a way that adds clarity and allows a jury to see things "with their own eyes." If the visual information is shared accurately and adeptly, it goes a very long way in helping you make your argument to win the case.

Actual Case Study

In this fatal rollover accident there was disagreement about how fast the car was travelling and the number of rolls it took before being stopped. The plaintiff's counsel requested the construction of this model to represent the facts. The key argument in the plaintiff's case were illustrated, showing that the forces at work caused the seat belt worn by the victim to release during the accident. The first trial was thrown out due to juror misconduct, yet the use of a professional scale model had made an indelible impression with the defense’s counsel. The case settled prior to going to trial a second time around.  The plaintiff’s counsel are certain the 3D physical scale model demonstrated the facts about what happened and resolved any disagreements so a settlement could be reached.

Models are Easy to View

A model allows the viewer to see what they want, when they want and from there own personal perspective. There is no other type of display that allows this kind of interaction.

A model creates a personal relationship with the jury.

Jury members young and old can easily relate to a model. When the subject is uncomfortable, gruesome or complicated a model bridges the emotional gap connecting the jury in a personal way to the perspective you are presenting. A model clearly explains difficult points and subjects in a comfortable and easy to grasp format.

A model creates a lasting impression

Models are a defining presence in the courtroom. After all other presentations are complete and materials are put away, the model is still present and in front of the jury. The model becomes an easy reference tool throughout the case clarifying and enhancing testimony without having to find a document or visual.

Complex ideas and designs are clarified.

Complex ideas and designs are more understandable and accessible to the general public with a model. A model is essential where understanding complex equipment is the key to winning the case. Attention spans are short. Not only do you need clarity, but also showmanship to make your points stick in the jury’s minds. A model is often the single best device to amplify critical case points and reinforce complex concepts.

 

With a model, the case may end in discovery.

We have delivered models only to hear days later that the case is settled and not going to trial. Settlement out of court is the preferred outcome for many cases and a model can become significant leverage in the settlement negotiations.

Archetype 3D—Thirty Years of Model Making Experience

With thirty years of model making experience, and a fully equipped 7500 square foot shop in Louisville Colorado, Archetype 3D will make it easy for you to get familiar with model making techniques, and technology. We advise and guide you to the best construction process for your particular display. Call Archetype 3D for a quote on models for your upcoming cases.

High School Musical “42^nd Street” gave us an opportunity to give back through Set Production

A few years back, I did a bit of acting and tech work while in high school. I was living in California then and I thought the shows we put on were pretty spectacular. Yet nothing compared to performances put on nearby Fairview High in Boulder, Colorado. With the huge talent pool they draw from at school and the amount of volunteer parents, they are able to put on a great show.  Honestly, I am flat out amazed with their production professionalism. I would be astonished to find another school with the dedicated commitment Fairview’s faculty and staff to their student’s theatrical program.  

These musicals play to packed houses with eager parents and friends of students acting in them. Like during my high school days the shows are performed for only two weekends each year about the same time. So even if I wanted there is no way I could ever find out how Fairview stacks up with other performances.  I have never lost my enthusiasm and love for acting and full on musical performances. Recently, I had an opportunity using our shop and talented craftsmen to help with the latest program at Fairview. It gave me a chance to be a part of Fairview’s set production.

"42nd Street" Set Design

"42nd Street" is a tap dancing extravaganza about a small time girl getting her big break in the big city. The set designer and artistic director were looking for five platforms to have the kids tap dance on for the number "I'm in the Money". Technically these were difficult platforms to make because they wanted them to light up and have images of dimes and quarters on the top. The artistic director came to me for help so I volunteered my time as long as they were willing to pay for the materials. This was not a cheap operation.

The Design Solution

My biggest concern were kids safety while dancing the platforms and that they felt secure as if they were dancing on something solid and not a spongy surface. Using polycarbonate for the tops, the shop created clear egg crate supports wrapped in wooden columns. The polycarbonate is a very dense and durable plastic and on the smaller platforms the egg crate supports were probably overkill. My feeling though is better safe than sorry when it comes to kids appearing to tap dance in mid-air. Some volunteers from the school to help for one afternoon but our office manager Bill Bercow and I ended up working over a weekend to finish them off as most of the kids and parent volunteers were working there own long weekends on the rest of the sets and the dozens of costumes. It is always fun to be involved in a large project that has so much support and commitment from so many people in our community. My own daughter graduated from Fairview High School years ago and I am happy to give a little back for all that she gained while attending there.

It is always fun to be involved in a large project that has so much support and commitment from so many people in our community. My own daughter graduated from Fairview High School years ago and I am happy to give a little back for all that she gained while attending there.

Craig Martin

Craig Martin -President                                                               Many new things are afoot here at Archetype 3D. I have hired Bob Castellino as my marketing manager who immediately took it upon himself to change how we do things. The most apparent change to those who care about model making is the new look to our website. I was told that the home page of our old website did not pass the 10 year old test. That is, my web guru showed our home page to his 10-year old and asked him to explain what we do for a living. His answer might have been "they build condos?" but it sure wasn't "Cool, they build models!"

Now when you look at our website "Archetype 3D" We I am hoping that model making jumps immediately to your mind. Let me know if it doesn't because the other nice thing about our new website is that it is easily changeable. The site is not complete by any means. Hopefully we will be updating it constantly and we are currently reorganizing the portfolio pages so that samples from our vast collections of models will be easier to access. The purpose of these changes are two fold. We are making it easier for our existing clients to see samples of our work and progress on the projects that are in our shop. We also are raising our status with the search engines to broaden our appeal and introduce us to a whole new market of designers and developers. I welcome any feedback from our clients, send me any compliments that you have and feel free to forward any criticisms to Bob Castellino, bob@archetype3d.com or dial direct 303-449-0878 (he has thicker skin than I have). I hope you all are having a great summer.

Bob Castellino
                                                                                                                                                                           

Craig Martin – President of Archetype 3D

Laser cutters and 3D printers along with computers and specific software are now the tools of the modern model maker. When I was in school building models for stage sets that I designed, it was all about Exacto Knives, illustration board and bass wood. I developed a blister on my index finger and later had to build myself a splint to protect my knuckle against hyperextension when cutting through tough material. Now I draw the shape in Illustrator or CAD and send it to the laser to be cut from acrylic. My models back then looked great when finished but the process was much different. We still use Exacto Knives, bass wood and even illustration board on occasion but the process is unrecognizable from my college days. There is no point to this except to say “Good Luck” to all the students in studio classes right now. Here are a few images of my first college models. We all have to start somewhere; remember to take and keep pictures of ALL your work.

model for the play "Street Scene"

The white models are for a Tennessee Williams and Noel Coward plays