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produced in the first quarter of my thesis year
Citation preview
TABLE OF
special thanks to mentors and critics: mozhdeh matin . bryan acomb
doug wiganowske . gil cooke . mike kim . craig howard
1.0 LINEAGE “the core” 4
2.0 POSITION “the idea” 6
3.0 HISTORY “the record” 8
3.1 HYPERCULTURE “the movement” 18
3.2 PROGRESSION “the force” 12
4.0 CRISIS “the condition” 24
5.0 EXPERIMENTS “the framework” 30
6.0 SOURCES “the analysis” 56
CON-TENTS
LINEAGE THE_CORE 1.0 5
To understand our interests and architectural ideology, the students of A501 were asked to critically respond to 10 case studies of our selection and one person of interest. With no particular guidelines restricting our selections, I chose Queen Lili’uokalani as my person of interest. Born and raised on the island of Oahu, Hawaii, the Hawaiian culture has provided me a unique perspective on cultural inquiries.
Queen Lili’uokalani is not someone who represents the fall of a monarchy, but rather an iconic spirit of old Hawaii, which is still present today. As the last reigning Queen of Hawaii, Lili’uokalani lived in a time of high tension between old and new. Despite its foreign value, the Queen sought to preserve the culture and land. External entities saw this as counterrevolution to stifle economic prosperity and pressured for the appropriation of
Hawaii. This led to the Queen’s imprisonment and ultimate overthrow, a critical point in history, which brought light to the struggle between tradition and development.
Queen Lili’uokalani’s story exemplifies a battle between opposing forces that exists in all circumstances. Tradition and innovation, natural and synthetic, function and leisure, active and passive, public and private, good and evil are a few examples of opposing concepts. With the collision of two polarities, we are forced to question by contrasting, provoking a critical process in the decisions we make.
After critically responding to the 10 case studies, it became evident that there were particular architectural strategies and issues that I was attracted to. The first, being similar to the Queen Lili’uokalani analogy, the collision of two dualities peeked my interest. Flexibility and graphics were also reoccurring themes found between the responses. Notions of time and perception are underlying themes, which have been translated to shape the interests of my thesis.
1.0
POSITIONTHE_IDEA
Architecture is the slowest medium in adjusting to our Hypercultural society. Traditional notions
of architecture’s permanence must adapt to the blurred behaviors and relationships of contemporary society. The demarcation of
formal space-making will dissolve through the exploration of different types of transparency.
This thesis intends to model the ideal structure of spatial perception and plasticity in response
to society’s changing patterns.
2.0
POSITION THE_IDEA 2.0 7
Forces of technology and globalization have drastically altered behavioral patterns and relationships in society. People are becoming more interactive [hyperactive], disciplines are more collaborative [hypersocial], and architecture now occurs at all scales [hyperdimensional] with digital integration. However, amorphous concepts of networks and connectivity paired with the visual language of graphics and global identities have encroached on the presence of architecture’s contribution to spatial perception.
In response, the blurring of boundaries will facilitate the relationships that are evident in contemporary society. An exploration of transparencies will inform architectural strategies affecting perceptions of spatial relationships.
To begin, different types of transparencies must be identified. Expanding on Rowe and Slutzky’s Literal and Phenomenal categories of transparency, other
types of transparency addressing different scales and affects are established. 3
Literal transparency Phenomenal transparency Analogous transparency Fluid transparency Illusive transparency
Each category will be defined, dissected and include strategies to achieving its character. Once established, each transparency will be then applied and tested against the seam of identified dualities existing in society. [see page 22]
In Context of Consumerism in Urban America:Consumerism provides an ideal context for applying transparency. It is the driving force, which perpetuates such blurred behaviors and relationships.
Hypercultural_ adjectiveterm describing the drastic changes in society including the mentioned hyperactive, hypersocial and hyperdimensional patterns.
Blurred_ adjectiveterm describing the connectivity, hybridity and blend of entities
Consumption is inherently a part of our nature. We need food, tools, and shelter to survive. At its very beginning, the hunting and gathering of ancient nomadic cultures did not allow for a surplus of resources to occur. It was not until the invention of farming that there was a surplus of resources in order to trade. This created our early conception of commerce.
In 3,000 B.C. we see true excess and opulence with the Egyptian civilization. This society also demonstrated first signs of strong attachments to products, which they were buried with. Following Egypt, Rome (500 B.C.) acquired vast land for connections to trade and commerce. Their excess allowed for a market with more than necessities. Once could buy anything from food to insurance. 5
The Industrial Revolution of the 18th century
was the critical turning point of our consumption patterns. It drastically altered the accessibility of goods. What was once considered a ‘luxury’ was then attainable due to the mechanization of manual labor. Cheaper products enabled the working class to purchase more goods, but also created disposable and lesser quality products.
A century later, the social scientist Karl Marx theorized that with the accessibility introduced by the Industrial Revolution, the fetishization of consumer products obscures social relationships. With fetishization and accessibility, social class is not accurately represented by possessions. He also noted that the market controlling the sales would become too powerful. 6
Soon after Marx brought light to the danger of corporate power, the rise of Sears Roebuck and Walmart came with the help of globalization. Technology, like globalization, allowed corporations to infiltrate consumer activities with accessibility. Websites such as Amazon and Ebay develop just before the 21st Century, creating ‘ecommerce’ where consumers can both buy and sell goods.
The following graphic [on page 10-11], demonstrates a holistic perspective of the evolution of consumerism. Key developments in history are mapped out on a timeline to demonstrate particular inventions altering consumption patterns. It is evident that in the past few centuries, society has drastically changed and more factors contribute to the complexity of consumption.
As seen in Harvard Design School’s Guide to Shopping, a variety of factors contribute to consumerism. In the Guide to shopping, the evolution of retail types and retail mechanisms are mapped separately. 7 With this information along with my own research, I’ve mapped evolutions of the following factors together, demonstrating the dense progression of recent years: Market [money] Technology Advertising Mobilization Theory
3.0
HISTORY THE_RECORD 3.0 9
9,00
0 B.
C. H
unt +
Gat
her
400
B.C.
The
Gre
ek a
gora
con
flate
s pu
blic
foru
m a
nd m
arke
tplac
e
Seve
nth
Cent
ury
B.C.
: Lyd
ians
inven
t rea
til sh
ops
7,00
0 B.
C. C
ity o
f Cat
alhoy
uk fo
unde
d tra
de o
f com
mer
ce
Mid
dle
Ages
: mar
ketp
lace
as c
ivic
cent
er
rise
of tr
ade
caus
es in
crea
se in
gro
wth
of s
hops
1435
-144
4: L
eon
Batti
sta
Albe
rti w
rites
Dell
a Fa
mig
lia
from
whi
ch c
apita
list m
axim
“tim
e is
mon
ey”
woul
d lat
er b
e de
rived
Early
17t
h Ce
ntur
y: Gr
owth
of m
arke
ts in
Eur
ope
16
06: N
ew E
xcha
nge,
Lon
don
16
08: A
mst
erda
m E
xcha
nge
17th
Cen
tury
: Exp
losio
n of
sho
ps d
ue to
rise
in c
redi
t
1657
: Bos
ton
Town
Hall
and
Mar
ketp
lace
1666
: Firs
t new
spap
er a
dver
tisin
g su
pplem
ent,
Lond
on G
azet
te
MARKETPLACE
TRADE
STOCK EXCHANGE NEWSPAPER
1566
-156
8: R
oyal
Exc
hang
e Lo
ndonMARKET
TIMELINEKEY_POINTS_IN_EVOLUTION
MOBILIZATION18
th C
entu
ry: R
ise
of b
ourg
eois
ie
1786
: Firs
t arc
ade:
Gar
leries
de
Bois,
Par
is
1852
: Fir
st d
epar
tmen
t sto
re: A
u Bo
n M
arch
e, P
aris
1858
: Mac
y’s, N
ew Yo
rk
1872
: Blo
omin
gdale
’s, N
ew Yo
rk
1902
: Mac
y’s M
arsh
all F
ield’
s, an
d JC
Pen
ney’s
1840
s: Ch
arles
Hen
ry H
arro
d ta
kes
over
a s
mall
gro
cery
sho
p
1905
: Har
rod’
s m
oves
into
pre
sent
-day
loca
tion
1859
: Firs
t mod
ern
chain
sto
re
Grea
t Atla
ntic
& Pa
cific
Tea
Co.,
New
York
1907
: Neim
an M
arcu
s, Da
llas
1915
: Mits
ukos
hi D
epat
o, T
okyo
1919
: 1,0
81 W
oolw
orth
Sho
ps19
20s:
First
out
let s
tore
s, Ne
w En
glan
d
1925
: Sea
rs, R
oebu
ck, C
hica
go
1950
: Firs
t ope
n-air
mall
: Nor
thga
te, S
eattl
e19
51: F
irst d
umbe
ll plan
: Fra
min
gham
, Mas
s.19
56: F
irst
enc
lose
d m
all:
Sout
hdal
e, M
inne
apol
is (
Vict
or G
ruen
)19
57: F
irst
dut
y-fr
ee s
hop,
Sha
nnon
air
port
, Ire
land
1962
: Firs
t Walm
art
1977
: Priv
atiza
tion
of B
ritish
Airp
orts
Aut
horit
y (B
AA)
1981
: Lar
gest
Mal
l: Es
t Edm
onto
n
1992
: Mall
of A
mer
ica19
92-9
4: 5
5% o
f new
U.S
. ret
ail =
big
box
1991
: Tot
al U.
S. d
epar
tmen
t sto
re s
ales:
$177
.88
billio
n
Ecom
mer
ce: A
maz
on, E
bay
1995
: Wal-
Mar
t: $9
3.6
billio
n in
sale
s
Larg
est r
etail
er in
the
world
4.
97 b
illion
sq.
ft. t
otal
leasa
ble
reta
il are
a19
98: P
aypa
l20
00: A
vera
ge c
redi
t car
d de
bt in
the
U.S.
is $
2,81
4
1919
: Firs
t Dep
arm
ent s
tore
air
cond
itione
d
1903
: The
pne
umat
ic tu
be ro
vides
com
mun
icatio
n wi
thin
larg
e bu
ildin
gs
19th
Cen
tury
: Kar
l Mar
x in
trod
uces
feti
shiz
atio
n
1905
: Air
cond
itioni
ng c
oine
d by
Stu
art C
ram
er
1959
: The
floa
t glas
s pr
cess
ens
ures
per
fect
ly fla
t glas
s
Early
192
0s: F
irst s
hopp
ing
cart
mad
e in
Hou
ston
, Tex
as19
25: F
irst m
oder
n su
perh
ighw
ay: B
rox R
iver P
arkw
ay
1957
: Situ
atio
nist
Inte
rnat
iona
l fou
nded
Late
195
0s: M
etab
olist
Mov
emen
t, Ja
pan
1970
s: Be
rnar
d Ts
chum
i, Ev
ent A
rchi
tect
ure
1920
s: Ra
dio
Adve
rtisi
ng
Early
20t
h Ce
ntur
y: Re
gulat
ion
of a
dver
tisin
g fo
r tru
th
1920
s: Cr
edit
card
s fir
st u
sed
in th
e U.
S. fo
r ind
ividu
al co
mpa
nies
1923
: Firs
t wax
man
nequ
in, M
oulin
Rou
ge, P
aris
1926
: Firs
t wor
king
tele
visio
n
Late
194
0s: J
osep
h Wo
odlan
d an
d Be
rnar
d Si
lver a
pply
for p
aten
ts fo
r the
U.P.
C. s
ymbo
l and
its
deco
der
1944
Mar
k I C
alcul
ator
by
IBM
1945
: Firs
t plas
tic m
anne
quin
1950
s: Co
lor t
v
1963
: Firs
t LCD
disp
lay
1970
s: Fir
st a
utom
ated
telle
r mac
hine
s
1922
: Fir
st U
nifie
d sh
oppi
ng M
all C
ount
ry C
lub
Plaz
a, K
ansa
s Ci
ty
1930
: Dep
artm
ent s
tore
s br
anch
out
to s
ubur
bs
Firs
t sup
erm
arke
t: K
ing
Kulle
n, N
.Y.
1870
s: Pa
rmele
e he
at-s
ensit
ive s
prin
kler h
ead
intro
duce
d in
the
U.S.
1859
: Am
es e
scala
tor p
aten
t
1838
-187
0: C
itywi
de s
idew
alk s
yste
m b
uilt
in P
aris
19th
Cen
tury
: dev
eopm
ent o
f rail
road
s19
th C
entu
ry: P
rodu
ctio
n of
full-
lengt
h m
irror
use
d fo
r dre
ssin
g pu
rpos
es
Mid
-19t
h Ce
ntur
y: gl
ass
beco
mes
mas
s pr
oduc
ed
1843
: Acc
ount
of f
loor
-to-c
eilin
g gl
ass,
Lond
on
1890
: SIg
mun
d Fr
eud:
The
Unc
onsc
ious
Min
d
1824
: Int
rodu
ctio
n of
fixe
d pr
ices
1872
: Firs
t mail
-ord
er c
atalo
gue
sent
to fa
rmer
s by
Mon
tgom
ery
Ward
1876
: Tele
phon
e or
der:
Alex
ande
r Gra
ham
Bell
pat
ents
tele
phon
e
1892
: Firs
t cou
pon
intro
duce
d by
C.W
. Pos
t to
prom
ote
Grap
e-Nu
ts c
erea
l
1883
: Firs
t ven
ding
mac
hine
, Lon
don
INDUSTRIAL REVOLUTION
MARXISM
RAILROADSMIRROR
FIXED PRICES
ESCALATOR
DEPARTMENT STORE
GLASS
SIDEWALKS
SPRINKLERS
FREUD
AC
HIGHWAY
METABOLIST SITUATIONIST
EVENT
ATMs
LCD
TV
VENDINGMACHINES
CREDITCARDS
ADVERTISING
MAIL ORDER
TELEPHONEORDER
MALL
ECOMMERCE
THEORY
ADVERTISING
TECHNOLOGYHISTORY THE_RECORD 3.0 11
A
B C
D E
progression
THE_FORCE
A totalB basic materials C manufacturing D tradeE producer services
HISTORY
progression
THE_FORCE
Globalization, driven by the progression of technology, has influenced our means and patterns of consumption, as shown in the timeline on page 11. As our means of production and consumption change, so does our perception of economic value.
In earlier civilizations, we valued commodities in an agrarian economy. As these goods became customized, we entered the service economy. In a service economy, we valued the ability to modify goods to our particular tastes. In more recent times, we have customized services to introduce an experience economy. In an experience economy, architecture identity and the perception of spaces are critical. For example, take one of the most iconic corporations of our generation, Starbucks. In the agrarian culture, we valued the coffee bean. It was then used to create different types of coffee drinks suited to our needs or likings. This
service economy brought new employment such as a barista. Finally in the experience economy, Starbucks stores created a place where people can meet, use wifi, chat or relax.
Pine and Gilmore note in their article [Welcome to the Experience Economy], which was published in the Harvard Business Review “As goods and services become commoditized, the customer experiences that companies create will matter most.” 9 What alerted me with this headline was that commercial identity is controlling our spatial experiences. However it is Architecture that must be at the forefront in facilitating relationships between commercial interests and social interests. I agree with Ann Klingmann’s claim in her book Brandscapes, that our market culture has highlighted consumership over citizenship. Commercial interests cannot be independent of social interests and not perceived as polarities of black and white. With the notions of environmental sensitivity and financial awareness increasing, interests are combining and/or negotiating. This is a new relationship architecture should explore and facilitate.
3.1
HISTORY - progression THE_FORCE 3.1 13
<< Technologies have increased connectivity and the presence of media influences. This also increases our ability to spend.
e-Stats [United States] 10
53% households owning PCs34% households connected to the internet17% households buying items online15% of total shopping dollars spent online36% projected online shopping in 200213 number of purchases from last year11 number of sites purchased from last year51% online shoppers that purchased from an auction site43% purchases made online that could not have been made elsewhere16% impulse buying online51% online shopping trips resulting in online purchases25% online shopping trips resulting in store purchases
Jay-Z DECODED Campaign >>>This example demonstrates the various means of communicating through different mediums. 320 pages of Jay-Z’s new book were hid in outdoor spots relating to the content in 13 cities. The advertising agency incorporated technology and social media to release clues as to where the pages were located. People from all over the world communicated online to help decipher the puzzle of each location. 11
TECHNOLOGYGLOBALIZATIONINFRASTRUCTURE
phones
lapto
ps
TELEVISION
friend
smart
NETWORKS
Consumption is an activity we exercise on a daily basis for both necessity and desire. From the earliest times of human civilization, man has consumed tangible commodities, goods and resources. Food, tools and shelter were some of the first commodities to be traded. Contemporary society has, in addition to literal consumption, evolved to engage with abstract forms of consumption such as the value of information, services, relationships and experiences. This is called phenomenal consumption. Entertainment, tourism and recreation are markets, which have emerged from this concept.
Typologies that were once thought as independent of market forces have incorporated commercial programs in order to sustain themselves in a market-driven economy.
“Not only is shopping melting into everything, but everything is melting into shopping. Through the successive waves of expansion - each more extensive and pervasive than the previous - shopping has methodically encroached on a widening spectrum of territories so that it is now arguable, the defining activity of public life.” -Sze Tsung Leong 13
LITERAL
PHENOMENAL
Pervasion of consumption>>
religious
education
convention
airport
infrastructure
museum
customization
comm
odificationextract
make
deliver
stage
COMMODITIES
GOODS
SERVICES
EXPERIENCES
customization
comm
odification[society’s desire to experience customized novelty]
CULTURAL PERVASIONresidential
office
retail
library
HISTORY - progression THE_FORCE 3.1 17
Mobility and accessibility are two salient characteristics that shape our behaviors today. With the help of mechanisms and technological advancements, people are becoming more and more interactive and connected to one another despite geographical locations.
This connectivity is also evident in disciplinary ideologies. Cross-researching and information sharing between disciplines are creating collaborative synergies that have brought about a market for consultants. There is obviously a direct link between social behaviors and capitalistic strategies. Rick Poynor looks to business literature as evidence that cultural ideas are imbedded in business initiatives. He posits that this ‘blur’ between what were once separate and distinct structures should be welcomed as opportunities for restructuring and innovation, not chaos. 15
For example, the Hyperlinking exhibition and publication made by Zoe Ryan and Joseph Rosa explore the exchange between the fields of architecture and design. The collection of thirty-four projects catalogues ideas drawn from fields such as science, biology, communication, data visualization, manufacturing and material innovation. This illustrates the potential of critically understanding trends of diverse fields in an effort to spur ‘new thinking and progressive outcomes.’
Architecture, in reference to these collaborative and blurred relationships, is changing in scope. Dimensionally architects are tasked to consider global relationships beyond local identities. This includes digital networks and infrastructure. Rather than demarcating boundaries, architecture as an ideology is more about the adaptive interface facilitating relationships, which expand from space to space, physical to digital, social to commercial, and so on.
By understanding these shifts in patterns, I am able to establish polarities existing in society and explore the hybrid or interstice of the two. The hybrid or interstice is the moment of ‘blurring’ that must be explored architecturally.
3.2
HISTORY - hyperculture THE_MOVEMENT 3.2 19
INFRASTRUCTUREMARKET
<< For consumption to thrive, the movement of money, goods and people is critical. Without either of these components the system is inoperable. Digital and physical infrastructure facilitate our need to survive in a market driven society. It is critical that this thesis address both the physical and virtual relationships consumption.
3 components that supply consumerism >>
Each component is further specified by its influential characteristic; consumer behavior, architectural organization and commercial identity. While my thesis will mainly focus on an exploration of the architectural organization, layers of consumer behavior and commercial identity will come into play when a typology and program are chosen.
CONSUMERISM = the movement of MONEY + GOODS + PEOPLE
VIRTUALThe movement of money is essential in a global market. Money, now in the form of plastic, shares, or investments, can be exchanged through a virtual infrastructure. Consequently, our understanding of economics through abstract concepts is complex. Author Dan Ariely explores psychology and behavioral economics to understand other forces (emotions, relativity and social norms) to reexamine individual motivation and choice.
PHYSICALThe movement of goods and people is made possible by our transit infrastructure. The Japanese ‘Depato’ or department store best exemplifies consumption as an integral part of infrastructure and urban public space. 16 By placing stores at transit stops, or the intersection of transit and destination, the depato engineers its own survival by being an integral part of the city while fulfilling the need for people in retail spaces.
ECOLOGY OF NETWORKS = + +CONSUMER BRANDPLACE
CONSUMER BEHAVIOR Consumers are the key ingredient to the equation. Without consumers to sustain profits, businesses would not exist and thus the places for their activities. With the heightened awareness of financial issues and environmental sensitivity, trends are progressing towards ‘collaborative consumption’. As Rachel Botsman explains, such trends are made possible by social networks and social connectivity. 17
ARCHITECTURAL ORGANIZATION Architecture is no longer limited to the vernacular. With tools such as technology and forces such as globalization, architecture no longer operates at a local scale. The scope of an architect extends beyond the form and tectonics of a structure to the conceptual networks and connectivity of a global context.
COMMERCIAL IDENTITY Commercial identity is best explored through Ann Klingmann’s analysis of ‘brandscapes’. Her investigation on the benefits and dangers of controversial practice of branding displays the need for collaborative efforts between the built environment and commercial identity. x Disciplines are looking to other industries for research and assistance in understanding the growing complexities of fluctuating progression.
HISTORY - hyperculture THE_MOVEMENT 3.2 21
COMMERCIAL IDENTITY
CONSUMER BEHAVIOR
ARCHITECTURAL ORGANIZATIONculture
concentration dispersionformal informal
public privateobject field
demarcated amorphousephemeral adaptive
content
audience
homogenous
tactileegocentric collaborative
virtual
heterogenous
individual network
presrciptive unpredictable
parochial global
generic customized
[hyper]adjectives describing the changes in the three identified components >>
<<Shifting patterns in societyThese dualities will serve as the context for testing modes of transparency, particularly with architectural organization. The architectural organization dualities are further categorized by dualities that affect culture, content and audience.
HYPERACTIVEPeople are more are interactive, encouraging connectivity and shared resources.18
HYPERDIMENSIONALThe capacity for architecture to adapt and transform over time, assuming changes in size, scale, form and appearance depending on specific situations and needs of the contemporary society. 18
HYPERSOCIALNetworks of cross-disciplinary collaborative approaches that inspire sharing and participatory efforts to achieve contextually responsive
HYPERCULTURE
HISTORY - hyperculture THE_MOVEMENT 3.2 23
Much like any medium, architecture is constantly reinventing and redesigning itself to accommodate the endless flux of contemporary behaviors driven by market forces and technology. However, the method in experimenting with new models of building and design costs time. Only time can tell the value of architecture and its ability to transform with changing needs. Thus, this ever-slow process prolongs architecture’s relevance to current demands.
Consequently, architecture is replaced, altered or abandoned, wasting resources. When architecture is replaced, so is identity and history. When architecture is altered, it proves the premise of its original inability to adapt to new needs. Lastly, when architecture is abandoned, it contributes to the stagnation of its context until it is gentrified or like the latter, changed or demolished.
Regulatory forces are just as slow in adapting to the changing patterns of society. These bodies perpetuate the prolonged process of architecture’s progression. [This thesis can provide evidence by demonstrating the benefits of a more transparent and plastic environment.]
In addition, consequence to architectural pastiche, other temporal mediums such as graphic imagery and digital interfaces take over the presence of architectural influence. This ‘junkspace’ as Rem Koolhaas explains, “pretends to unite, but it actually splinters.” Through the strategies of different transparencies, architecture will be able to integrate such mediums in a more relevant methodology.
In a capitalist context: Unlike the anarchist perspective of the Situationist International movement, this thesis intends to look to incorporating consumer culture as an inevitable force. Looking at relationships formed by consumerism will give context to apply transparency.
4.0
CRISIS THE_CONDITION 4.0 25
<< Big box suburban developments demonstrate corporate agendas, which have left vacant scars on our landscape in a down economy. Such are examples of the results of design tactics, which do not consider context or social behaviors.
Statistics showing the perpetual displacement of spaces and construction of new identities. >>
OVER-
PRODUCTION
Nearly 4.9 million office buildings existed in 2003 in the U.S.20 Every year, approximately 170,000 commercial buildings are constructed, and nearly 44,000 commercial buildings demolished (1995).21
2000 2005 20100%
6%
12% strip malls
regional malls
recession
recession
US MALL VACANCY RATE
CRISIS THE_CONDITION 4.0 27
<< NEW YORK CITY
Many factors impact our decisions on what we consume. Mass media in particular has been targeted as having a significant contributor affecting our preferences and what we choose to identify with. Advertising and public relations have become markets for businesses to differentiate themselves by providing a designed identity catering to the needs of people with specific lifestyle profiles. Customers increasingly view their consumption as a part of a lifestyle choice.
Despite its intention to generate a distinct appeal in today’s global marketplace, the concept of ‘branding’ has severed contextual sensitivity in order to appeal to a greater audience. The fragmentation of controlled environments impose standardized forms and methods on the urban landscape and becomes isolated from the complexity of an urban environment.
Exemplified by corporate franchises, iconic buildings, shopping centers, expositions, emblematic buildings compose self-referential, introverted entities that contain edges and boundaries. 23 Architecture should be an integral part of the urban fabric and promote the dissolution of demarcation instead of being conceived as products independent from time and place.
TECHNOLOGY is pervasive.TECHNOLOGY is complicated.
TECHNOLOGY is real-time. TECHNOLOGY is changing.
ARCHITECTURE is pervasive.ARCHITECTURE is complicated.
ARCHITECTURE is real-time. ARCHITECTURE is changing.?
CRISIS THE_CONDITION 4.0 29
In response, the blurring of boundaries will facilitate the relationships that are evident in contemporary society. An exploration of transparencies will inform architectural strategies affecting perceptions of spatial relationships.
Expanding on Rowe and Slutzky’s Literal and Phenomenal categories of transparency, analogous, fluid, and illusive transparencies will explore perception influenced by various components of spatial design. Literal transparency addresses tectonics. Phenomenal transparency affects transparency through organization. Analogous transparency is achieved through assorted media. Fluid transparency is shape by variable forces. And lastly, illusive transparency is manipulated by deceptive identities.
The following framework is a catalog of strategies, examples and case studies defining the affects of transparency at different levels through a variety of mediums. Once a clear definition is established, each transparency will be then applied to the seam of identified dualities existing in society as identified on page 22. And lastly, this result will be applied to a typology and program chosen in the context of consumerism.
The structure of this ‘experiment’ will be utilized to demonstrate the necessary dissolution of demarcated formal space-making to catalyze the connected, collaborative relationships in our contemporary society.
An outline of prospective steps in the following pages demonstrate a clear understanding of how time and energy will be spent to contribute to the conversation of transparency in a blurred society. Ultimately the results of this exploration will be implemented to a built development including commercial agenda and social interests.
5.0
EXPERIMENTS THE_FRAMEWORK 5.0 31
EXPLORING
the blur
LITERAL TRANSPARENCY tectonics
PHENOMENAL TRANSPARENCY organization
ANALOGOUS TRANSPARENCY media
FLUID TRANSPARENCY external force
ILLUSIVE TRANSPARENCY identity
12345
INFLUENCE THROUGH:HYPERDIMENSI
ONAL
instantaneous perception
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12.12.12
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<< Transparencies will be tested against dualities of behaviors identified by research background.
The work-break over the Holidays and Winter quarter will focus on the testing of transparencies, which will then be applied to a program and typology in the context of consumerism.
Planned Steps >>This outline is subject to change, but provides and overall view of the methodology used. Other layers (step 6 and so forth) will be incorporated dependent on typology and program.
STEP_1 Define transparencies
STEP_2 Establish strategies of transparencies
STEP_3 Identify case studies for each strategy
STEP_4 Apply transparencies to seam of identified dualities
STEP_5 Identify typology/program
STEP_6 ?
STEP_7 ?
STEP_8 ?
STEP_9 ?
METHODOLOGY
EXPERIMENTS THE_FRAMEWORK 5.0 33
ARCHITECTURAL ORGANIZATION
culture
concentration dispersionformal informal
public privateobject field
demarcated amorphousephemeral adaptive
content
audience
METHODS material attributes:1. Glass2. Openings
transparent materiality through material attributes
DESCRIPTION
1A BTRANSPARENCY
LITERAL
Transparency in a literal sense refers to material attributes pervious to light, air and movement. In this category, it is purely a physical condition.
Two main methods have been identified, glass and permeation. Glass itself has many attributes that can affect the perceived transparency:One Way glassTwo Way glassColored glassFrit/patterned glass ... and so onGlass has the ability to physically separate without obstructions to perception.
Openings can take form by means of fenestrations or perforations. Sizes are dependent on what is permeating the plane. Anything from the permeation of light, air, views, objects and people can help determine openings.
British Luxury brand Dunhill’s Autumn/Winter collection installation
Dunhill’s recreation of the Boudon House [London home of Alfred Dunhill] illustrates the strategy of glass. Glass has the ability to create space while exhibiting or curating internally contained objects or program. This strategy is the most literal translation of understanding spatial relationships.
Different types of glass or permeation can be layered for different affects of depth and perception because of its material attributes >>
openings
glassperforationscreen
EXPERIMENTS THE_FRAMEWORK 5.0 35
P=perceivedO=observer
P P O P
PUREperception CONTROLLEDperception
>>
Iori Tomita: New World Transparent Specimen >>
Japanese Ex-fisherman, now artist transforms marine life and other species into an art form. Utilizing a scientific technique of preserving and dying the anatomy of specimens are revealed.
<< Toyo Ito’s Sendai Mediatheque
The structural system of this project allows for what appears to be floating floor slabs. This allowed each facade to be completely transparent, revealing the internal activities. Such transparency, much like Tomita’s art forms, allows for the visible expression of structure.
EXPERIMENTS THE_FRAMEWORK 5.0 37
METHODS organization:1. layer2. stagger3. extrusion4. interlock
2simultaneous perception of different spatial locations through organization
DESCRIPTION
A B TRANSPARENCY
PHENOMENAL
“The impression of transparency is created when the depth, attributes, and arrangement of spaces or sequences of spaces are clearly perceivable.”27
Phenomenal transparency is the simultaneous perception and understanding of different spatial locations at any instant. This allows users to easily understand their position in a space relative to others.
Phenomenal transparency is achieved through organization. Strategies of organization that particularly play off of depth are best utilized for achieving phenomenal transparency. Extrusions, layering, interlocking and staggering are methods this thesis has identified. The collective use of multiple strategies is an ideal tactic. Phenomenal transparency lends itself more to forms of aggregation than single monolithic imagery.
3d section through the opera house’s complex
<< Busan Opera House Proposalby Ayrat Khusnutdinov
Busan’s Opera House exemplifies a hybrid of all four strategies. Through a series of spaces for both public activity and the more controlled environment of a opera house, Khusnutdinov creates an “undulating structure... creating different scenic effects, closing the space and opening in its climax on the shoreline.” 28
CASE STUDYPHENOMENAL
>>
3Media:1. Graphic2. Digital3. Information
representative interface of transparency
METHODS
DESCRIPTION
A BTRANSPARENCY
ANALOGOUS
This category utilizes different mediums to represent transparency. Content that cannot be made visible by literal transparency is understood through the interface of media.
The study of visual language is critical in understanding the methods of achieving analogous transparency. Vision is the most dominant sense when acquiring perceptual information.
GRAPHICREPRESENTATION“Sight is swift, comprehensive, simultaneously analytic, and synthetic. It requires so little energy to function, as it does, at the speed of light, that permits our minds to receive and hold an infinite number of items of information in a fraction of a second.” -Caleb Gattengo 29
Graphic Means: mass media signage wayfinding print
Content >>
ABSTRACT TO CONCRETEsnapshot of timebig-pic viewsdata displaysvisualization of infomore than geography
CLARIFY COMPLEXITYsegments + sequencesspecialized viewsinherent structure
CHARGE IT UPemotional saliencenarrativesvisual metaphorsnovelty + humor
VISUAL LANGUAGE
EXPERIMENTS THE_FRAMEWORK 5.0 43
viewer interface network virtual space
DIGITALREPRESENTATIONDigital representation has opened a world of accessing spaces, events, products, services and people. It, however, incorporates the visual language and interactive nature of perception.
Digital Means:cinemaonline accessibilitylive streamingmobile technologyinteractive interfaces
INFORMATION REPRESENTATION Information sharing is a critical factor driving the use of online networks. Its presence in a social, professional and academic sense can be found online, but not spatially. Does statistical knowledge, not typically represented in our daily activities, contribute to our spatial perception? Imagine if you knew the square footage of each space you stepped into and how it would affect your spatial interpretation of architecture.
Information examples>>
OPEN32 occupantsmaximum capacity73 degrees F2 seats available
no public restrooms
3,800 sf
CASE STUDY
ANALOGOUS
EXPERIMENTS THE_FRAMEWORK 5.0 45
Variate Labs Office, LA
The interactive facade spans multiple platforms and scales, including the web, print media, tablet and mobile devices and architecture. Once visitors
approach the facade, they can directly interact with the content by controlling and manipulating the screen. Through the web interface they can explore the firms projects and process.
<<
4Variable Forces1. Influenced by light at a surface level
deformed experience shaped by variable forces
METHODS
DESCRIPTION
A BTRANSPARENCY
FLUID
Similar to the characteristics of liquid, fluid transparency takes shape due to its surroundings, or variable forces. This category considers these external variables, which manipulate perceived transparency by either enhancing or altering experiences.
Fluid transparency is critical in demonstrating design’s responsiveness. It hints to foresight that is critical in implementing flexibility and adaptive qualities in architecture.
Fluid transparency is very much circumstantial and is perceived differently depending on the combination of static spatial presence and its relation to other variable forces.
H&M Seoul Store Facade >>Universal Design Studio
The sizes of perforations are determined by the light permitted through in order to produce a tonal contrast in the facade. The contrast enhances the perception and visual depth of the facade’s pleated cladding. In this example, perception is altered by the size of perforations affected by light.
LIGHTm
ore light
less light
no light
depth, form
+ =
CASE STUDYFLUID
EXPERIMENTS THE_FRAMEWORK 5.0 47
Views shift between solid to transparent as users move
See-through Church >>by Pieterjan Gijs and Arnout Van Vaerenbergh
Depending on one’s perspective or approach, the see-through church appears either solid or transparent. The patterned positioning of stacked cor-ten steel is specifically to accommodate different perceptions as the user moves through space.
1 2
>>
PERCEIVED FORM
1. selective exposure2. materiality|finish
5manipulation of identity
METHODS
DESCRIPTION
A BTRANSPARENCY
ILLUSIVE
It is not what it appears to be. Illusive transparency explores the methods of deceiving identity. In a global culture, imagery and visual language is critical, but what we perceive is not always the reality. Methods described in the illusive category demonstrate spatial ability to deceptively communicate identity to a viewer.
Selective exposure to parts of a whole leaves room for interpretation due to lack of context. It is similar to ‘not knowing the whole story’ and is potentially misleading. Manipulation of identity through materiality is another tactic to note. Synthetic recreations can mimic forms existing only for visual perception.
Illusive transparency is vital to investigate, as it will inform methods of controlling security, privacy, and communication between two entities.
CASE STUDYILLUSIVE
Landskrona Townhouse by Elding Oscarson Architects >>
Derived from the philosophies of Sejima and Nishizawa, the Landskrona townhouse explores the concept of curation. In Matthew Allen’s article called “Control Yourself! Lifestyle Curation in the Work of Sejima and Nishizawa,” he writes,
“blankness calls for active projection, indeterminacy asks for participation, and the absence of spatial hierarchy
requires communal initiative.” 30
Identity construction, similar to the attraction of social media platforms, allows architecture to provoke people to care for their own lifestyle. While potentially deceiving, this tactic empowers its users, creating an altered perception of spatial influence.
EXPERIMENTS THE_FRAMEWORK 5.0 51
CASE STUDYILLUSIVE
<< Charlie and Chocolate Factory Movie Set
Movie sets epitomize the use of materiality to construct perceived identities. What appears to be a delicious chocolate river and edible trees are in reality harmful synthetic props.
Jeff Koons Balloon Sculpture >>
The detailing and finish of this piece models the way material attributes can mimic other identities. The dog balloon appears to be light due to its glossy finish and balloon identity. However, in actuality it is heavier than its perceived image. In this sense, Koons sensationalizes the novelty of identity through different manipulated materiality.
The rendering below demonstrates that the material finish can drastically alter the perception of what the object is. These principles can be applied to spatial identities through tectonics.
>>
STEP_1 Define transparencies
STEP_2 Establish strategies of transparencies
STEP_3 Identify case studies for each strategy
STEP_4 Apply transparencies to seam of identified dualities
STEP_5 Identify typology/program
STEP_6 ?
STEP_7 ?
STEP_8 ?
STEP_9 ?
NEXT STEPS
ARCHITECTURAL ORGANIZATION
culture
concentration dispersion
formal informal
public private
object field
demarcated amorphous
ephemeral adaptive
content
audience
continue to refine
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12.12.12
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1.9.12
4.9.12
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winter
spring
to be continued...EXPERIMENTS THE_FRAMEWORK 5.0 55
1. Ariely, Dan. Predictably Irrational: The Hidden Forces that Shape our Decisions. New York: Harper Perennial, 2010. Print.
2. Botsman, Rachel and Roo Rogers. What’s Mine is Yours. New York: Harper Business, 2010. Print.
3. Choi, Esther and Marrikka Trotter. Architecture at the Edge of Everything Else. Cambridge: The MIT Press, 2010. Print.
4. Chung, Judy, Jeffrey Inaba, Rem Koolhaas, and Sze Tsung Leong. The Harvard Design School Guide to Shopping. Cambridge: Taschen, 2002. Print.
5. Exner, Ulrich and Dietrich Pressel. Basics: Spatial Design. New York: Birkhauser Architecture, 2009. Print.
6. Klingmann, Anna. Brandscapes: Architecture in the experience economy. Cambridge: The MIT Press, 2007. Print.
7. Koolhaas, Rem. “Junkspace.” Obsolescence 100 (2002): 175-190. Print.
8. Malamed, Connie. Visual Language for Designers: Principles for creating graphics that people understand. Beverly: Rockport Publishers, 2009. Print.
9. Pine II, Joseph and James H. Gilmore. “Welcome to the experience economy.” Harvard Business Review 98407 (1998): 97-105. Print.
10. Rosa, Joseph and Zoe Ryan. Hyperlinks. New Haven: Yale University Press, 2011. Print.
11. Sadler, Simon. The Situationist City. Cambridge: The MIT Press, 1999. Print.
12. Saunders, William. Commodification and Spectacle in Architecture: Harvard Design magazine reader. Minneapolis: University of Minnesota Press, 2005. Print.
13. Rowe, Colin and Robert Slutzky. “Transparency: Literal and Phenomenal.” Perspecta 8 (1963): 45-54. Print.
6.0
SOURCES THE_ANALYSIS 6.0 57
1. Cover Image: Monocle <http://www.etsy. com/listing/63303549/monocle-brooch>2. Page 6 Image: purchased istock photo3. See also Exner & Dietrich chapter on transparency p. 644. Page 8 Image: <http://torontoist.com/2009/08/historicist_find ing_comfort_through_hard_times/>5. <http://www.howcurio.us/sites/consume2/time.html>6. <http://www.howcurio.us/sites/consume2/time.html>7. Chung et al., p. 28-488. Page 12 Image: <http://www.lboro.ac.uk/gawc/rb/rb205.html>9. “Experience economy” term coined by authors Joseph Pine and James Gilmore. 10. Chung et al., p. 36811. Video: <http://www.youtube.com/watch?v=XNic4wf8AYg>; 12. Page 15 Images: <http://trendland.net/jay-z-decoded-32-pages- revealed/>13. Chung et al., p. 12914. Page 18 Image: <http://akeedbokra.blogspot.com/2011/09/pile-up- vs-up-grade.html>15. Saunders, p. 3616. Chung et al., p. 24217. Botsman provides a plethora of business examples that are exploiting this trend. New markets are emerging, which call for new typologies. 18. Read about other hyper-trends in Zoe Ryan and Joseph Rosa’s book Hyperlinks (including hyperdigital, hyperfunctional, hypernarrative, hyperhardwired, hypermobile, hyperreal and hypersustainable).19. Page 26 image: <http://media.mlive.com/businessreview/western_ impact/photo/str-harvey-st-aerial-3jpg-690ac3d87978f763.jpg>
20. http://www.eia.doe.gov/emeu/cbecs2003/introduction.html. 2003 Commercial Buildings Energy Consumption Survey—Overview of Commercial Buildings Characteristics. Energy Information Administration.21. C-Series Reports. Manufacturing and Construction Division, Census Bureau, U.S. Department of Commerce. 1995.22. Page 28 Image: <http://no.wikipedia.org/wiki/Fil:NYC_Times_Square_ wide_angle.jpg>23. Klingmann, p. 324. Page 35, Dunhill Image: <http://trendland. net/?s=dunhill&x=0&y=0> 25. Page 36 Image: <http://www.designboom.com/eng/interview/ito> 26. Page 37 Image: <http://www.designboom.com/weblog/cat/10/ view/15095/iori-tomita-new-world-transparent-specimens.html> 27. Exner, p. 6428. <http://www.archdaily.com/165514/busan-opera-house-proposal- ayrat-khusnutdinov/3-547/>29. Malamed, p. 930. Choi et al., p. 2431. Page 45 Image: <http://variatelabs.com/> 32. Page 47 Image: <http://www.archdaily.com/84834/hm-seoul-store- universal-design-studio/> 33. Page 48-49 Image: <http://www.yatzer.com/See-through-Church-by- Gijs-Van-Vaerenbergh> 34. Page 50 Image: <http://www.dailyfundose.net/wp-content/uploads/ Transparency.jpg> 35. Image and Quote: <http://www.archdaily.com/46808/townhouse- elding-oscarson/> 36. Page 52 Image: <http://images5.fanpop.com/image/pho tos/25500000/Charlie-and-the-Chocolate-Factory-charlie-and-the- chocolate-factory-25563118-1200-807.jpg> 37. Page 53 Image: <http://www.escapeintolife.com/essays/the-place-of- fine-art-in-a-consumer-society/>
NOTES