INDA 2541411: Architectural Design IV / Fall 2012 /
Aj. Carl Fredrik Valdemar Hellberg
Tuesdays and Fridays 13:00-16:30
VISCERAL INTRICACY
(or BIG IS BEAUTIFUL)
Experience Driven Architecture of
New Underground Shopping Malls
2. Experiential Research
Some of these examples have a clear and rational purpose such as hotels. In other cases the purpose is more unclear or hard to define, such as casinos and cultural theme parks. This first stage of the case study will explore both the spatial and atmospheric aspects as well as the produced effect of the experience. What exactly do you get out of walking through the gallery at the Venetian Macau for instance? It might be obvious but incredibly difficult to translate into usable terminology and methods in a design process. Is it about pleasure, suspense, or excitement? And in that case, what is the difference?
Your case study will give you the ingredients for that specific experience including light, sound, colour, movement, ornamentation, theme, movement, staff etc. These parameters will give you insight into the complexity of experience design and help you to define your own experience.
You will begin by collecting data concerning your subject such as:
• History regarding your case study.
• Facts and Figures; demography, amounts of visitors, revenue, owner etc.
• Drawings; plans, sections, elevations
• Maps and orientation plans.
• Promotional Material; brochures, posters, advertisement, fonts, music theme, colour spectrum etc
• Guest Reviews; tripadvisor, etc.
• Photographs and Videos; Scan the internet for as many photographs as you can find. Google images with large images only selected, flicker, picassa etc.
• Literature and Movies; Your case study might be featured in a film or a novel. Find out and read it / watch it.
• Operations; Opening hours, staff, protocols, what is allowed and not allowed, maintenance,
• Twins; Find and define other similar subjects that express similarities.
Using the collected data you will now dismember the subject in its experiential and atmospheric elements. When analysing the Capriccios in the first brief of the project you defined the visual fragments that created the painting and its atmosphere. Now we will add the third dimension and introduce many more conditions that effects the experience of space.
Examples of conditions to consider:
• Acoustics; What are the sound experience like? Do they play music? Artificial sounds of birds and waterfalls?
• Light; Is the space day lit or artificially lit and what are the effects and the means?
• Interaction; How do guests behave in the space? And how does the staff behave? And how are people dressed?
• Movement and Time; Controlled circulation Vs. free circulation. How long time does the experience take? Can you simply walk though it or does it require hours or weeks?
• Visual Effects; How is the space coloured, patterned, decorated, themed?
• Theme; How does the space communicate to you? Is there a know and obvious theme?
• Emotional Response; How does the experience make you feel?
• Rituals and Ceremonies; Does any formal presentations, performance or event take place in the space? In that case, how?
The composed study will give you a detailed and accurate understanding on what the experience of your subject is like by understanding the methods and tools the space is using. You will now do a detailed study of minimum five "capriccio" views from inside the space of your subject. This study and its outcome will be similar to the study with the Capriccio in the previous project. Pick your views from found photographs or recreate them using 3D models and Maxwell render. You will be extracting the visual elements that create the experience and the atmosphere.
In order to communicate your perception of the experience of the subject you will also write a script that describes the experience of moving though the spaces of the subject.
Lastly you will propose a method for recreating the experience in a spatial and atmospheric simulation. What tools, methods and means would one need in order to bring a guest virtually to the space of your study?
Notes
• There needs to be enough available material to conduct a thorough study spanning almost three weeks.
• The chosen case study needs to be artificial, meaning created by man and built or readapted as an extremely controlled space for experience.
• The chosen subject must express visceral and holistic characteristics.
• The chosen study must contain a high level of visual intricacy.
Submission Requirements
• Plans and sections of the case study (scale may vary)
• Documents containing diagrams and information regarding the subject.
• Diagrams describing the experiential elements of the subject
• Minimum of 5 diagrams describing the atmospheric and experiential conditions of 5 views obtainable in the spaces of the subject.
• A written script that describes a possible path though your case study. Minimum 300 words
• Digital 3D model of your case study will not be required but recommended.
• Proposal for a simulation of the experience of the case study.
Required Software
• Photoshop
• Rhino
• Vray
• Maxwell Render
• Illustrator
• InDesign
Schedule
Aug 28 T 1. Pin Up. The Capriccio. Experiential Research brief hand out. Choice of Case Study
Aug 31 F 2. ---
Sep 4 T 2. ---
Sep 7 F 2. ---
Sep 11 T 3. Pin Up
Sep 14 F 3. Experiential Simulator
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