iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management
Pop Up Florence
A Temporary Urban Center Facilities System to promote past and future qualities of Florence. Project Assignment PROJECT REQUIREMENTS The assigned topic concerns the design of a system of temporary architectures and other products to support the functions of an Urban Center in Florence and to promote the city as a brand. The system should include: • a main pavilion to be located in a suitable area of the city of Florence; • secondary and related pavilions for the promotion of Florence as a brand to be placed in town and in the vicinity of different exhibitions, events, and expo. • small and medium-sized temporary pavilions to perform some specific functions of the Urban Center • architectural and designed complementary products such as portable containers, pop-up boxes, info-points, bubbles, totems, installations,… PROJECT DEVELOPMENT To carry out the project student must: A. Taccuino. Scouting phase • give a short definition of brandscaping with specific reference to the “in-out brandism” strategies; [cfr. Architectural Brandscaping Map] • represent the main elements through which to identify Florence as a brand; • report some examples of guerrilla marketing or significant actions/ temporary installation in urban space; • describe the concept of an Urban Center including case study analysis and specification of its functions and related building requirements. B. Taccuino. Sketching phase • produce a research on temporary pavilions and other devices useful for the project; • produce a detailed study of one pavilion showing the technological system adopted for its fabrication, transportation and installation; • outline the concept of her/his own project idea. Brandscaping and digital production in architecture
prof. Giuseppe Ridolfi
iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management
C. Design. Preliminary phase • coordinate her/his proposal with other students in order to create a unified project for the Urban Center; • collaborate to define the visual identity and brand recognition across all physical manifestations of the project and different proposals (corporate title, logotype and/or logogram, pay-off, approved colors palettes, typefaces,…); • design the schematic representation of the building/product with the specification of its main features; • realize the studio mock-up; D. Design. Development phase • specify adequately (using appropriate scaled plans, elevations, sections and details) the structural concept and the envelop system; • specify services and environmental technologies adopted and related control techniques; • represent by exploded axonometric the way of assembly and disassembly; • represent the interior space and the main items of furniture; • represent the placement of the building in the city; • realize the final mock-up. FORMATS • The final presentation of the Taccuino has to be presented in UNI DIN A4 and published on ISSUU. Contents and articulation are explained at points A and B of the “Project Development”. • The Design outputs (points C and D) have to be presented in UNI DIN A1. Their contents and articulations are: 1. brand identity (table to be drawn up in groups): logotype, pay-off, colors palette, typefaces, manual of style. 2. concept design: schematic idea, architectural statement and scope with explication of general functions and identity through the morphological indication, technical solutions and materials students intend to take; relation of the project with the general system of the Urban Center developed by the class 3. detailed design: plans, elevations, sections and details of the building/product proposed 4. manufacturing specification: exploded axonometric and other details of the main components useful to show how the building/product is assembled and disassembled 5. environmental technologies adopted and related demonstration of their effectiveness 6. photomontages and/or sketches, explanatory drawings of the interior 7. photmontages and/or sketches of the urban placement 8. final mock up For a better comprehension, students can use more than one table for each of the above points. Table of the point number 5 has to be defined in accordance with the integrated course “Environmental control tecniques”.
Brandscaping and digital production in architecture
prof. Giuseppe Ridolfi
iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management
PROGRAM sep 27Th
Course presentation – Lecture
sep 29th
The consumer society reading and discussion
oct 4th
Taccuino presentation – Lecture
oct 6th
Brandscaping and architecture – Lecture
oct 11th
Introduction to the Urban Center – Lecture
oct 14th
Slides Presentation of temporary pavilions – Lecture
oct 18th
Students’ Taccuino – Discussion
oct 20th
Project assignment – Presentation
oct 25th
Students’ Taccuino – Review
oct 27th
Product Scope & Concept representation – Lecture
nov 1st
Festivity
nov 3rd
Product Scope & Concept – Review
nov 8th
Taccuino – Evaluation [to be published on Issuu]
nov 10th
Schematic Design– Inception [dimensioning and functional requirements]
nov 15th
Structural references for temporary pavilions – lecture
nov 17th
Schematic Design – Review
nov 22th
Design Preliminary phase Conclusion & Schematic Design Evaluation [table 1&2 and studio mock up]]
nov 24th
Design Development – Review
nov 29th
Design Development – Review
dic 1st
Design Development – Review
dic 6th
Structural Design – Evaluation
dic 8th
Festivity
dic 13th
Environmental technologies – Review
dic 15th
Design Development – Final Approval to Proceed
jan 12th
First Exam Session–Students’ Presentation & Grade Registration ––––––––––––––––––––––––––––––––––––––––––––––––––––– Design Development – Review
jan 19th
Design Development – Review
jan 26th
Design Development – Review
feb 7th
Second Exam Session – Students’ Presentation
feb 9th
Second Exam Session – Grade Registration
Brandscaping and digital production in architecture
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prof. Giuseppe Ridolfi
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