Theory report

Theories of Architecture & Urbanism [ARC2224] PROJECT 2: Cognitive Mapping

Student Name: Lim Jian Jun Student ID : 0316867 Tutor: Dr. Lakshmi

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Content Page Number

1. Introduction

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1.1. Project Site - Bukit Bintang 1.2. Objectives and scope 2. Literature Review - Cognitive Mapping

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3. Methodology

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4. Findings 4.1. Respondents Particulars 4.2. Cognitive maps 4.3. Comparative analysis 5. Discussion 6. Conclusion

7. Reference

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1. Introduction

1.1

Transformation of Bukit Bintang Bukit Bintang was formally a centre for business district in the 1970s to 1980s.

By late 1980s, Tan Sri Yeoh Tiong Lay proposed to rejuvenate the area to become a retail district and shopping district for locals and tourist. It was then renamed as Bintang Walk by YTL after the rebranding and transformation.

Since then Bintang Walk has become the one of the most visited shopping district in Kuala Lumpur after the transformation where there are more shopping malls providing a more sophisticated shopping experience to local and visitors. It encompasses Bukit Bintang Road and its immediate surrounding areas, including Malaysia’s most iconic buildings – The Petronas Twins Tower which located a stone throw away. This area has also long been the Kuala Lumpur's most prominent retail belt that is home to many landmark shopping centers, bars and cafes, night markets, eateries with different cultural background. Eventually this district becomes popular among tourists and locals, especially among the youths.

1. Objectives and scope This paper aims to study and to understand peoples’ perception and spatial behavior in the city through cognitive mapping. Bukit Bintang is selected as the site of study for the project due to its popularity as a shopping and entertainment district in Kuala Lumpur, Malaysia. Its remarkable characteristics of modern and international image provide a direct physical and visual accessibility, connectivity and more identifiable physical images, such as its distinctive landscape elements and street furniture. These features assist in findings and support the study in relation of perception of the city, legibility and its functions with users’ preference and activities.

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2.

Literature Review: Cognitive mapping Cognitive mapping is a method of using mental representations of physical

locations to help recognizing and remembering important features of the environment. A cognitive map provided the users with a virtual model of the environment where significant objects are emphasized and unimportant information was excluded from the mental map. Cognitive maps can be very different from an actual place and also differs based on individuals. The differences between the mental representation and the physical characteristics of a location may reveal different perception of human that influences the synthesis of mental mapping. This is where the imageability and legibility of a place or the surrounding environment have become a very important role in contributing the recognize-ability and giving an identity to a place, and eventually become a remarkable facet of memory to the people.

Figure 1 Example of cognitive mappings. (Source: ACSU, 1998) Cognitive mapping is also a method designed to identify how an environment is studied by an individual or group. It can help people to learn and to understand the sense of place better. Those understandings symbolize perception of a place and provide the users the ability to generate strong images and common consensus in cognitive maps.

It also gives people an important sense of emotional security (Lynch, 1960) which consists framework for communication, and heightens the depth of experience of certain group of people in relation to the surrounding contexts, for instance the sensory deficits

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and physical handicaps. People with visual deficits practice mental mapping to help visualize their path through senses of the textures and sounds while the people in wheelchairs emphasize physical barriers in their mental map, so that they can move more freely and away from the obstacles.

Thus, cognitive mapping is important in providing information about places and allows people to understand how human perceive, inhabit and respond to the surrounding. The following sections will discuss the study of users’ understanding by using cognitive mapping to represent Bukit Bintang.

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3. Methodology

In this study, the users were being interviewed about their perception of Bukit Bintang.

To have a deeper understanding of users’ perception towards the area, the setting is controlled where respondents are asked to sketch a cognitive map to travel from Petronas Twins Tower to Bukit Bintang area. They are asked to draw out the appealing features which help them in recognizing the places as guidance to the destination. Interview took into account of the information regarding the background of the users, the length of engagement, frequency of visit and familiarity with the places.

The respondents’ experiences at particular places and time, together with the feeling and emotions were took into account during the generation of the mapping. This to get a clear explanation of specific response that can reveal the some factors influencing the respondents’ perception and memories toward the city. The maps were then analyzed to identify patterns and the experiential qualities associated with imagineability factors by the respondents.

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4.

Findings

4.1 Respondent Particulars

Name

Age

Occupation

Length of Engagement (approx. year)

Frequency of visiting (day / week)

1 Tan Hock Seng

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Resident

~ 30

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2 Mok Zheng Hao

32

Manager

~ 20

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3 Jaden

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Saleman (foreigner)

~8

5-6

4 Lee Kah Fai

21

Salesman (visitor)

~2

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4 respondents were interviewed to represent the main users of the places, namely the vendor, office worker, resident, and visitors. They were randomly selected from those who were inside the Petronas Twin Towers mall and outside the streets and open spaces of Bukit Bintang. Imagineability of a place can be different due to the user backgrounds. It is related to the length of engagement and how often the person visit the place, making the place “memorable� in term of familiarity.

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4.2 Cognitive Mapping and Respondents Particulars

Figure 1 Cognitive map No.1. (Drawn by Tan Hock Seng, 2015)

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Figure 2 Cognitive map No.2. (Drawn by Mok Zheng Hao, 2015)

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Figure 3 Cognitive map No.3. (Drawn by Jaden, 2015)

Figure 4 Cognitive map No.4. (Drawn by Lee Kah Fai, 2015)

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Figure 5 Cognitive map No.5. (Drawn by Lim Jian Jun, 2015)

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4.3 Comparative analysis Study from the maps drawn by the respondents, it is significant to see there are some common features are being pinpointed and an emerging pattern can be seen through the maps. They are usually distinctive to be identified due to its appearance as an appealing element. Compared to unimportant contexts in the maps, these iconic features are being drawn with details and particular shapes to demarcate them with the rest, showing its distinguishability and making it easier to understand. It can be seen that some elements are utilized as a guidance to reach the destination, such as the landscapes, the pedestrian bridge structures and signage. Even with different routes, certain objects of focus are similar in order to reach the destination.

One of the major elements shown on the cognitive maps generated by all respondents, is the buildings. Analyzing from the maps, the representation of the buildings drawn in the maps are rather simple (boxes) and 2 dimensional, except for certain buildings which are drawn with different shapes and sizes. Building shape in the maps allows quick recognition of the dwelling itself and various sizes of buildings are drawn to represent the significant building in scale.

Figure 6 : The use of building shape and scale in different cognitive mapping

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They are mostly annotated with names to indicate places in relation to the role of the buildings, such as the transportation stations, the shopping mall complexes and eateries. The buildings are not only utilized as an entity in an urban context but also is a guidance for people to determine the location and orientation of the place. The maps drew by the most of the respondents has strong common and this successfully reflects that the distinctive buildings are able to contribute to the legibility of the place. This explains why the maps generated are mostly the same because the image of the buildings is a key factor that influences the way users perceive the building as part of the city and using them to identify the location, coordination and direction.

Figure 7 Distinctive building form of Sephora building, KL. (Source: Lipstiq, 2013)

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Comparing all maps generated from the respondent, streets are mostly readable and clearly drawn on the map. Accuracy of the place and orientation is reliable and it is linked to a series of connection with the surrounding contexts such as buildings, junctions, traffics and crossings. The streets drawn are not complicated and buildings were easily drawn after the streets are laid out. Presence of junctions and bridges assist the readability of the place and its senses in the map. It is clearly explained and shown in all maps indicating that all respondents are well aware of its surrounding contexts in the city.

Figure 8 : Buildings, transportation hubs and junctions along path strengthen legibility of the area

Figure 9: bridges and crossing assist in readability of area

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However, some of the respondents expressed their experiences regarding the construction area at the main junction. They complained that it is always congested and noisy all the time, causing inconvenience and some find them dangerous in term of safety. Intensive dark strokes and zig-zag lines are visible in the map indicating there’s barriers and noises that give unpleasant experience at the construction zone.

Figure 8: The construction zone that barriers the accessibility and causes discomfort. ( JJ,2015)

Figure 9 : Intensive strokes and lines to indicate congestion and noise irritation

There is this pattern where symbols and signs are visible in the construction of mental map. Iconic symbols and signs are rather significant because it is utilized as a tool to identify the place, objects or buildings. The use of iconic symbols and signs can particularly represent an image of the place, and thus provides related information of the area. For example, most of the buildings are being drawn as boxes with names on it, while places like Macdonald and the fountains in front of the Pavillion are symbolized

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with logos. Signage of the eatery is imitated in Mandarin letters and icon of pedestrian bridges and structures on the maps are good example of signage and symbols used to represent the image of the place. This means that these features contribute to the legibility of the area.

Figure 10 : The use of iconic signs to represent the place.

Another thing which is commonly shown in all map are the landscape.

Comparing all maps collected, landscape is less significant and are roughly drawn and indicated on the map. The respondents “remember” only certain prominent area with plantings. Their feedback was they did not pay much intention to look at the greeneries, as they are mostly attracted to outstanding buildings (Pavilions and Sephora). “It’s a bit confusing to know where are the greeneries are because it is everywhere, I can’t draw out where the greeneries are but I only know rows of palm trees exactly at the main junction of Bukit Bintang,” feedback from Mr.Jaden. This is related to how excessive information or irrelevant needs are being filtered during mapping as for them they see the landscape are less important in recognizing a place in the area.

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Figure 10 : The indication of greeneries visible at the street of Jalan Bukit Bintang.

On the other hand, the significant difference that can be found on the maps are the selection of traveling routes. The controlled setting of traveling from Petronas Twins Towers to Bukit Bintang helps in differentiating the routes taken and also provides a better comparative platform and clearer explanation of why the routes taken is more preferable by individuals in term of the imagineability of the city. This differs based on personal experience, preference and the type of movement such as by walking or by vehicles. For example from the map drafted by the respondents, the visitors and foreigners prefer main roads as it is less confusing and there are intersect junctions as guidance which makes travelling straight forward and easy to reach the destination.

While the local prefers minor roads as it is less congested and is actually the shortest routes to the destination even though the road taken is slight complicated, provided there are some existing old buildings as guidance for them to understand the location of place in the routes taken. This only applied to the people who has better familiarity and understanding of the places.

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ROUTES foreigners local

Figure 11 : Preferable route taken by local and foreigner.

` Type of movement also affects the imagineability of the place. From the pedestrian map drawn by Mr. Lee (foreigner), it was observed that it has less accurate map in term of orientation and coordination. He responded that the only thing he has to “remember� was the entrance of the pedestrian bridge that can lead him all the way to the destination. He pays less focus and less dependence on the surrounding contexts because it’s not within his concern.

Figure 12 : Pedestrian bridge linking to Pavilion Mall.

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5.

Discussion “A workable image requires first the identification of an object, which implies its

distinction from other things,” as quoted by Kevin Lynch, the imageability plays a very important role in a city where it helps to build rich environmental images and thus giving an identity to the surroundings. This quality has the ability to evoke strong images to human through forms, scale and spatial arrangements which then contributes to the legibility of a city. (Lynch, 1960). It is closely related to Kevin’s 5 Lynchian elements which comprised of the landmark, node, district, edges, and path in relation to the perception and experience in cities.

The comparative analysis of the cognitive mapping acquired from the users of Bukit Bintang brings about the discussion of how the physical and social structures affect the perception of the city by observers and how the imageability is established with common consensus among different user group. The discussion focuses on how environment images contribute to urban legibility in relation to the 5 elements mentioned.

The cognitive maps can be related to the elements established by Kevin Lynch.

The noticeable common features shown on the cognitive map largely contributes to the legibility of Bukit Bintang. One of the most distinctive element is the streets where there is many other environment elements are closely related. From the map it is clear that the users perceive the Jalan Bukit Bintang as the “path”. This path is the main street channeling accessible passages which serves as pedestrian linkages and allows movement along the path. The attractive design of the pedestrian walkway of “Bintang Walk” where popular shopping places and entertainment spots associated with activities makes this path legible to most of the users. Design treatment such as green spaces, sheltered pedestrian corridors and the vibrant texture in building fabric of both side of the path contributes to the street’s legibility.

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Figure 13 : Design of path with greeneries makes the place more legible.

A consistent characteristic is employed along the line of visual and travels while allowing observers moving along the axis of visual and travel strengthen the “path� element. Buildings such as shopping malls, street vendors, transport nodes, pedestrian walkways, public facilities, high-rise buildings, and distinctive restaurants along the path can make the place more legible.

Figure 14 : Shopping complexes along path make the place more legible.

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Figure 15 : Buildings, transportation hubs and junctions along path strengthen legibility of the area

Convergence of the paths at junction shown on the map reflects the density of human activities around the area. It condenses the users and it tends to gather people and become the point of intersection or concentration. This is where the intersection becomes the “node� element. The map shows the respondents see the junction and the fountain as an appealing element along the main junction of the area. It is easy to be noticed and it is perceived as the point of reference most of the time for the users.

Usable open spaces at the fountain in front of the Pavilion Mall entrance suggest activities and allow social interactions and communication to take place. The fountain becomes a dominant feature along the main path and the heart of the district which supports constant and high pedestrian movement and crossing at peak hours at junctions. This supports Kevin Lynch’s theory where a node functions as a strategic spots that tends to concentrate people and becomes the epitome of the district due to its legibility.

Figure 16 : Nodes promotes interaction creates sense of life making it legible to the city.

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node Figure 17 : Convergence of paths becomes nodes

However, the zoning of the district is less visible due to the conformation of the area as one entire commercial entity after the area is being converted from business to commercial district. From the cognitive map it can see that the Bukit Bintang area can be separated into East Bukit Bintang and West Bukit Bintang. The East Bukit Bintang is more modern compared to the west and the west is less happening in term of activities and popularity. Both East and West Bukit Bintang is considered as one commercial district, separated by an invisible edge created by the vehicle path.

WEST

EAST Figure 18 : Bukit Bintang district separated by path and edge

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According to the interview with Mr Tan, he mentioned that the current Pavilion Mall was once a school and the surrounding of the Bukit Bintang was a business district.

Now what’s left in Bukit Bintang can only be recognized as a diversified commercial district. It is meaningful to the locals as the current Pavilion mall is like a reminder of the remarkable event in the past.. “If it is our purpose to build cities which will also be adaptable to future purposes –we may even be wise to concentrate on the physical clarity of the image and to allow meaning to develop without our direct guidance”.

(Lynch, 1960) Pavilion Mall nowadays has brought new identity to the Bukit Bintang, and this image successfully contributes the legibility of Bukit Bintang.

Bukit Bintang covers a big part of the Kuala Lumpur Central City and it’ is punctured by streets that connect to different part of the area. The connectivity makes the “edges” element less visible. However, the respondents restrained the area covered to travel from PETRONAS Twin Towers and clearly use paths to show edges that prohibits the movement of human path. . The main roads for vehicles are being perceived as the edge for the city and it can be seen on the map that the street that separate the east and the west part of Bukit Bintang has become an invisible edge that prohibits the crossing and accessibility of human path. construction Boarding

Invisible edge physical edge

Figure 19 : Perimeter of street as physical edge and path as invisible edge

Other than the vehicle path as the edge, the physical edges were only shown in the map where the junction is being blocked due to on-going building construction and construction project to upgrade the Bukit Bintang facilities. The respondent indicated the

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edges of the area shaped by the boarding which restricts the accessibility of human to the area.

Figure 20 : Boarding and road barriers perceived as temporary edges.

Another important Lynchian element that specifically provides the most prominent identity contributing to the imagineability of a place, is the “landmarkâ€?. Bukit Bintang has many sky scrapers and it is almost hard to distinguish them due to their similar appearance in term of materials and building forms. This may cause loss of orientation due to the confusion of many similar looking contemporary buildings concentrated in an area. Identity of an landmark has to be strong enough to stand out among the rest of the buildings and can be easily be identified by the users from a distance. The building such as Pavilion KL mall and the Sephora building shown in the map can be easily recognized as both of the buildings have distinctive elements that externally capture human attention and left profound impression in their memory. Pavilion KL stands out the most along the Bukit Bintang Street with its grand façade and an open space at its entrance. The strategic location of Pavilion is placed next to the junctions and the Sephora building. Furthermore the expressive form of Sephora building enhances the legibility of the place. This concentration of the distinctive elements contributes a strong image and identity to Bukit Bintang, making it a more legible place.

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Figure 21 : Pavilion KL mall and Sephora as landmark to contribute to legibility of Bukit Bintang.

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6.

Conclusion

Ever since Bukit Bintang has been transformed and upgraded from business into commercial district, the physical significance and perceived image of the streets have been strengthen. The study on the physical legibility of Bukit Bintang reflects the importance of environment images as identifiable elements to provide physical and functional characteristics of places as perceived by the users. The distinguishability of the urban structures contributed by the distinctiveness of buildings and environment influences how people associate with the place. The sense of place is established through the ability of the physical elements to evoke strong images to human. Thus, it is concluded that the legibility of the environment images is contributed by the 5 Lynchian elements which is essential in an urban planning associating with characteristics of structures and environment, providing significant functions in creating a recognizable, memorable and meaningful places for human habitat.

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7.

Reference i.

Lynch, K. (1960). The image of the city. Cambridge, Mass.: MIT Press.

ii.

Lehman, M. (2009, December 1). Why a Mental Map is Important for Architects to Understand - Sensing Architecture. Retrieved November 22, 2015, from http://sensingarchitecture.com/2400/why-a-mental-map-is-important-forarchitects-to-understand/

iii.

Ujang, N., Salim, A., & Maulan, S. (n.d.). THE INFLUENCE OF CONTEXT AND URBAN STRUCTURE ON THE WALKABILITY OF BUKIT BINTANG COMMERCIAL DISTRICT, KUALA LUMPUR. Retrieved November 22, 2015, from http://psasir.upm.edu.my/32990/1/THE%20INFLUENCE%20OF%20CONTE XT%20AND%20URBAN%20STRUCTURE%20ON%20THE.pdf

iv.

Ujang, N. (n.d.). Walkability and Attachment to Tourism Places in the City of Kuala Lumpur. Retrieved November 22, 2015, from http://www.atiner.gr/journals/tourism/20141-X-Y-Ujang.pdf

v.

Silva, K. (2004). Mapping meaning in the city image: Towards managing the imageability of urban cultural landscapes.

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