Taccuino Scouting & Sketching Phase
Academic: Paulo Genvez
Taccuino Scouting Phase
Academic: Paulo Genvez
Brandscaping:
Architectural Brandscaping is na environment in which the creeping corporatisation of public buildings, corporations and even libraries are gradually being doubed with company logos and slogans.
Elements of Florence as a brand: The Dome
Typical food & drink
Well-known Bridges
Il Giglio Fiorentino
Renaissance origins
Arno River
Guerrilla Marketing: It was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. The objective of guerrilla marketing is to create a unique, engaging and thoughtprovoking concept to generate buzz, and consequently turn viral.
Taccuino Scouting Phase
Slogans & Logos cingular billboard (image via: Netzkobold)
The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing
Cingular Wireless’ jumbo guerrilla marketing ad also used shock as a weapon, though without any gory connotations. The ad shown above works on a number of levels, attracting those looking down, those looking up or from a distance, and appealing to the funny bone by having the word “dropped” appear to have dropped right off the billboard.
Guerrilla Marketing:
Taccuino Scouting Phase
Slogans & Logos
Controversy on Guerrilla Marketing happened in United States
Aqua Teen Hunger Force On January 31, 2007, several magnetic light displays in and around Boston, Massachusetts, were mistaken for possible explosive devices. Several subway stations, bridges, and a portion of Interstate 93 were closed as police examined, removed, and in some cases, destroyed the devices. The suspicious objects were revealed to be ads depicting the characters from the Adult Swim animated television series Aqua Teen Hunger Force.
Guerrilla Marketing:
Taccuino Scouting Phase
Architectural Projection Mapping
“Video Projection Mapping is an exciting new projection technique that can turn almost any surface into a dynamic video display. Specialized software is used to warp and mask the projected image to make it fit perfectly on irregularly shaped screens. When done right, the end result is a dynamic projection installation that transcends ordinary video projection�. videomapping.tumblr.com
One of the earlier examples of urban projection video is the Artificial Dummies installation by TODO. Unlike planned, linear video, the creatures inhabiting the architecture here are actually driven by behavioral algorithms. The Artificial Dummies project is an exhibition of both urban projection and artificial intelligence, where cartoon-style creatures are the star of the show
H&M Amsterdam Store
Torino Porte Palatine
Taccuino Concept of an Urban Center
Scouting Phase
In my study case I chose A term used to describe any institution whose goal is to indorm and link the public policy. Its funcion is to facilitate the comunity involvment by offering a centralized location for urban policy, design and planning as well as information about “what`s going on” among community members, tourists and people related to it.
The Siemens Urban Sustainability Centre in the heart of London’s Docklands. It will be an iconic building providing a place for community enjoyment as well as promoting education and learning in the fields of science, engineering, technology and sustainability.
The building itself will showcase sustainable technologies and will demonstrate excellence in sustainable construction
The building will also provide office space for around 250 Siemens employees and there will be a state of the art 300 seat auditorium as well as a shop, restaurant and café facilities.
will give visitors an opportunity to learn about technological solutions to urban challenges such as climate change and urban sustainability.
The Siemens Urban Sustainability Centre
Taccuino Scouting Phase
The facets create a very distinctive crystalline form, composed of a series of planar components The proposal comprises two crystals - the exhibition and office/conference volumes respectively.
The form is a pair of parallelograms or ‘crystals’ that are themselves broken into a series of triangulated facets to form the facades.
The facets each have a different orientation, and so will reflect the light differently, creating a dynamic form from every angle.
The Siemens Urban Sustainability Centre
Taccuino Scouting Phase
The Siemens Urban Sustainability Centre
Taccuino Scouting Phase
Taccuino
Sketching Phase Temporary pavilions:
Lilas: By Zaha Hadid Architects 12 July – 21 July 2007 The installation was designed as an open air space, 5.5 meters in height that consisted of three identical fabric structures around a central point. Taking inspiration from complex natural geometries such as flower petals and leaves the three parasols overlapped to create the installation’s main conceptual feature: complex symmetry. Raised on a low platform located within an open field flanked by a row of trees just South of the Serpentine Gallery, the installation was free standing and accessible from all sides. • http://www.serpentinegallery.org/architecture/
Chicago’s Millennium Park Pavilions by Zaha Hadid and Ben van Berkel 2009 Hadid’s curvilinear form uses state-of-the-art fabric technologies. The tent-like structure can be dismantled and re-installed elsewhere after the Centennial. Van Berkel’s floating roof offers surprising views of the Chicago skyline. This pavilion will be de-constructed and recycled •http://demakerealestate.blogspot.com/2009/04/c hicagos-millennium-park-pavilions-by.html
http://www.zaha-hadid.com/architecture/burnham-pavillion/#
Taccuino Sketching Phase
Burnham Pavillion Temporary Pavillion By arq. Zaha Hadid
A temporary pavilion designed and erected in Chicago`s Milennium Park as part of the Burnham Plan celebrations – reflecting the Chicago`s long tradition for embracing cutting edge architecture in an fluid structure that incorporates hidden traces of Burnham and Bennett`s original 1909 plans to redevelop the city
Outer and inner fabrics were wrapped tightly around the interior frame to create a distinctively fluid shape. The skins also served as screens for video-isntallations within the pavilion.
The pavillion was composed of na intricate bent-aluminium fram, each element shaped and welded to create a unique curvilinear form.
Burnham Pavillion - Dimensions
Taccuino Sketching Phase
Burnham Pavillion - Dimensions
Taccuino Sketching Phase
Burnham Pavillion - Dimensions
Taccuino Sketching Phase
Pavilion Concept
Taccuino Sketching Phase
A temporary pavilion designed and erected in Florence, Italy– reflecting the Roman`s long tradition for its great architecture and the Influences to Florence and all the world. Architectural elements that helped or influenced the identity of Florence from the Roman architecture as well as renaissance elements will be placed into a structure. These elements will provide : A space with an info point giving touristic information A bike point (stand with bicycles among the connection path).
The goal is to give value and remind people of roman`s architecture influence to all the world. The space will serve as well as a little square in which can let people rest and admire these elements
Architectural Roman Elements
Taccuino Sketching Phase
Working on these roman elements brought to Florence, the space will be composed and formed with some of the elements creating an environment for teaching/learning, and a sample of the Florentine`s renaissance A dome is a structural element of architecture that resembles the hollow upper half of a sphere
Post and lintel is a simple construction method using a lintel, header, or architrave as the horizontal member over a building void supported at its ends by two vertical columns, pillars, or posts. Used to support the weight of the structure located above the openings created by windows and doors in a bearing wall. Roman orders The Romans adapted all the Greek orders and also developed two orders of their own, basically modification of Greek orders The Tuscan order The Composite order
Resources: Wikipedia.org
Taccuino Architectural Roman Elements
Sketching Phase
An architrave is the lintel or beam that rests on the capitals of the columns. It is an architectural element in Classical architecture. A pinnacle is an architectural ornament originally forming the cap or crown of a buttress or small turret, but afterwards used on parapets at the corners of towers and in many other situations. The pinnacle looks like a small spire. It was mainly used in Gothic architecture.
Roman brick is a modern type of brick, inspired by the ancient prototypes. The brick characteristically has longer and flatter dimensions than those of standard modern bricks.
Monk and Nun is a style of roof similar to Imbrex and tegula, but instead of using a flat tile (tegula) and an arched tile (imbrex), two arched ibrex tiles are used.
Resources: Wikipedia.org
Taccuino Sketching Phase
Taccuino