TaccuinoScouting & Sketching Phase

Academic: Paulo Genvez

TaccuinoScouting Phase

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.

Brandscaping:

Elements of Florence as a brand:

Renaissance origins

Arno River

The Dome Well-known Bridges

Il Giglio FiorentinoTypical food & drink

Academic: Paulo Genvez

Scouting Phase

Guerrilla Marketing:

Cingular Wireless’ jumbo guerrillamarketing ad also used shock as aweapon, though without any goryconnotations. The ad shown aboveworks on a number of levels, attractingthose looking down, those looking upor from a distance, and appealing tothe funny bone by having the word“dropped” appear to have droppedright off the billboard.

cingular billboard (image via: Netzkobold)

Slogans & Logos

TaccuinoIt was invented as an unconventionalsystem of promotions that relies on time,energy and imagination rather than a bigmarketing budget.

The objective of guerrilla marketing is tocreate a unique, engaging and thought-provoking concept to generate buzz, andconsequently turn viral.

The term was coined and defined by JayConrad Levinson in his book GuerrillaMarketing

TaccuinoScouting Phase

Guerrilla Marketing:

Slogans & Logos

On January 31, 2007, severalmagnetic light displays in and aroundBoston, Massachusetts, weremistaken for possible explosivedevices. Several subway stations,bridges, and a portion of Interstate 93were closed as police examined,removed, and in some cases,destroyed the devices. The suspiciousobjects were revealed to be adsdepicting the characters from theAdult Swim animated television seriesAqua Teen Hunger Force.

Aqua Teen Hunger Force

Controversy on Guerrilla Marketing happened in United States

TaccuinoScouting Phase

Architectural Projection Mapping

Guerrilla Marketing:

“Video Projection Mapping is anexciting new projection techniquethat can turn almost any surfaceinto a dynamic video display.Specialized software is used to warpand mask the projected image tomake it fit perfectly on irregularlyshaped screens. When done right,the end result is a dynamicprojection installation thattranscends ordinary videoprojection”.videomapping.tumblr.com

H&M Amsterdam Store

One of the earlier examples of urbanprojection video is the Artificial Dummiesinstallation by TODO. Unlike planned,linear video, the creatures inhabiting thearchitecture here are actually driven bybehavioral algorithms. The ArtificialDummies project is an exhibition of bothurban projection and artificial intelligence,where cartoon-style creatures are the starof the show

Torino Porte Palatine

TaccuinoScouting PhaseConcept of an Urban Center

A term used to describe any institutionwhose goal is to indorm and link thepublic policy. Its funcion is to facilitate thecomunity involvment by offering acentralized location for urban policy,design and planning as well asinformation about “what`s going on”among community members, tourists andpeople related to it.

In my study case I chose

The Siemens Urban Sustainability Centre

in the heart of London’s Docklands.

It will be an iconicbuildingproviding a place for community enjoyment aswell as promoting education and learning in thefields of science, engineering, technology andsustainability.

will give visitors an opportunity to learn abouttechnological solutions to urban challenges such asclimate change and urban sustainability.

The building will also provide office space foraround 250 Siemens employees and there will be astate of the art 300 seat auditorium as well as ashop, restaurant and café facilities.

The building itself will showcase sustainabletechnologies and will demonstrate excellence insustainable construction

TaccuinoScouting Phase

The Siemens Urban Sustainability Centre

The facets each have a different orientation, and so will reflect the light differently, creating a dynamic form from every angle.

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 create a very distinctive crystalline form, composed of a series of planar components

TaccuinoScouting Phase

The Siemens Urban Sustainability Centre

TaccuinoScouting Phase

The Siemens Urban Sustainability Centre

TaccuinoSketching Phase

Temporary pavilions:

Lilas: By Zaha Hadid Architects12 July – 21 July 2007

The installation was designed as an open air space,5.5 meters in height that consisted of threeidentical fabric structures around a central point.Taking inspiration from complex naturalgeometries such as flower petals and leaves thethree parasols overlapped to create theinstallation’s main conceptual feature: complexsymmetry. Raised on a low platform located withinan open field flanked by a row of trees just Southof the Serpentine Gallery, the installation was freestanding 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 fabrictechnologies. The tent-like structure can bedismantled and re-installed elsewhere after theCentennial. Van Berkel’s floating roof offerssurprising views of the Chicago skyline. Thispavilion will be de-constructed and recycled

•http://demakerealestate.blogspot.com/2009/04/chicagos-millennium-park-pavilions-by.html

TaccuinoSketching Phase

Burnham Pavillion Temporary PavillionBy arq. Zaha Hadid

A temporary pavilion designed anderected in Chicago`s Milennium Park

as part of the Burnham Plancelebrations – reflecting the Chicago`s

long tradition for embracing cuttingedge architecture in an fluid structure

that incorporates hidden traces ofBurnham and Bennett`s original 1909

plans to redevelop the city

The pavillion was composed ofna intricate bent-aluminium

fram, each element shaped andwelded to create a unique

curvilinear form.

Outer and inner fabrics werewrapped tightly around the

interior frame to create a distinctively fluid shape. The

skins also served as screens for video-isntallations within the

pavilion.

http://www.zaha-hadid.com/architecture/burnham-pavillion/#

TaccuinoSketching Phase

Burnham Pavillion - Dimensions

TaccuinoSketching Phase

Burnham Pavillion - Dimensions

TaccuinoSketching Phase

Burnham Pavillion - Dimensions

TaccuinoSketching Phase

Taccuino