Taccuino Building and Environmental

Design

Alessandra Murolo Litmanowicz 5265124

Taccuino Scouting Phase

Brandscaping

“The site where goods are promoted and sell, and reinvent itself by developing unique and unmistakable qualities.” Otto Riewoldt

Brandscaping can create dramatic, vibrant and iconic destinations, interacting with the public with new technologies. For it to work it need to have personality, be memorable and ultimately have an positive impact by combining the effect, the client and a comprehensive approach in one working element.

Essencialy its advertising a brand by changing the dynamics of architecture

In/out brandism in Architecture – The expression of the core of the institution or company promoted. Not only designing a shape, but bringing the “concept” of what’s promoted to a physical form.

As defined by Giorgio Vasari, Florence is the birth of the Renascence, and the world

capital of art, sculpture and architecture. Well-known features

of the Florence landscape, its main atractions that brings

millions of tourists every year.

Florence as a brand

Florence as a brand

Literature that gave “birth” to the Italian language close to how its

known nowadays.

Il Giglio Fiorentino, the supposed logo of the city.

As all Italian cities, Florence is also known by its culinary and

spices.

Guerrilla Marketing

Defined by Jay Conrad Levinson in his book Guerrilla Marketing.

Non conventional marketing concept, creating a unique, engaging concept to generate buzz. Uses technology and shock to promote your concept.

La Gazzetta Dello Sport

Cassino

3M Security Glass

Contrexperience Guerrilla Marketing

The Contrex, French mineral water brand, has created a fun action in the capital Paris with the message as sincere as possible about weight loss: only achieved with effort. The “Contrexperience”, as it was

called, took a few stationary bikes to the front of a historic building

and made everyone who was present laugh doing exercise, riding the bikes produced enough energy

for music and a neon-man striptease.

Source:

http://www.youtube.com/watch?v=bGJSEEx2pXc

Urban Center

Urban Center is a term used to describe any institute whose core mission is to inform and and engage the public in urban planning and public policy.

They facilitate community involvement by offering a nonpartisan, centralized location for those described above and also urban design, information relative to their city as feedback from and to architects, planners, city officials and community members.

Saitama Shintoshin

Saitama New Urban Center Saitama New Urban Center is the area spanning

Omiya and Chuo districts of Saitama City, surrounding JR Saitama Shintoshin Station.

With the aim of decentralizing the economy and administration concentrated in Tokyo, this new urban center was built as a city, to take on some of the responsibilities of the nation's capital, by

redeveloping the site where once the Omiya Switchyard of the former Japan National Railway

stood. The high-rise buildings standing side by side,

surrounding Saitama Shintoshin Station, include many national government agencies responsible

for Kanto and surrounding regions. This New Urban Center is also the largest

commercial district in Saitama Prefecture, featuring the COCOON Shintoshin Complex, Saitama Super Arena, Keyaki Plaza, the John

Lennon Museum, and numerous office buildings, it attracts people from all over the vicinity.

Source:

http://www.japan-i.jp

Saitama Super Arena

Saitama New Urban Center Saitama Super Arena is a multi-purpose stadium

located in the north part of the Saitama New Urban Center (Saitama Shintoshin).

It is one of the biggest stadiums in Japan, with a seating capacity of up to 37,000 people.

Its flexible layout allows for the accommodation of many kinds of events such laying artificial turf

over the field for American Football games. Being also equipped with a movable floor, ceiling, and seating, the arena provides an ideal venue for sports, music, TV program recording, lectures, and

exhibitions, etc. The John Lennon Museum is on the 4th and 5th

floors of the arena. The "Keyaki Plaza," the central construction of the Saitama New Urban Center (Saitama Shintoshin), and adjacent to the arena is surrounded by zelkova trees (keyaki). Many events are held throughout the

year at this plaza. Source:

http://www.japan-i.jp

Taccuino Sketching Phase

SOMA art and

music Pavilion in

Salzburg, Austria The temporary art pavilion

created a unique presence for contemporary art productions in

Salzburg, a city known predominantly for classical music. The main user of the

pavilion is the Salzburg Biennale, a contemporary music

festival.

Temporary Pavilion

Soma’s art and music pavilion proposal

Soma’s proposal was chosen as the first prize winner in an open, two-stage competition in October 2010. The structure was erected for the first time in March 2011 for a period of 3 months and houses various events such as concerts, video screenings and exhibitions.

During the next decade it will be used for various art events at different locations. Art is a cultural process involving many participants within a discourse. This process does not unlock itself on first sight, but unfolds through encounter and engagement. The pavilion’s appearance emphasizes this idea. It provokes curiosity and invites visitors to encounter the unknown and unusual.

Source:

http://www.suckerpunchdaily.com

http://www.designboom.com/

The architectural concept is based on a theme that is inherent to architecture as well as music – rule and variation. In contrast to conventional design processes that conceive forms that are then split up into buildable parts, the development of the pavilion is based on a simple element, a range of rules for aggregation, and the definition of the architectural effects aimed at. In case of the pavilion an aluminum profile with a constant length is arrayed to create oscillating spatial effects. The single sticks merge into a mass-like structure that changes its appearance during the day, according to the different light conditions.

The structure should allow an ambivalent reading as single members and as a merging conglomerate, depending on the distance it is viewed from. The main design criterion was to achieve an arrangement that, while irregular, still shows a homogenous distribution of density.

In addition to these formal aspects the members had to be arrayed in such a way that the resulting structure performs effectively and the amount of members is optimized within the design intentions.

Source:

http://www.suckerpunchdaily.com

http://www.designboom.com/

Temporary Pavilion

Soma’s art and music pavilion architectural

concept

Diagram Use

Source:

http://www.designboom.com/weblog/cat/9/view/12428/architecture.html

Source:

http://www.designboom.com/weblog/cat/9/view/12428/architecture.html

Top View

Source:

http://www.designboom.com/weblog/cat/9/view/12428/architecture.html

Section View

Source:

http://www.designboom.com/weblog/cat/9/view/12428/architecture.html

Section View

Source:

http://www.designboom.com/weblog/cat/9/view/12428/architecture.html

Ground Plan

Source:

http://www.designboom.com/weblog/cat/9/view/12428/architecture.html

Structural Detail

With the help of genetic algorithms and tools like Grasshopper and Karamba the aggregation was structurally optimized. Through combination, selection and mutation over many generations an optimized solution is generated that fulfills the achieved design criterions. The result is a complex structure optimized within architectural parameters, and based on a minimum amount of sticks that show emergent load bearing behavior. The speculative intention behind this “obliteration” of the pavilion’s structure is to prevent any conventional notion or cliché of “construction”. Instead the pavilion should appear to arbitrarily invite visitors to come up with their own associations and interpretations.

My Project Concept Engaging the old with the new, like Palazzio Gianfigliazzi above.

Although the example is of a permanent intervention, the project

concept is creating a temporary structure that allows a connection to an older building without precisely interfering with the already existing

structure, but just creating the idea of it.

The new structure its supposed to stand out but still feel part of the same building, like a extension.

Palazzo Gianfigliazzi