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iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management
Brandscaping and digital production in architecture prof. Giuseppe Ridolfi
Pop Up Florence A Temporary Urban Center Facilities System to promote past and future qualities of Florence.Project Assignment
PROJECT REQUIREMENTSThe 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.smallandmedium-sizedtemporarypavilionstoperformsomespecificfunctionsofthe•Urban Centerarchitectural and designed complementary products such as portable containers, pop-up •boxes, info-points, bubbles, totems, installations,…
PROJECT DEVELOPMENTTo carry out the project student must:
A. Taccuino. Scouting phase
giveashortdefinitionofbrandscapingwithspecificreferencetothe“in-outbrandism”•strategies; [cfr. Architectural Brandscaping Map]represent the main elements through which to identify Florence as a brand;•reportsomeexamplesofguerrillamarketingorsignificantactions/temporaryinstallation•in urban space;describetheconceptofanUrbanCenterincludingcasestudyanalysisandspecification•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;outlinetheconceptofher/hisownprojectidea.•
iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management
Brandscaping and digital production in architecture prof. Giuseppe Ridolfi
C. Design. Preliminary phase
coordinateher/hisproposalwithotherstudentsinordertocreateaunifiedprojectforthe•Urban Center;collaboratetodefinethevisualidentityandbrandrecognitionacrossallphysicalmanifes-•tationsoftheprojectanddifferentproposals(corporatetitle,logotypeand/orlogogram,pay-off, approved colors palettes, typefaces,…);designtheschematicrepresentationofthebuilding/productwiththespecificationofits•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;•realizethefinalmock-up.•
FORMATS•ThefinalpresentationoftheTaccuinohastobepresentedinUNIDINA4andpublishedonISSUU.ContentsandarticulationareexplainedatpointsAandBofthe“ProjectDevelopment”.
•TheDesignoutputs(pointsCandD)havetobepresentedinUNIDINA1.Theircontentsandarticulations are:
brand identity (table to be drawn up in groups): logotype, pay-off, colors palette, typefac-1.es, manual of style. concept design: schematic idea, architectural statement and scope with explication of 2. 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 classdetaileddesign:plans,elevations,sectionsanddetailsofthebuilding/productproposed3. manufacturingspecification:explodedaxonometricandotherdetailsofthemaincompo-4.nentsusefultoshowhowthebuilding/productisassembledanddisassembledenvironmental technologies adopted and related demonstration of their effectiveness5. photomontagesand/or6. sketches, explanatory drawings of the interior photmontagesand/orsketchesoftheurbanplacement7. finalmockup8.
For a better comprehension, students can use more than one table for each of the above points.
Tableofthepointnumber5hastobedefinedinaccordancewiththeintegratedcourse“Environ-mentalcontroltecniques”.
iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management
Brandscaping and digital production in architecture prof. Giuseppe Ridolfi
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] Grade #01
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]]
Grade #02
nov 24th Design Development – Review
nov 29th Design Development – Review
dic 1st Design Development – Review
dic 6th Structural Design – Evaluation Grade #03
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
Grade #04
jan 19th Design Development – Review
jan 26th Design Development – Review
feb 7th Second Exam Session – Students’ Presentation Grade #04
feb 9th Second Exam Session – Grade Registration