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