STRUCTUREDoing it right, and how you’d know

United States Of America by Joao Santos from the Noun Project

Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

DESIGN IS THE RENDERING OF INTENT

Jared Spool

Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”

1989

$111,000,000

Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Dan Klyn

2014

$7,500,000

With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009

Christian Norberg-Shulz

PLACES REPRESENT

ARCHITECTURE’S SHARE IN

TRUTH

“ There needs to be a place…one place: one complete thought around music… “ Trent Reznor

A PLACE MADE OFINFORMATION

Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul

1955

“Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons

1963

“Sleeper” by Woody Allen © United Artists 1973A scene from the film “Sleeper” by Woody Allen © United Artists 1973

1963

“Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr

I WANTED THE SHAPE OF IT TO SING AN UNENCUMBERED SONG

1962

1962

West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen

ALWAYS DESIGN A THING BY CONSIDERING IT IN ITS NEXT LARGER CONTEXTEliel Saaranen

Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen

1962

https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa

19631962

1972

WHAT IS GOOD STRUCTURE?Nakagin Capsule Tower by Kisho Kurokawa. Photograph by pictureTYO on Flickr

Nakagin Capsule Tower renderings from SciArcTokyo

TACTICS

Nakagin Capsule Tower renderings from SciArcTokyo

STRATEGY

Richard Saul Wurman Photograph by Melissa Mahoney

THERE IS NO RIGHT WAY

Richard Saul Wurman

Richard Saul Wurman Photograph by Melissa Mahoney

Richard Saul Wurman

1894

Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.

1899

Horsey Horseless, early American-made automobile. Illustration from TIME magazine online,

http://content.time.com/time/specials/2007/article/0,28804,1658545_1657686,00.html

1397

Kinkaku-ji Temple, Kyoto. Photo from California State University at Fullerton

http://nsm.fullerton.edu/usuzcpse/extensions/rokgallery/44-kinkakuji-temple-kyoto

607

Horyu Gakumonji in Ikaruga, Nara Prefecture, Japan. Photo from Wikimedia Commons.

TOWARD GOOD

STRUCTURESt. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn

MAPPED INTENTIONS

An “Elephant Path” from the back cover of Jan-Dirk van der Burg’s book Olifantenpaadjes

http://www.amazon.com/Desire-Lines-Olifantenpaadjes-Jan-Dirk-Burg/dp/908176070X

MAPPED INTENTIONS

Desire Lines in Detriot by Sweet Juniper

http://www.sweet-juniper.com/2009/06/streets-with-no-name.html

Alfred Korzybski

THE MAP IS NOT THE TERRITORY, BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE WHICH ACCOUNTS FOR ITS USEFULNESS

BUSINESS REQUIREMENTS DOCUMENT

PERFORMANCE CONTINUUM

Service Acquire

EITHER / OR

YET

Acquire Service

Optimize Innovate

Now Future

Engagement Conversion

Se

rvic

eTRUTH

INTENTION

Service Acquire

INTENT

STRUCTURE

Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin

1971

Richard Saul Wurman

THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION INSTEAD OF THE TRUTH

MAPPED INTENTIONS

Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn

ARRANGE FOR MEANING

1989

From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman

1989

From the first edition of Information Anxiety, by Richard Saul Wurman

CHANGE IN ARRANGEMENTCHANGE IN MEANING

A captivating experience.

News brings the beautiful editorial layouts

and typography of print to the screen. Enjoy

interactive and engaging stories, rich with

photo galleries, videos, and animation.

Content is optimized for both iPhone and

iPad, so you’ll have a great reading

experience no matter which device you’re

using.

CHANGED ARRANGEMENT =CHANGED EXPERIENCE

“The Structural Integrity of Meaning Across Contexts”- Jorge Arango

1972

Analysis of all of the words on advertising billboard signs along the Las Vegas “strip” in 1969, in Learning From Las Vegas ,

Venturi, Scott Brown and Izenour, Published by MIT Press, Cambridge

STRUCTURE

INTENTMEANING

DUMB MODELS

Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander

2001

RHETORICAL > PICTORIAL

shopping shopping

quoting

rentals

quoting

requesting

customrentals

us

us

custom

HOBBS MODELS

150X/DAY

40HRS/MO

Photo by David Peter Simon

INTENT

MEANING

STRUCTURE

MAPARRANGE

MODELDesk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn

Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”

1989

https://www.flickr.com/photos/kakeda/3956120566/in/photostream/

1989

Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

THANK@undrstndng

http://understandinggroup.com