Professor of architecture Fernando Lara joined the faculty at the Stuart Weitzman School of Design this past fall, after teaching at the University of Texas at Austin and the University of Michigan. Over the last 20 years, Lara has written four books and numerous articles on theorizing spaces of the Americas with an emphasis on the dissemination of design ideas beyond the traditional disciplinary boundaries.

Lara describes his interest in the ways that the creation of abstraction in architecture aligned with the colonialist expansion of European cultures, and the lessons that can be applied from this history to architectural education today. A core part of Laras research has focused on looking at structures beyond buildings designed by famed architects.

I analyzed the phenomena of how the middle class in Brazil took the vocabulary of famous buildings by elite architects and applied it to their homes, he says. These houses, which were being designed by contractors and even construction workers, were imitating modern architecture.

Lara has written about the role of abstraction in architecture, linking it to history of colonialist expansion of European influence throughout the world.

After a decade as a Latin Americanist, I started working more and more with decolonial theories, a body of scholarship that mostly comes from Latin America, with contributions from Africa and South Asia. An important tenet of decolonial theory scholarship is that modernization and colonization are one and the sameone does not exist without the other. Architecture scholarship has celebrated modernization, while trying to avoid the issues of colonization, Lara explains.

Looking at architectures role in all this, I see that abstraction is a tool for controlling spaces far away in space or in time. As architects, we manipulate spaces that will be built by somebody else in the future. We also use abstraction as a tool to control spaces far away geographically. Spatial abstraction is a process of distancing. We take a distance from the object, using tools and techniques to separate ourselves from the object, so that they can be manipulated. Historically, abstraction relates to the systematization of the design process in the 16th century, paralleling the European occupation of the Americas. With spatial abstraction, London could control New England, or Madrid could control Mexico. Architecture as we know it is integral to that process.

Read more at Weitzman News.

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Fernando Lara looks beyond famed architects to uncover deeper themes throughout history | Penn Today - Penn Today

Among the Clouds Art Center / Yuan Architects

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Text description provided by the architects. Located next to the Nanjing Tiebei City Park, the building serves as an art center. Its design attempts to subvert the impression of rigidity commonly associated with buildings with a vibrant organic form reminiscent of a sea of clouds, reflecting a natural harmony.

The building is composed of two basic elements: a staggered and stacked volume of two semi-reflective and translucent glass boxes on the inner side that simultaneously meet functional requirements and represent the building's static rationality; five horizontal and transparent metal shutter sheets on the outer side that appear like a "flowing sea of clouds," freely moving apart from the glass volume, providing shade from the sun, and symbolizing the dynamic sensibility of the building.

The relationship between the two basic elements is like the codependence between clothing and bodies, creating a richly expressive intermediary space between the intermittent flickers of light reflecting off of the glass cube and the thin metal shutters. The effect is a beguilingly poetic spatial aesthetic that lends to the interior area a multi-layered sense of outward extension and softly natural interactions. Shifting with the changing light, the superimposed facade appears solid yet yielding, aloof yet elegant, and logical yet emotional.

The impression of a building is no longer a clear silhouette. Instead, it is an image of time mapped out across layers upon layers. It is an expression of floating light and shadow. It is a fluid exchange between illusion and reality.

Like a cloud drifting across a water surface It is both architecture and landscape It is elegant as well as silent Finding sensations of life amidst complete purity and sensing the existence of time within ambiguity

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Among the Clouds Art Center / Yuan Architects - ArchDaily

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Learn about the top Landscape Architects in The Valley.

This is THE season when Arizonas allure is the envy of the world. Perfect temperatures, evenings cool enough to start a fire and a climates that welcome a diversity of plants and flowers. Add to that all the innovation in luxury pool design, outdoor amenities and living-room-like settings, and its time to celebrate the joy of outdoor living in Arizona with some of the best landscape architects in Arizona.

Meet the leaders who are making our backyard dreams come true.

Courtesy of Refined Gardens

REFINED GARDENS

Arizona landscape architect, Jeremy McVicars imagination and ingenuity have been the driving force behind Refined Gardens for a decade. From an early age, his artistry and designs have scored many awards and notoriety. McVicars spent 13 years leading design at an award-winning design firm. In 2013, he launched his firm, an award-winninglandscapecompany specializing in residential, commercial and resort design, construction, and maintenance services. As the founder of Refined Gardens, he focuses his passion and leadership on the design and construction of the most refined exterior spaces. He gets his greatest joy in making his clients happy.

His work has been frequently published in luxury and industry magazines featuring design perspectives inspired by his extensive travels. Refined Gardens won an ICONIC Design Award for a stunning raised infinity-edge pool that sits on the side of Camelback Mountain and an ICONIC Design Award for the Sanctuary House.

Working with lead Arizona architects and homebuilders, McVicars works to build a culture of collaboration in an inspiring environment. When he isnt guiding and motivating the team, he enjoys traveling with his beautiful wife and gaining inspiration from gardens around the world.

Design | Build | Maintain

Refinedgardens.com

480.588.7166

YOU MAY ALSO LIKE: LANDSCAPE ARCHITECT BAS SMETS REIMAGINES THE ICONIC NOTRE-DAME

Courtesy of Shearon Design Collective

SHEARON DESIGN COLLECTIVE

The team at Shearon Design Collective exists to amplify the allure and enjoyment of outdoor spaces. Lead by Arizona landscape architect and founder of Shearon Design Collective Phil Shearon and founded in 2018, the team crafts extraordinary landscapes, pools and outdoor havenstailoring bespoke designs that connect distinct client preferences.

Growing up with a family legacy in construction, Shearon is no stranger to the world of building, but it was his deep connection to the outdoors that drew him to landscape architecture. Today, his team, working valley-wide includes two full-time architects to execute full design.

YOU MAY ALSO LIKE: PHIL SHEARON | THE JOY OF CARING FOR PLANTS

Working with 3D designs and video walkthroughs, Shearon invites his clients to be immersed in the process of bringing creativity to reality. From the very first idea to the final implementation, the dedicated team remains actively engaged in your project, ensuring that your outdoor escape transforms and your envision turns to reality.

Aesthetes and Designers of Remarkable Landscapes & Outdoor Living

Shearondesignco.com

480.331.3354

Courtesy of Venetian Outdoors

VENETIAN OUTDOORS

Established in 2011 and founded by Arizona landscape architect Matt Coyle, Venetian Outdoors is a full-service design + build firm that executes all aspects of exterior design which include pools, outdoor kitchens, water features, fire elements and more. Coyle says hes not afraid of complexity, in fact, his team thrives on it.

Todays modern landscape architect designs require expertise in building and construction. Additionally, with all aspects of design such as, hardscape, pool-building, structure construction and landscape under one roof, the team at Venetian Outdoors has mastered bringing a clients full vision to life with every team member on the same page.

In addition to creating an outdoor oasis for you and your family, the Arizona landscape architect team can assist you with every aspect of design from color and material selections, design and architecture, to selecting outdoor furnishings, outdoor appliances and space planning.

We believe we set ourselves apart with our ability to listen to our clients and deliver on their vision. We have a team in place that can execute your project with the attention-to-detail that few can offer. We are problem-solvers and perfectionists at the same time. We ensure our team is up to delivering the most exceptional job you can imagine, Coyle says.

Venetian Outdoors is also the winner of two ICONIC Design Awards.

Imagine . Design . Build

Venetianoutdoors.com

480.322.4511

Courtesy of Chic Design Group

CREATING AWESOME OUTDOOR LIVING

If you are looking for a sleek outdoor kitchen, an exceptional option is available from Orange-County based Chic Design, a luxury firm that works with clients across the country.

Formed by a love of history, owner and CEO Moon Shirvania loves working with clients in the world of design. With more than 20 years experience, her vast network of top architects and builders support bringing her clients visions to life. Communication is key to a projects success. Thats why Shirvanian loves working one-on-one with clients to make sure their vision is fulfilled.

Chic Design represents Modulnova, an integrated design that redefines traditional volumes, communicating the language of the architectural space. This beautiful system offers a fluid connectivity between rooms to create a consistent and luxurious look.

Modulnovas attention-to-detail is conveyed through its solutions and innovations, both aesthetic and functional for kitchens, living spaces, bathrooms and outdoor spaces. The success of clients is Chic Designs focus, and thats what makes Moon Shirvanian a leader in her field.

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The Most Talented Landscape Architects in Arizona - Iconic Life

MVRDV, Orange Architects, and LOLA Unveil WrtZ Masterplan in the Netherlands

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MVRDV has just announced the WrtZ masterplan, that repurposes a former business park near the railway station into a dynamic innovation hub. Developed by AM and designed by a team including MVRDV, Orange Architects, and LOLA Landscape Architect, the scheme introduces residential homes, creative workspaces, dining establishments, and various neighborhood amenities. At the core of the new design is the newly renovated Wrtsil hall, a former factory redesigned with a signature undulating roof topped by a hovering wooden apartment block.

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Initially designed by Gert Grosfeld in 1998, the Wrtsil Hall is positioned as the district's focal point. After MVRDVs renovation, the hall is set to become the place for creative businesses, forward-thinking entrepreneurs, and research and educational organizations. Above the Wrtsil hall, a wooden apartment block hovers, providing the new neighborhood with a centering point.

The WrtZ masterplan is situated in the heart of Zwolle, The Netherlands, and was inspired by the Wrtsil hall. The 9.5-hectare WrtZ was created following the Municipality of Zwolle's station zone development framework and the guidelines provided by Nederlandse Spoorwegen (NS), the Dutch railway company. The three areas that make up the WrtZ masterplan are Spoorpark to the east, Lurelei to the west, and Werkplaatsen in the middle.

The WrtZ scheme incorporates shared mobility options, a bicycle innovation center, multipurpose parking hubs, slow-traffic paths, and priority parking for pedestrians, cyclists, and public transport users. In line with the goals of NS and the Municipality of Zwolle, the plan aims to create a car-free, healthy community surrounding the station. Taking advantage of its current proximity to Zwolles station, the scheme hopes to create a vibrant second city center that highlights pedestrians.

I consider WrtZ as the daring sister of the historic city centre.The mix of housing typologies, education, facilities, and functions ensures a strong social fabric and opportunities for everyone.--Doeschka Bos, development manager AM.

The WrtZ district hopes to bring Zwolle closer to realizing its goal of having the greenest inner-city station area in the Netherlands, serving as a national example. With its low-carbon, circular policies and sustainable transportation efforts, WrtZ aims to establish a benchmark for other "station zones" nationwide. It is anticipated that the WrtZ innovation district will begin to take shape gradually around 2025.

In December, BIG unveiled Gelephu, an envisioned master plan that draws from Bhutanese culture, Gross National Happiness principles, and spiritual heritage. Additionally, CHYBIK+KRISTOF has won an international competition to design a multifunctional tower as a significant part of Tiranas evolving landscape. Finally, Global Architecture Development (GAD) has presented the New Tashkent City master plan, shortlisted in the Master planning category at the World Architecture Festival (WAF) 2023. This comprehensive vision hopes to propel Tashkent, Uzbekistan, into a new development phase through their design strategies.

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Gallery of MVRDV, Orange Architects, and LOLA Unveil WrtZ Masterplan in the Netherlands - 2 - ArchDaily

MVRDV, Orange Architects, and LOLA Unveil WrtZ Masterplan in the Netherlands

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MVRDV has just announced the WrtZ masterplan, that repurposes a former business park near the railway station into a dynamic innovation hub. Developed by AM and designed by a team including MVRDV, Orange Architects, and LOLA Landscape Architect, the scheme introduces residential homes, creative workspaces, dining establishments, and various neighborhood amenities. At the core of the new design is the newly renovated Wrtsil hall, a former factory redesigned with a signature undulating roof topped by a hovering wooden apartment block.

+ 2

Initially designed by Gert Grosfeld in 1998, the Wrtsil Hall is positioned as the district's focal point. After MVRDVs renovation, the hall is set to become the place for creative businesses, forward-thinking entrepreneurs, and research and educational organizations. Above the Wrtsil hall, a wooden apartment block hovers, providing the new neighborhood with a centering point.

The WrtZ masterplan is situated in the heart of Zwolle, The Netherlands, and was inspired by the Wrtsil hall. The 9.5-hectare WrtZ was created following the Municipality of Zwolle's station zone development framework and the guidelines provided by Nederlandse Spoorwegen (NS), the Dutch railway company. The three areas that make up the WrtZ masterplan are Spoorpark to the east, Lurelei to the west, and Werkplaatsen in the middle.

The WrtZ scheme incorporates shared mobility options, a bicycle innovation center, multipurpose parking hubs, slow-traffic paths, and priority parking for pedestrians, cyclists, and public transport users. In line with the goals of NS and the Municipality of Zwolle, the plan aims to create a car-free, healthy community surrounding the station. Taking advantage of its current proximity to Zwolles station, the scheme hopes to create a vibrant second city center that highlights pedestrians.

I consider WrtZ as the daring sister of the historic city centre.The mix of housing typologies, education, facilities, and functions ensures a strong social fabric and opportunities for everyone.--Doeschka Bos, development manager AM.

The WrtZ district hopes to bring Zwolle closer to realizing its goal of having the greenest inner-city station area in the Netherlands, serving as a national example. With its low-carbon, circular policies and sustainable transportation efforts, WrtZ aims to establish a benchmark for other "station zones" nationwide. It is anticipated that the WrtZ innovation district will begin to take shape gradually around 2025.

In December, BIG unveiled Gelephu, an envisioned master plan that draws from Bhutanese culture, Gross National Happiness principles, and spiritual heritage. Additionally, CHYBIK+KRISTOF has won an international competition to design a multifunctional tower as a significant part of Tiranas evolving landscape. Finally, Global Architecture Development (GAD) has presented the New Tashkent City master plan, shortlisted in the Master planning category at the World Architecture Festival (WAF) 2023. This comprehensive vision hopes to propel Tashkent, Uzbekistan, into a new development phase through their design strategies.

Excerpt from:
MVRDV, Orange Architects, and LOLA Unveil WrtZ Masterplan in the Netherlands - ArchDaily

The film Perfect Days, directed by German filmmaker Wim Wenders, has been presented in cinemas. The lead actor, Koji Yakusho, was awarded Best Actor at the last Cannes Film Festival.

The movie is set in Tokyo and depicts the ordinary and monotonous life of Hirayama, a janitor at the public toilets of The Tokyo Toilet, located in one of the city's most famous neighbourhoods, Shibuya.

One of the peculiarities of the film lies precisely in these toilets, renowned for their architectural design, which the protagonist cleans with excellent method and precision. The creation of 'Perfect Days' originated from a request by the Shibuya administration, asking Wenders to make a documentary dedicated to these bathrooms.

Toilets have always been a symbol of worldwide renowned Japanese hospitality culture, and The Tokyo Toilet reaffirmed this characteristic.

The project was initiated in 2018 by The Nippon Foundation, an influential charitable organization supporting welfare projects. The project aims to promote public toilets, debunking the common misconception that they are dark, dirty, smelly, and unsafe places. Instead, the goal is to turn them into new symbols of hospitality, spaces focused on accessibility and inclusion.

To achieve this, the Foundation commissioned a team of 16 international creatives, including renowned architects like Kengo Kuma and Tadao Ando, to design 17 new public toilets. The result is a perfect synthesis of aesthetics, functionality, and, above all, accessibility.

The Tokyo Toilet | Jingu-Dori Park | AMAYADORI,Tadao Ando Architect & Associates-From'Perfect days'byWim Wenders

The Tokyo Toilet | Ebisu Park | Modern KawayabyMasamichi Katayama -From'Perfect days'byWim Wenders

The Tokyo Toilet | Nabeshima Shoto Park | A Walk in the WoodsbyKengo Kuma and associates-From'Perfect days'byWim Wenders

Among the architects involved in The Tokyo Toilet is the winner of the prestigious Pritzker Architecture Prize 2014, Shigeru Ban, who created what could be considered the most iconic bathrooms of the project.

Shigeru Ban-designed toilets in Yoyogi Fukamachi Mini Park and Haru-no-Ogawa Community Parkfeature walls made of coloured and transparent glass that turns opaque when the door-closing mechanism is activated. This technology might seem unusual, and indeed, in a scene from the film, a foreign woman approaches these facilities with a certain perplexity and asks Hirayama to explain how they work.

The Tokyo Toilet | Yoyogi Fukamachi Mini Park, Shigeru Ban Architects -From'Perfect days'by Wim Wenders

The architect explains the concept behind his design for the structures: There are two things we worry about when entering a public toilet, especially those located at a park. The first is cleanliness, and the second is whether anyone is inside. Using the latest technology, the exterior glass turns opaque when locked. This allows users to check the cleanliness and whether anyone is using the toilet from the outside. At night, the facility lights up the park like a beautiful lantern.

The studios involved in The Tokyo Toilet project, in alphabetical order, are Fumihiko Maki, Junko Kobayashi, Kashiwa Sato, Kazoo Sato, Kengo Kuma, Marc Newson, Masamichi Katayama, Miles Pennington, Nao Tamura, NIGO, Shigeru Ban, Sou Fujimoto, Tadao Ando, Takenosuke Sakakura, Tomohito Ushiro, Toyo Ito.

>Discover all The Tokyo Toilet Projects

Continued here:
Why Architects Should Watch "Perfect Days by Wim Wenders - Archilovers.com

Chilean architecture studio Croxatto and Opazo Architects has created a holiday home outside of Santiago with a rotated, wedge-shaped terrace at its front.

At just 22 feet by 22 feet (7 metres by 7 metres) and 16 feet (5.5 metres) high, the cube-shaped Casa Lagunita contains a kitchen, living and dining room, two bathrooms and two bedrooms across two levels.

Located on a hilly site in Laguna Zapalla two hours outside of Santiago, Croxatto and Opazo Architects integrated the house into a 25-degree slope by splitting the program into three "platforms".

"The project's approach aims to make full use of the terrain by dividing the entire surface into three main platforms, contained by two concrete walls that shape and support the hillside," said the team.

The first platform contains parking spaces, which are located on ground level and face the structure's concrete foundation.

An exterior wooden staircase leads to a second platform that supports the house.

The entrance was placed on the side of the structure, and visitors enter the first-floor living and dining area, which also contains a kitchen running along the far side.

A bathroom was tucked into a corner of the space, facing a steep wooden staircase that leads to the house's top-floor sleeping area.

The majority of the staircase was lined in planed pine wood, while its top section was made of metal. Floor-to-ceiling windows span its height, while astorage cupboard sits underneath.

Next to the staircase's first-floor landing, a door leads to a small terrace that juts out from the facade and is enclosed by a rectangular concrete volume.

"The large window facing south and west extends toward the street through a roofed, rotated terrace, turning toward the sea, becoming a large beacon that gently incorporates afternoon light, warmly bathing the wooden walls inside the house," said the team.

The top level contains two bedrooms and a second bathroom which was placed in the same corner as the one below.

Both the bedrooms and living area are located along the back side of the house, facing the slope.

Large windows on this side of the house look out over a backyard.

"To the north, six large Oregon pine windows open, incorporating a small decorative courtyard, expanding the spatial sensation and dressing the interior with vegetation," said the team.

The third platform of the house, a spacious terrace, was placed at the highest point of land.

Accessed by a second exterior staircase, it looks out over the surrounding town and beach.

The team finished the exterior in white-washed concrete, with the majority of the interior lined with 1 by 4 inch pine wood panelling.

Previously, Croxatto and Opazo Architects perched two timber-clad cabins on the Chilean coast.

The photography is by Cristbal Palma.

Project credits:

Project team: Nicols Opazo, Felipe Croxatto, Martin Dellatorre, Jos Pablo O`Ryan, Maximiliano Valle

More here:
Croxatto and Opazo Architects front Chilean home with rotated terrace - Dezeen

Exploring the Legacy of Modernist Landscape Architect Dan Kiley

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As a landscape architect, Dan Kiley has significantly contributed to the world of design. The designer worked with influential architects such as Louis Kahn, I.M. Pei, and Eero Saarinen. Influenced by the timeless landscapes of Andr Le Ntre, most of his designs are well-known for their manner of merging grids and alles, striking a balance between natural and organized beauty.

Opening January 18th, The Landscape Architecture Legacy of Dan Kiley exhibition is a traveling photographic exhibition honoring one of the most critical Modernist landscape architects. Curated by The Cultural Landscape Foundation, the display aims to explore and spread awareness of the architects profound impact. Showcased at The Exhibition Space @ ABC Stone in Brooklyn, the show offers a captivating journey through 27 carefully chosen designs by Dan Kiley.

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On display until April 30, 2024, the exhibition offers a journey through 27 designs by the world-renowned Dan Kiley. These include iconic locations such as the Rockefeller University and the Ford Foundation Atrium in New York, Kenjockety in Westport, the Art Institute of Chicagos South Garden, and Patterns, a garden in Wilmington, DE, crafted for Gov. & Mrs. Pierre S. Pete du Pont IV.

Kileys visionary approach and philosophy are narrated through a collection of photographs by renowned artists like Marion Benner, Todd Eberle, and Alan Ward. Additionally, the exhibition features insights into Kileys collaborations, featuring recollections from his colleagues and details about the architects creative process.

Dan Kiley worked on many significant projects throughout his career, but the design of Columbus, Indiana's Miller House and Garden is among his most well-known and iconic creations. This 1957 project, which was completed, is frequently regarded as a masterwork of modernist landscape architecture. Praised for blending indoor and outdoor spaces, the design combines geometric shapes with vegetation pools.

The architect is also remembered for the South Garden at the Art Institute of Chicago. Designed in collaboration with architect Eero Saarinen, the South Garden showcases the designers modernist philosophy and approach. Completed in 1962, the garden boasts clean lines, geometric patterns, and carefully placed plantings. The design uses a grid layout with other integrated elements of order and symmetry.

Landscape architecture shapes our environments and fosters relationships between people and their surroundings. This week, the Danish Landscape Award 2023 was awarded to the H.C. Andersen Garden designed by MASU Planning. Last month, BIG unveiled Gelephu, an envisioned master plan that draws from Bhutanese culture. The plan is filled with green spaces, adhering to the sustainable standards of the worlds first official carbon-negative country, Bhutan. Additionally, Archi-Tectonics NYX has completed the masterplan transformation for the Hangzhou Asian Games Park 2022. Spanning 116 Acres, the project includes an expansive Eco-Park and seven buildings, charting a new path for the citys environmental future.

Excerpt from:
Exploring the Legacy of Modernist Landscape Architect Dan Kiley - ArchDaily

In marketing, akin to the fable of the undressed king, we find ourselves traversing a landscape shrouded in illusions of effectiveness. Much like the king convinced of his regal attire, businesses often adhere to outdated marketing playbooks, unaware of their diminishing impact.

How can businesses summon the courage to discard old strategies and become the narrative architects of the future?

In an era marked by perpetual technological evolution, the traditional approach to marketing has met its demise. The once tried-and-true methods, characterized by banal advertisements and cookie-cutter strategies, are no longer effective. As we bid farewell to the age-old practices, its time to embrace a new paradigm: the era of narrative architects.

The Death of Traditional Marketing: A Paradigm Shift

Why is marketing declared dead? The landscape has changed drastically, rendering traditional marketing obsolete. Platforms like LinkedIn, once a hub for professional connections, have become saturated with uninspiring ads that fail to capture the attention of the audience. Conversion key performance indicators (KPIs) have blurred, and the old marketing playbook is proving futile in an environment that demands innovation.

In this brave new world of marketing, businesses are challenged to metamorphose into narrative architects. The key to capturing attention in a saturated content universe lies in crafting compelling stories that resonate with the audiences emotions and aspirations. Storytelling becomes the bridge that transcends the limitations of traditional marketing, offering an immersive experience that forges a profound connection between consumers and brands.

LinkedIns Quandary - The Ineffectiveness of Banal Ads

LinkedIn, hailed as the professional networking haven, is now cluttered with generic ads that struggle to resonate. The audience, bombarded by indistinguishable promotions, has developed a resistance to traditional marketing ploys. Users scroll past these mundane advertisements, rendering them ineffective in generating meaningful engagement or conversions.

The Need for Evolution and the Power of Storytelling

To navigate this new marketing landscape, businesses must transform into narrative architects. Crafting compelling stories that resonate with the audiences emotions and aspirations is the key to capturing attention in a world saturated with content. Storytelling transcends the limitations of traditional marketing, creating an immersive experience that connects consumers with brands on a deeper level.

Hyper-Personalization? Tailoring Experiences for Individuals

One-size-fits-all marketing no longer suffices. The future belongs to hyper-personalization, where brands curate unique experiences for each individual. Utilizing data-driven insights, businesses can tailor their narratives to align with the specific interests, preferences, and needs of their target audience, fostering a sense of personal connection.

Engaging Beyond the Scroll

Static ads fail to engage todays tech-savvy audience. Interactive content, such as augmented reality experiences and immersive campaigns, breaks through the monotony, encouraging active participation. This hands-on approach not only captures attention but also leaves a lasting impression, creating a memorable brand experience.

Embracing New Technologies: AI, AR, and Beyond

The arsenal of a narrative architect includes cutting-edge technologies like artificial intelligence (AI) and augmented reality (AR). These tools enable businesses to create futuristic, interactive campaigns that seamlessly blend the digital and physical worlds, providing a unique and memorable brand experience.

Metrics Redefined: Measuring Engagement Over Conversions

As traditional conversion metrics become obsolete, measuring engagement becomes paramount. Metrics should focus on the depth of audience interaction, the resonance of the narrative, and the overall brand experience. The success of a campaign lies not just in immediate conversions, but in building a community of engaged and loyal followers.

Embrace the Future or Fade Away

Marketing, as we once knew it, is indeed dead. Long live the narrative architects who understand the pulse of the modern consumer. To succeed in this ever-evolving landscape, businesses must shed the old marketing playbooks, embrace storytelling, leverage technology, and redefine success metrics. The future belongs to those who can adapt, innovate, and create experiences that transcend the mundane. Its time to evolve or risk becoming irrelevant in the age of narrative-driven marketing.

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Rethinking Marketing? The Rise of Narrative Architects | by Meir Amarin | Jan, 2024 - Medium

16 Materials Every Architect Needs to Know (And Where to Learn About Them)

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A buildings materiality is what our bodies make direct contact with; the cold metal handle, the warm wooden wall, and the hard glass window would all create an entirely different atmosphere if they were, say, a hard glass handle, a cold metal wall and a warm wooden window (which with KTHs new translucent wood, is not as absurd as it might sound). Materiality is of just as much importance as form, function, and locationor rather, inseparable from all three.

Here weve compiled a selection of 16 materials that should be part of the design vocabulary of all architects, ranging from the very familiar (such as concrete and steel) to materials that may be unknown to some of our readers, as well as links to comprehensive resources to learn more about many of them.

Concrete is the most widely used building material in the world, making it a good starting material to get to know. However, it also has significant environmental impacts, including a carbon footprint of up to 5% of worldwide emissions. To get to know all about designing with concrete, the Concrete Center has a collection of useful reports, many of which are free with registration.

One of the oldest, most traditional building materials around the world is of course timber. The material is beginning to take on new forms thanks to engineered wood products, and with high-rise buildings and even translucent properties, this diverse material is being taken to new heights. reThink Wood has a great collection of resources to learn about, and help architects design with, wood.

The city skylines as we know them exploded out of our discovery of steel, commonly used for reinforcement but serving as a beautiful skin in several examples. The wiki SteelConstruction.info offers everything you need to know about designing with steel.

Although this may seem like a cheap, unsustainable material to some, one should not be so quick to judge the possibilities that plastic holds. We produce so much of it; why not recycle it in the form of architecture or bioplastics? What about the whole new world that comes with 3D printing? The American Chemistry Council has a great overview of plastics as a material, as well as a rundown of their major uses in architecture, with links to further resources for each.

Another material used over generations in certain geographical locations around the world, stone has a wide diversity of textures, colors, and strengths. Despite its heavy, solid materiality, one can still work with it to achieve diverse forms. The Building Stone Institute has a variety of resources including fact sheets and specification sheets for many of the most common types of stone used in construction.

Textiles have been explored most commonly using tensile structures, however, theres a whole range of opportunities using this material: load-bearing chairs, inflatable spaces, fabric casting, and wooden fabrics amongst others. Fabric Architecture Magazine has a collection of technical articles for architects, while their resource guide provides a comprehensive overview of the products on the market in this category.

Our most used material to achieve transparency and light is without a doubt glass, one of the most commonly used faade elements in contemporary architecture. Some are taking it a step further, attempting to extend its properties to create "intelligent" responsive glass. The PPG Glass Education Center is a great place to learn more.

Despite its rigid, rectangular shape made to fit in your hand, brick architecture has been shown to create beautiful structures with the right craftsmanship. Innovative thinkers are also finding new ways to incorporate active sustainability into the small building elements. The Brick Development Association has a collection of resources for learning more about brick.

A material stronger than metal body armor, with awesome tensile strength, Kevlar is certainly an asset when building large structures. With a less rigid composition than steel, however, it could reform the way we think of large load-bearing structures. As a still relatively new material, there are few comprehensive information sources on Kevlar's architectural applications, but this article and this snippet from the book Material Architecture by John Fernandez are good places to start.

Bamboo usage is generally dictated by the geographical location of the architectural project. In locations where bamboo makes sense, it is an incredibly flexible, strong, sustainable material that can be useful in many ways.

Reflecting everything about our new material endeavors is carbon fiber: "five times stronger than steel, twice as stiff, weighing significantly less." The composition of carbon fiber makes it flexible to work with, allowing it to take shapes from surfaces to rods, depending on your requirements.

With all the high-rises soaring high above the earth, its a wonder photovoltaic facades havent become a norm. Due to the evolution of photovoltaic technology, cells may no longer have to be locked in place on the roof. The International Energy Agency's design handbook for photovoltaics in buildings is available for free online.

Earth is among the oldest building materials we can think of due to its almost universal accessibility and relative ease of use at small scales. Its capable of being compressed into modules, as well as creating freeform surfaces, all of which can eventually return to the earth with ease.

We produce a huge amount of waste covering a huge range of materials, but getting to know your waste is an excellent idea for future architects. Whether its converting cigarette butts into building material or plastic bottles to earthquake-resistant walls, recycling is something to be admired.

Creating a passive thermal environment, shielding from rain, and blending into similar natural surroundings are just a few things that straw is good at. Its no wonder thatched roofs were so popular in the past.

With the massive loss of habitats happening around the world, getting to know organic structures created by animals is something thats best to do sooner rather than later. Not only can we learn from their use of materials, it also opens up opportunities for us to coexist by incorporating their organic materials into our architecture.

As with all materials, accessibility and cost plays a huge role. There are sure to be materials not on the list that would be the obvious option in certain parts of the world, so be sure to get to know the materials around you in addition to these and youll be sure to have a complete resource.

Finally, if you're looking for a resource to specify products for a project, why not try ArchDaily's Product Catalog?

Editor's Note: This article was originally published on December 19, 2016.

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16 Materials Every Architect Needs to Know (And Where to Learn About Them) - ArchDaily