Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/45596

Relevant Design through Story Telling

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Title: Relevant Design through Story Telling
Authors: Shek, Howard
Advisor: Kim, Ma Ry
Issue Date: May 2015
Abstract: There are many historic pieces of architecture that are centuries old, but still somehow maintain the same level of magnificence and delight as they had when they were first completed. Despite their age, they still understand and connect with people because they still tell stories of progress, society, and life.
In comparison, many examples of modern architecture are plagued with irrelevance to its users. It often projects the ego of the architect, a soul-less level of economy, or a trendy aesthetic. As a result, there are many buildings that do not understand its users. A space that a human cannot relate to is an unpleasant space to be in.
In today’s economy and due to societal values, architecture is mainly profit driven. The human element is often glossed over because, at a glance, designing for programmatic efficiency or an ego is more immediately profitable and valuable than designing for a human experience.
This research project investigates how to bring human relevance back into architecture via storytelling. Brand Strategy will be tested as a design tool to achieve this, because it has a proven application of storytelling in the marketing field and in commercial architecture. Case studies have been conducted on various examples of commercial architecture in order to establish how architecture benefits from branding and storytelling.
The goal is to develop a new marketable design process that focuses on telling a story, rather than giving physicality to an idea. Once a new design process has been established by this, it is applied to three different architectural typologies through design charrettes; an urban master plan, a residential complex, and an educational institution. This is to demonstrate that the design process is versatile, and may be applied to any project scale or any type of architecture.There are many historic pieces of architecture that are centuries old, but still somehow maintain the same level of magnificence and delight as they had when they were first completed. Despite their age, they still understand and connect with people because they still tell stories of progress, society, and life.
In comparison, many examples of modern architecture are plagued with irrelevance to its users. It often projects the ego of the architect, a soul-less level of economy, or a trendy aesthetic. As a result, there are many buildings that do not understand its users. A space that a human cannot relate to is an unpleasant space to be in.
In today’s economy and due to societal values, architecture is mainly profit driven. The human element is often glossed over because, at a glance, designing for programmatic efficiency or an ego is more immediately profitable and valuable than designing for a human experience.
This research project investigates how to bring human relevance back into architecture via storytelling. Brand Strategy will be tested as a design tool to achieve this, because it has a proven application of storytelling in the marketing field and in commercial architecture. Case studies have been conducted on various examples of commercial architecture in order to establish how architecture benefits from branding and storytelling.
The goal is to develop a new marketable design process that focuses on telling a story, rather than giving physicality to an idea. Once a new design process has been established by this, it is applied to three different architectural typologies through design charrettes; an urban master plan, a residential complex, and an educational institution. This is to demonstrate that the design process is versatile, and may be applied to any project scale or any type of architecture.
Pages/Duration: 140 pages
URI/DOI: http://hdl.handle.net/10125/45596
Appears in Collections:2015



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