Presented by: Dina Wael El sayed Ahmed

Fall 2020/2021
What are we discussing today?

• Introduction
• Vision
• Keywords
• Concept
• Design process
Introduction
Architecture is a combination between art and science.
Why?

Aesthetic values Required Function

• Art is how it looks and architecture is how it works.

Architecture and all type of arts are related because so far they both
communicate with the human perception, sensation and behavior.

So, architects don’t usually build buildings, they build opportunity for impacts.

How can the architecture be an opportunity for impact?

• Reflect cultures
• Strengthen and unite the social values
• Express thoughts and feelings
• Improve quality of life
What’s architecture for the architect ?
“Architecture is an expression of values” Norman foster

“Architecture is a language” “Architecture is frozen music” “Architecture is a visual art” “Architecture is not about space it’s
Daniel Libeskind Johhan Wolfgang Julia Morgan about time”

• Complexity • Rhythm • Unity • Adaptive

• Diversity • Harmony • Continuity • Sequence

• Meaning • Movement • Colors • Balance

• Expression • Expression • pattern • Variety

That’s how an architect build his own identity and character.

Frank Gehry said “If you know what you are going to do in advance you won’t do it”

• How to design a project?

Vision
Define vision?
Describes the desired future state, it identifies where you want to end up.

Define vision in architecture ?

Vision is an imaginative image created early on in the project lifecycle and provides
a high-level, aspirational view of the end architecture product.

What’s the purpose of the vision?

The purpose of the vision is to agree at the outset what the desired outcome should
be for the architecture.

Vision answer the question of

• Where do we aim to be?

Vision statement examples?

• A cost efficient building that integrates the human to the nature to enhance the
quality of life and achieve social connectivity.

• It’s a fusion of art and psychology and vision and technology. It leads to connect
building to people emotionally and to add pleasure to the user.
Idea and concept
 Keywords
Define keyword?
• It’s word of great significance.

Define keyword in architecture?

• Significate words that tracks the architect towards a certain
direction of translating the communicated emotions and impact
into design.

Why are keywords important ?

• Translate the vision into more specified and simplified criteria to follow.

Search areas to get suitable keywords:

1. Visual concept
2. Physical concepts
3. Cultural and social concepts
4. Space relations
Keywords
“Architecture is an expression of values” Norman foster

Ask yourself?

1. What’s the message I want to deliver to the user?

2. Can I transport this building somewhere else?

3. Where is the common area between the function and design?

4. What’s unique about the building?

“Architecture is frozen music”

• Rhythm • Expression

• Harmony • Gradation
Walt Disney concert hall
• Movement • Identity Architect: Frank Gehry
Concept
Define concept?
• An abstract idea or philosophy that underpins your project.

Define concept in architecture?

• The concept is the story you want to tell about the project.It’s what
distinguishes a work of architecture. It’s analyzing the complexity
of the process.

Concept answer the question of

• What do we do? What makes us different? And How do we do it?

Complex Simple clear idea

Analyzing the complexity

Why is concept important ?

• Concept gives your design a direction.
Creating a design works the way the mind works,
What’s meant by direction? artistic and beautiful but built upon knowledge.
• A direction is purpose and a purpose doesn’t mean function.

• Purpose is a feeling or an impact that you want your design to

express.
Form generation sketches
Concepts according to philosophy

• Abstraction is clear as you get

the idea but it doesn’t clearly
appears
• Function follows characteristics

Source of inspiration Abstraction Design

• Adapt characteristics to design

• Meaningful colors
• Symbolizes shape and meaning
• Landmark
• Support the concept
• Applies on the function

Source of inspiration Source of inspiration Analysis Design

• Direct symbolism • Design doesn’t follow aesthetic values

• Inconvenient Proportions • Has no identity
Weak design
• Undefined spaces • Simple and clear

Source of inspiration Design

Concepts according to orientation

Create a defined axe? Create Extra space?

Change orientation of shape? Split the shape into two shapes?
Physical continuity between spaces Fulfill the program requirements
Create a public space Privacy from neighbors

Connect the two shapes through a Change heights ? Strong design?

Distort the shape?
common ceiling?
Natural lighting to the interior • Respect the site
To create interesting space
Visual continuity between forms • Visual and physical connection
• Dynamic buildings
• Form follows function
Talking about aesthetic values we should
introduce some aspects.
Principles of design:

• Movement

• Rhythm

• Harmony

• Contrast

• Balance

• Gradation

• Proportions

Louis Vuitton Fondation

Architect: Frank Gehry
Psychology of design and impact on human
‘Psychology of shapes’
is the science studying the influence of shapes on people.

Space affects the human behavior, health, decisions and interactions with other.

Squares and Rectangles

• Discipline
• Strength Circles, Ovals, and Ellipses
• Courage
• Security • Softness,
• Muscularity • Enclosure,
• Reliability • Femininity
• Infinity

Spirals

• Growth Triangles
• Creativity
• Calmness • Stability,
• Superiority
• Intelligence.
• Balance
When reversed gives opposite feelings
Thank you!