1.
difference in scalealso a
differenceinkind
?My Neighbor Totoro fan art created by user cyd84 on minitokyo.net
is a

2.
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320

3.
Copyright Embassy Pictures 1984
CLIENT TEAM

4.
Copyright Embassy Pictures 1984
DESIGNER

5.
Copyright Embassy Pictures 1984

6.
Copyright Embassy Pictures 1984

7.
Copyright Embassy Pictures 1984

8.
Image Credit: Wikimedia Commons

9.
Copyright Embassy Pictures 1984

10.
Copyright Embassy Pictures 1984

11.
D D D D
DISCOVER DESIGN DEVELOP DEPLOY

12.
Copyright Embassy Pictures 1984
D D D
DISCOVER DESIGN DEVELOP DEPLOY
D

13.
Image Credit: Embassy Pictures, © 1984

14.
INSTEAD OF THE TRUTH
THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS
HAS BEEN TO FIND A SOLUTION

15.
Photograph of Louis Kahn from Louis Kahn – The Power of Architecture exhibition at the Design Museum in London, UK 2014
A man should not take the program
and simply give it to the client
as though he were filling
a doctor's prescription.
1968

16.
PRESCRIPTION

17.
PROGRAM

18.
BACKWARD
FROM THE
PROBLEM
Sketches by Louis I Kahn from Aalto, LeCorbusier, Kahn and Soleri (1964)

19.
WHAT
BEFORE
HOW
Photograph from the collection of Richard Saul Wurman

20.
United States Of America by Joao Santos from the Noun Project

21.
COINCIDENTALLY…
Client A
12 months
Site-Wide Redesign
Broad Re-imagining
12 months
Client B
Responsive “Site Update”
Strategic Repositioning

22.
COINCIDENTALLY…
2 months
16% of original budget
3 months
23% of original budget
Client A Client B
Site-Wide Redesign
Broad Re-imagining
Responsive “Site Update”
Strategic Repositioning

23.
Copyright Embassy Pictures 1984

24.
Copyright Embassy Pictures 1984
Truth-seeking as
prerequisite to
problem solving

25.
@lukew

26.
STRUCTURAL DESIGN
VOCABULARY
“comparable clusters of
concepts about a design option”
- Daniel O’Neil

27.
GENERAL
STRUCTURAL DESIGN
VOCABULARIES
• Venturi & Scott Brown
• Hobbs

28.
Venturi +
Scott Brown

29.
1972
From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972

30.
1959
Photograph of Michigan State Medical Society Building -- Minoru Yamasaki 1959 by Dan Klyn

31.
1959
Drawing of Michigan State Medical Society Building -- Minoru Yamasaki 1959 by Michael Nÿkamp
http://mkn-design.com

32.
DUCK
Integral Ornament Innovative Revolutionary Original Pretty All Around
Advanced Technology Looks Expensive “Interesting” Heroic

33.
LEARNING FROM DUCKS
• Amplifies Meaning
• Can Become a Joke When Shrunk

34.
1972
From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972

35.
1950*
Photograph by Bruce Walker FAIA, * precise date of project is unknown.

36.
Applied Ornament
Evocative
Evolutionary
Ordinary
Conventional
Pretty In Front
Inconsistent
Looks Cheap
“Boring”
Expedient
DECORATED SHED

37.
LEARNING FROM SHEDS
• Less Risky than Ducks
• Increased Dependence on
Excellence in Implementation
and Maintenance

38.
Ephemera from Pruitt Igoe development by Flickr user Michael Allen.
1955

39.
Hobbs

40.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014

41.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014
A discussion about how these two things relate.

42.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014
The one thing is more important, or there’s more of one thing, in relation to the other thing.

43.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014
The one is a sub-set of the other, and is of central importance to the latter.

44.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014
The one is a sub-set of the other but is not core, just a part.

45.
From Star Wars, by George Lucas 1977
That’s no moon…

46.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014
The two things are related however the smaller exists or has presence beyond the larger.

47.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014
The two things are related, the smaller is not a part of the larger, exists or has presence be-
Yond the larger and is further away in relevance or importance to the conversation.

48.
From The Design Behind The Design Behind The Design, by Jason Hobbs 2014
The two things are not directly related but are part of the same discussion.

49.
LEARNING FROM HOBBS
• Spatial Grammar
• Geometric Primitives

50.
Copyright Embassy Pictures 1984

51.
CONTEXTUAL
STRUCTURAL DESIGN
VOCABULARY
• Balcony
• Silos

52.
balcony

53.
silos

54.
ありがとう
@undrstndng
http://understandinggroup.com