1. BACHELOR OF SCIENCE (HONOURS) IN ARCHITECTURE
THEORIES OF ARCHITECTURE AND URBANISM
(ARC61303/ARC2224)
SYNOPSIS: REACTION PAPER (MARCH 2017)
Name: Yong Yu Joon ID No.: 0318299
Lecturer: Nicholas Ng Tutorial Time:
Reader/Text Title: Learning From Las Vegas Synopsis No: 1
Author:Robert Venturi, Denise Brown, Steven Izenour
The textgiven from Learning from Las Vegas is basically an urban analysis of the Las Vegas strip based
on close observation abouthow architecture and advertisement co-exist on the strip ofLas Vegas which
makes it a unique venue for architecture.
Furthermore, we can clearly see the dominance ofsigns and symbols as they replace architectural form
as place making elements, landmarks and a form ofexpression while buildings are reduced to the modest
necessities covered by signs hence the decorated shed.This emphasizes semiotics which is the study of
signs and symbols and how they create meaning. The signs act as a mode ofcommunication from the store
to the road which becomes a force ofpersuasion through language to attract drivers. In the case ofa
decorated shed where the meaning ofthe building is contained in the sign, the architecture and form of the
building becomes unimportant is it a casino or a church.
In my opinion, this is caused by the mass commercial nature ofthe strip which was originally a pit stop
for passing drivers. Due to the majority of passersby’s being high speed vehicular commuters, the town had
to cater towards the urban scale to appeal to potential customers and investing in flashy signboards are the
mosteconomic and hassle free alternative for clients. The use of bold communication rather than subtle
expressions can be justified as one can question the possible contentthat can be derived especially when
travelling in vehicles withoutclose proximity athigh speeds. On the other hand, one can argue Las Vegas
as compared to Rome in the textdoes nothave any previous existing culture nor tradition to look backward
to. In that pretext, it is justifiable for the lack of genus loci in terms or culture and architecture.
In conclusion, space and form is notthe mostimportant componentofurban developmentas the
communication across spaces is more importantwhere in this environment, new symbolic order ofhighway
signs emerged.
Word Count: 335 Mark Grade
Assessed by: Date Page No.
