1) Developing strong architectural concepts requires intense effort to integrate new ideas and bring different things together in a creative way, rather than ideas flowing smoothly. 2) Communicating concepts is difficult, both explaining them to others and to oneself. Architects must learn dialogue within their own minds before explaining to others. 3) Receiving audiences for concepts can have different levels of understanding depending on their background, and architects must consider their specific audience. Common tests and elitism can also influence reception of concepts.

1. DR. NAHEDH AL-QEMAQCHI FEBRUARY 2019
Concept
Generation
Problems in
Architecture

2. “Design In Mind”
Bryan Lawson in his book Design in Mind
A junior architect student says:
“ Whenever I start a project my ideas flow
smoothly and I got a gorgeous concepts about
it, why just when I start work all things suddenly
disappear and the results were missy ”

3. Concepts and
Architecture
Concept formulation is not an
automatic activity; it takes a intense
effort to develop a concept that
appropriately integrates things not
previously brought together.
Verification
Illumination
Incubation
Preparation

4. Concepts and
Architecture
Bringing things together is a
creative act that designers,
architects, critics, artists, musicians,
and writers have identified as being
about 10 percent inspiration or
genius and 90 percent hard work.

5. Zeisel’s
conception
development
model (1981)

7. Sender (Architect) Conceptualizing Problem
COMMUNICATION INEXPERIENCE HIERARCHIES

8. Communication
Surprisingly,
The most difficult
communication problem
is not in explaining our
concepts to others, but in
explaining our ideas to
our selves.

9. Communication
Designers must learn how
to develop a dialogue
within their own minds as
an introduction to
explaining ideas to
others.

10. Does architect
design for
himself ?
An important question
related to the attitude of
the architect and to the
society

11. Inexperience
Concepts are difficult to invent if they are unfamiliar.
Since many buildings are built without the benefit of a concept and
since most critics and architects avoid writing about them, it is difficult
for the designer to have ambitions for concepts.

12. Avenues Mall Mosque in
Kuwait, 2009 by Zaha Hadid
remain unbuilt because of
the lake of accommodate
with prayer behaviour

13. Hierarchies
This is especially a problem
for the beginning student
who, because of lack of
experience, has difficulty
deciding if an idea is a
brilliant concept or an awful
one.

14. Hierarchies
The architect must be able to
make sensitive judgments, by
grapping the subject from the
most important intention to less
one

16. Massage Conceptualizing Problem
(encoding, decoding)
Graphics Media Language

17. Graphics
The problem related to graphics
communication is that it is not a
conventional.
Moreover it depends on the skill
of presenting the concept in a
means of signs and symbols.

18. Conventions in architectural symbols
ARCHITECTURAL SYMBOLS ARE NOT EASY TO UNDERSTOOD FOR NON PROFESSIONAL

21. Media
It is very important to represent the concept in a
clear and effective means that deliver the
signification immediately with out noise.
Hence more effective media is that which can
generate a most precise understanding with no
distortion.
The contemporary tools of generating complete
vision of the project are now more sophisticated
in presentation than the old one

24. The architecture of the jumping
universe by Charles Jencks
announce the argumentative
architecture even within modern
architecture like a jumping into the
universe

25. Language
The more clear and general
language in architectural drafting
mean the rapid massage delivery
with its interpreted meaning, with less
noise and decoding problems

26. Receiver Conceptualizing Problem
LEVEL OF
UNDERSTANDING
COMMON TEST ELITISM

27. Roland Barthes
“The Death of the Author”

28. Level of
Understanding
Different societies understand
architecture in different modes,
and different people in the
society understand differently,
thus the architect should specify
whom he is talking to.

29. Common test
conventional vs
unconventional
architecture

30. A Pattern
Language:
In 1977 Christopher
Alexander publish a book
on architecture, urban
design, and community
liveability.
He and his co authors
tried to put a certain
vocabulary to a pattern
into architecture

31. Elitism

33. Shifting
Paradigm
Between pragmatic, analogy,
iconic and canonic, junior
architects and students try to
relay more on shape
formulation and manipulation
to bring up their concepts

38. Thank you