4. Architecture of the future = architecure as possible
Who are we? To those do we want to go and why?
Start from the aim, the dream, not from materials or tools, and work on it going through a planning
comunication and a planning design
The analysis of feedbacks on previous experiences on which to identify positive and negative is the first
action when we start a new project.
The Project produces many EVENTS from concept to completion of the final goal and objects are only one
aspect of events
The DESIGN process part by strategic action, triggered by feedback, which should be developed in a rational
and communicable way (through the study of signs and their relation with the design) in order that
everything in the project makes sense, one meaning (the one you wanted), and that all images created from,
connect to the desire, to the image of the project from begininnig to end.
6. Colour and texture
• Reletionship between colour and visual elements and display
• The common associations with and reactions to various colours (warm and cool
families)
• The relationship between colours
• How neutral colours are bet used in store design
• The relationship between texture/material and colour
7. Line and composition
• The three major types of lines used in display : vertical, horizontal and curve
• Composition
• How dominance can be achieved in a visual presentation
8. Light and lighting
• The relation between colour and light
• Techniques for lighting
9. Interiors
• The “focal point” and how to use it
• The use of counters and display cases for merchandising presentations
• How structure colums can be used for interior display
• Traffic areas
10. Familiar symbols
• Attention – getting devices
• Appropriate settings and display themes
• Holiday and store events
• Sources of props for visual display
