SlideShare a Scribd company logo
STRUCTUREDoing it right, and how you’d know
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
DESIGN IS THE
RENDERING
OF INTENT
Jared Spool
Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”
1989
$111,000,000
Steelcase Corporate Development Center in Gaines Township, Michigan
2015
$2,800,000
Photo by Dan Klyn
With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009
Howard Miller Clock Company Headquarters, Zeeland Michigan
Photo by Dan Klyn
Howard Miller Clock Company Headquarters, Zeeland Michigan
Photo by Dan Klyn
Howard Miller Clock Company Headquarters, Zeeland Michigan
Photo by Dan Klyn
Howard Miller Clock Company Headquarters, Zeeland Michigan
Christian Norberg-Shulz
PLACES
REPRESENT
ARCHITECTURE’S
SHARE IN
TRUTH
Basilica San Petronio, Bologna
Photo by Dan Klyn
1388
“ There needs to be
a place… one place.
One complete thought
around music… “
Trent Reznor
A PLACE
MADE OF
INFORMATION
Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul
1955
“Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons
1963
“Sleeper” by Woody Allen © United Artists 1973A scene from the film “Sleeper” by Woody Allen © United Artists 1973
1963
“Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr
I WANTED THE SHAPE OF IT
TO SING AN UNENCUMBERED SONG
1962
1962
West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen
ALWAYS DESIGN A THING
BY CONSIDERING IT
IN ITS NEXT LARGER CONTEXT
Eliel Saaranen
Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen
1962
https://flic.kr/p/awoXAa https://flic.kr/p/awoXAa
19631962
WHAT IS
GOOD
STRUCTURE?
1424
Photo by Dan Klyn
TACTICS
Photo by Dan Klyn
STRATEGY
Richard Saul Wurman Photograph by Melissa Mahoney
THERE IS NO
RIGHT WAY
Richard Saul Wurman
Richard Saul Wurman Photograph by Melissa Mahoney
Richard Saul Wurman
1894
Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.
1899
Horsey Horseless, early American-made automobile. Illustration from TIME magazine online,
http://content.time.com/time/specials/2007/article/0,28804,1658545_1657686,00.html
1930
St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn
33TOWARD GOOD
STRUCTURE
MAPPED
INTENTIONSAn “Elephant Path” from the back cover of Jan-Dirk van der Burg’s book Olifantenpaadjes
http://www.amazon.com/Desire-Lines-Olifantenpaadjes-Jan-Dirk-Burg/dp/908176070X
11
MAPPED INTENTIONS
Desire Lines in Detriot by Sweet Juniper
http://www.sweet-juniper.com/2009/06/streets-with-no-name.html
Alfred Korzybski
THE MAP IS NOT THE TERRITORY,
BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE
WHICH ACCOUNTS FOR ITS USEFULNESS
BUSINESS REQUIREMENTSDOCUMENT
PERFORMANCE CONTINUUM
Service Acquire
EITHER / OR
YET
Acquire Service
Optimize Innovate
Now Future
Engagement Conversion
Service
TRUTH
INTENTION
Service Acquire
INTENT
STRUCTURE
Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin
1971
Richard Saul Wurman
THE CLASSIC,
PERVASIVE
SEDUCTIONTO
DESIGNERS HAS BEEN
TO FIND A SOLUTION
INSTEAD OF THE
TRUTH
http://99percentinvisible.org/episode/u-t-b-a-p-h/
MAPPED INTENTIONS
Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn
ARRANGE FOR
MEANING
22
1989
From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman
1989
From the first edition of Information Anxiety, by Richard Saul Wurman
CHANGE IN ARRANGEMENT
CHANGE IN MEANING
A captivating experience.
News bringsthe beautiful editorial layouts
and typographyof print to the screen. Enjoy
interactive and engaging stories, rich with
photo galleries, videos, and animation.
Content is optimized for both iPhone and
iPad, so you’ll have a great reading
experience no matter which device you’re
using.
CHANGED ARRANGEMENT =
CHANGED EXPERIENCE
“The Structural Integrity of Meaning Across Contexts”
- Jorge Arango
1972
Analysis of all of the words on advertising billboard signs along the Las Vegas “strip” in 1969, in Learning From Las Vegas ,
Venturi, Scott Brown and Izenour, Published by MIT Press, Cambridge
STRUCTURE
INTENT
MEANING
DUMB
MODELS
Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander
33
RHETORICAL > PICTORIAL
shopping shopping
quoting
rentals
quoting
requesting
customrentals
us
us
custom
CONCEPTUAL MODELS
1972
From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972
APPROACH METAPHOR
1959
Michigan State Medical Society Building -- Minoru Yamasaki 1959
Photo by Dan Klyn
1959
Drawing of Michigan State Medical Society Building -- Minoru Yamasaki 1959 by Michael Nÿkamp
http://mkn-design.com
DUCK
Integral Ornament Innovative Revolutionary Original Pretty All Around
Advanced Technology Looks Expensive “Interesting” Heroic
DUCK-LIKE MODEL
• Depends on Clarity
• Amplifies Meaning
• Can Become a Joke When Shrunk
1972
From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972
1950*
Photograph by Bruce Walker FAIA, * precise date of project is unknown.
Applied Ornament
Evocative
Evolutionary
Ordinary
Conventional
Pretty In Front
Inconsistent
Looks Cheap
“Boring”
Expedient
DECORATED SHED
DECORATED SHED –LIKE MODEL
• Less Risky Duck
• Increased Dependence on Context
• Increased Dependence on
Excellence in Implementation
and Maintenance
150X/DAY
40HRS/MO
Photo by David Peter Simon
TENT
MEANING
STRUCTURE
MAP
ARRANGE
MODEL
Desk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA.
Photo by Dan Klyn
CLEAR
( be dumb )
WHOLE
not things, patterns
not objects, ecosystems.
Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320
THANK
@undrstndng
http://understandinggroup.com

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Opening Keynote, Italian IA Summit 2015 - Bologna, Italy