COURSE DESCRIPTION

Brandscaping and digital production in architecture prof. Giuseppe Ridolfi

FALL 2011

iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management

Syllabus | Brandscaping and digital production in architecture | prof. Giuseppe Ridolfi

iCAD International Course on Architectural Design Building and environmental design Lab |Architectural management prof. arch. Giuseppe Ridolfi Phd Email giusepperidolfi@gmail.com Phone: 3357066597

FALL 2011 / 8 CFU

Class Location: room 06, S. Teresa, via della mattonaia 14 Class Hours: Tu/Th 14:45-18:45 Office Location: room 27, Palazzo Vegni, via s.niccolò 89/a Office Hours: Tu/Th 10:15-12:15

TITLE

Brandscaping and digital production in architecture

Course description The course is based on occupational activities focused on the product scope and concept design phases of the architectural construction process. Aims of the course is to develop knowledge and skills useful to conceive and manage architectural artifacts consistent with the digital computing system of industrial manufacturing and mass media consumption that are the most significant aspects of the contemporary western environment. Management processes and marketing strategies, will be the focus of teaching as fundamental elements of architectural design and as keys of a profession that is increasingly becoming advanced tertiary service, rather than work of traditional craft. Topic of the course will be: • nature and factors of competitiveness of the architectural profession in the contemporary society of communication, globalization and large corporations • brandscaping as the emerging trend of marketing and its effect on architecture • media buildings and augmented reality as responses of architecture to the needs of “the society of communication” • digital technologies and their effects in reconfiguring relationships between the key players of the building process and manufacturing systems as seen in building information management and modeling, parametric design, rapid prototyping, and numerically controlled production • non-traditional practices and forms of conceptualization and communication of architectural projects • advanced building technologies and new materials for architecture Course Objectives At the end of the course it’s expected that the student will be able to: • be familiar with the contemporary discourse on art and architecture as a sociopolitical practice and a cultured language • formulate appropriate conceptual statements of his/her own work • identify the target and the technical, economic and procedural requirements for the implementation of the architectural project • be aware of the advanced technologies and new materials suitable for architectural use • use consistent communication strategies with the promotion of his/her own work. iCAD International Course on Architectural Design | Building and environmental design Lab |Architectural management | FALL 2011 / 8 CFU

Syllabus | Brandscaping and digital production in architecture | prof. Giuseppe Ridolfi

Teaching methods and learning activities specification The course is mainly based on occupational activities and attentive to the cultivation of the students’ specific skills and the development of approaches for collective working. The course includes: the use of personal scrapbook (taccuino) to gather ideas, suggestions and to document the learning process of each student; team-working practice and collective reviews; knowledge database sharing produced by the “concurrent” cooperation of teacher and students. The educational goals would be achieved through in-class activities, home assignments, field trips concerning lectures and discussions group, case study analysis, design activities, class presentations and group reviews.

Lectures and discussion groups include teacher’s slide presentation, selected readings and writing dissertations on issues of contemporary architecture, new construction technologies and cross areas such as: theory of consumption, semiology of communication and visual arts, brandscaping and design promotion, process engineering and project management, digital manufacturing, building information management, and rapid prototyping.

Analysis of case studies consists of research carried out by students of meaningful examples of temporary architectures, advanced building technologies, projects related to brandscape.

Design activities include intermediary assignments to build up specific skills in design communication and a final project focusing on the development of a concept of a temporary architecture in order to promote a brand that will be articulated in the following phases: • selection of the brand and specification of the corporate identity • targeting and concept specification of the architectural proposal • schematic design for the manufacturing, transporting, assembling and disassembling of its elements • communication of the project

Grade evaluation The learning assessment will be weighted as follows: 20% attendance and partecipation in group discussions and collective reviews 20% intermediary assigments 20% taccuino 40% final project Keep in mind that this is an occupational course, and attendance is important. Four absences will result in the loss of all credits.

Academic integrity and honesty The course fights plagiarism and dishonesty. Cheating, appropriation of materials from other authors without crediting them and re-using researches or projects done in previous course without appropriate authorization is a violation of the University’s Code of Academic Integrity. Penalties for such violations can result in loss of credit, to fail the course and, in severe cases, to incur legal actions.

Bibliography and resources Reading materials for discussion groups, tutorials to assist assignments and other resources will be supplied during the class. The course provides the following dedicated web spaces:

iCAD International Course on Architectural Design | Building and environmental design Lab |Architectural management | FALL 2011 / 8 CFU

Syllabus | Brandscaping and digital production in architecture | prof. Giuseppe Ridolfi

BR/AND/ARCHITECTURE http://issuu.com/groups/icadbrandscaping where students can access class activities specifications, selected readings, learning resources , and tutorials (download .pdf format) • Course syllabus

GROUP’s Taccuino http://issuu.com/groups/brandscape2012 where students are required to archive and share .pdf files of their works and researches, participate in discussions and group review, receive and exchange information. (download .pdf format)

BR/AND/ARCHITECTUREonvideo http://www.youtube.com/user/artichoc#g/c/8BFBA7BCF4098558 where students can access video contents

iCAD International Course on Architectural Design | Building and environmental design Lab |Architectural management | FALL 2011 / 8 CFU

Syllabus | Brandscaping and digital production in architecture | prof. Giuseppe Ridolfi

lezioni primo semestre (26/9/2011-16/12/2011) esami, con sospensione delle lezioni

Facoltà di Architettura

!Sess. !Sess. !Sess. !Sess.

Calendario didattico

a.a.

lezioni secondo semestre (27/2/2012-1/6/2012)

2011/12

esami e tesi, con sospensione delle lezioni autunnale (10/11) 1/9/2011 - 23/9/2011 I e II appello. (*) invernale (10/11 e primo sem. 11/12) 9/1/2012 - 24/2/2012 I, II, (ed eventuale III) appello (*) straordinaria (10/11 e primo sem. 11/12) 2/4/2012-4/4/2012 e 11/4/2012-13/4/2012 (app. unico per stud. lavoratori e f.c.) estiva (11/12) 4/6/2012 - 20/7/2012 I, II, (ed eventuale III) appello (*)

(*) N.B. Nella sessione autunnale (settembre) i due appelli di ogni singolo esame devono essere distanziati di almeno 14 giorni (R.D.A. Art. 19). Nelle sessioni invernale (gennaio/febbraio) ed estiva (giugno/luglio) i due appelli devono essere distanziati di 21 giorni, a meno che non sia previsto un terzo appello, in tal caso sono sufficienti 14 giorni.

tesi, con sospensione delle lezioni (in concomitanza con gli esami).

Corsi di Laurea:

!SETTEMBRE 2011 (sess. autunnale a.a. 2010/11 !DICEMBRE 2011 (sess. straordinaria 1 a.a. 2010/11) !FEBBRAIO 2012 (sess. straordinaria 2 a.a 2010/11) !APRILE 2012 (sess. straordinaria 3 a.a. 2010/11) !LUGLIO 2012 (sess. estiva a.a. 2011/12)

-Disegno industriale [L-4, B038] -Pianificazione della città, del territorio e del paesaggio [L-21, B016] -Scienze dell’architettura [L-17, B008]

Corsi di Laurea Magistrale:

19/09/11-23/09/11 19/12/11-21/12/11 13/02/12-17/02/12 02/04/12-04/04/12 e 11/04/12-13/04/12 09/07/12-13/07/12

-Architettura [LM-4, B076] -Design [LM-12, B052] -Pianificazione e progettazione della città e del territorio [LM-48, B082/B190] I periodi di iscrizione alle tesi e tutte le informazioni necessarie si trovano nell’allegato al Calendario didattico (in: www.arch.unifi.it).

Le istruzioni e la modulistica delle tesi si trovano nei relativi siti di Corso di Laurea/Laurea Magistrale.

-Architettura del paesaggio [LM-3/LM-69, B067]

Esami di stato 23/11/2011 (lauree magistrali)

Corso di Laurea Magistrale a ciclo unico, quinquennale: -Architettura [LM-4 c.u., B117]

Settembre 11 lunedì martedì mercoledì giovedì venerdì sabato domenica lunedì martedì mercoledì giovedì venerdì sabato domenica

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18 Marzo

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

30/11/2011 (lauree triennali)

Workshops, viaggi di studio ecc. non devono essere effettuati durante le lezioni.

Ottobre 11

Novembre 11

19 20 21 22 23 24 25 11

26 27 28 29 30 1 2

3 4 5 6 7 8 9

10 17 24 11 18 25 12 19 26 13 20 27 14 21 28 15 22 29 16 23 30 Aprile 12

31 1 2 3 4 5 6

7 8 9 10 11 12 13

19 20 21 22 23 24 25

26 27 28 29 30 31 1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

30 1 2 3 4 5 6

7 8 9 10 11 12 13

16 17 18 19 20 21 22

23 24 25 26 27 28 29

14 21 15 22 16 23 17 24 18 25 19 26 20 27 Maggio 12 14 15 16 17 18 19 20

21 22 23 24 25 26 27

Dicembre 11 28 29 30 1 2 3 4

5 6 7 8 9 10 11

28 29 30 31 1 2 3

4 5 6 7 8 9 10

12 19 13 20 14 21 15 22 16 23 17 24 18 25 Giugno 12 11 12 13 14 15 16 17

18 19 20 21 22 23 24

Gennaio 12

Febbraio 12

26 27 28 29 30 31 1

2 3 4 5 6 7 8

9 16 23 10 17 24 11 18 25 12 19 26 13 20 27 14 21 28 15 22 29 Luglio 12

30 31 1 2 3 4 5

6 7 8 9 10 11 12

25 26 27 28 29 30 1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

30 31 1 2 3 4 5

6 7 8 9 10 11 12

16 17 18 19 20 21 22

23 24 25 26 27 28 29

13 20 27 14 21 28 15 22 29 16 23 17 24 18 25 19 26 Agosto 12 13 14 15 16 17 18 19

20 21 22 23 24 25 26

27 28 29 30 31

iCAD International Course on Architectural Design | Building and environmental design Lab |Architectural management | FALL 2011 / 8 CFU