Architecture MA | Research Lab 3 (History & Theory)
Santiago Rizo Zambrano
From Representation to Simulation: The Role of Virtual Reality in the Promotion of Architecture The dissertation investigates how virtual reality changes the way digital content is perceived by means of features such as interaction, immersion and motion. Currently, digitally-created content dominates the field of architectural representations, and the shift from representation to simulation poses a challenge to the use of new media. Therefore, the thesis project sets out to explore possible applications of the re-emerged field of virtual reality in the promotion of architecture. Promotion is understood here as a twofold action: pushing forward a project with a financial aim, a process that is closely related to the architect’s ‘salesmanship’; but also, being an advocate of ideas which aim to generate public awareness about not only a project but the profession as a whole. A thorough analysis of virtual reality showed that spatial simulations provide a new degree of accessibility to representations that aim to depict
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architectural space. However, this comes with an important limitation regarding what can be conveyed through them, given that an experience in virtual reality is very subjective. By considering other fields, the research revealed the use of narrative structures as a key element to create a balance between the freedom of exploration and the information received by the user. A case study approach was used to analyse the applications of virtual reality to the promotion of architecture. Due to the aforementioned limitations, virtual reality did not appear to improve the architect’s presentation skills, and even challenged the architect’s role as a relevant agent in the process of representation. Conversely, the medium did prove its ability to establish innovative debates about architecture, and to promote accessible discussions regarding the role of the profession in current societies.