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F or agener a t i on, L ea r ni ngF r omL a sVega sbyDeni s eS c ot tBr own, Rober t Vent ur i a nd S t ev enI z enoura dmoni s hedt her ol eofa r c hi t ec t si nc ont r ol l i ngt hec ons t r uc t i onof v i s ua l env i r onmenta nda c c eptt hegl i t zof bi l l boa r dsa nds i gna gedes i gnont hes t r i p. T hei r wor ke x a mi nes a k i nd of a r c hi t ec t ur ei n whi c ht e x t ua la nd v i s ua l c ommuni c a t i ons i t ua t edi ns pa c e-ors i gna ge-denest hei dent i t yoft hebui l di ngi n pa r t i c ul a ra nd t hec i t yi n gener a l .S i gna gea nd bi l l boa r dsa t t a c hed t oe x i s t i ng s t r uc t ur espa r a s i t i c a l l ya nda sar es ul tbol dl ys ubv er tt hei rf r a mewor k . I f T i mesS qua r e i sa ne x t r emee x a mpl eoft hi sc ondi t i on, OneT i mesS qua r ei st heul t i ma t es y mbol of t hi spl a c e .


Ov e r whe l mi ngAmount of Bi l l boar ds i nT i me sS quar e


Howev er ,t hes epa r a s i t i c a lbi l l boa r dsa r ebec omi ngobs ol et ea ndi r r el ev a nta s a dv er t i s ement sa r ebei ngc ur a t edf orper s ona l dev i c ess uc ha sc el l phones , PCs a ndwha t not s .I ti st hepos t huma na r c hi t ec t ur et ha twea r eent er i ng.I nt he di gi t a l a ge , ourbodywi l l nol ongerbet hedomi na ntmea s ur eofs pa c e , a ndwe wi l ls eeours ur r oundi ngsnott hr ought hena k edey es ,butal a y erofdi gi t a l i nf or ma t i onembeddeda ndv i s ua l i z edbyt ec hnol ogi es . edr ea l i t yi sal i v edi r ec tori ndi r ec tv i ew ofaphy s i c a l ,r ea lwor l d Augment env i r onmentwhos eel ement sa r ea ugment edbyc omput er gener a t eds ens or y gr a phi c si nput .Augment a t i on i si nr ea lt i mea nd i ns ema t i cc ont e x twi t h env i r onment a lel ement s .Bui l di ngsa ndc i t ywi l lbeper c ei v edt hr oughc a mer a l ens ,s ens or ,ors c a nner .T heyi dent i f yas c eneora nobj ec tbys ea r c hi ngf or pr edenedr el a t i ons hi ps ,pa t t er nsorgeomet r i es .I nt hi sc ont e x t ,weneedt o s t a r ti ma gi ni ngnewdes i gnt ha ti sunder s t a nda bl ebybot hhuma na ndma c hi ne .


Conv ent i ona l a dv er t i s ement sa r ebec omi ngobs ol et e . Adv er t i s er sa r el ook i nga t Augment ed Rea l i t y( AR)a spa r tofa ma r k et i ng dr i v ei n or dert oa t t r a c t c us t omer s .T hi sr equi r es a ni ndept hk nowl edge a bout t hei ri nt ended c us t omer s ; whot heya r e , wha tt heyneeda ndwhyt heyneedi t . Under s t a ndi ng t hei rha bi t sa ndba c k gr oundsi nor dert oper s ona l i z ea dsa c c or di ngl yt ot hei r l i f es t y l esa r et het r i gger sf orbuy i ng.ARa dv er t i s ementes t a bl i s hesadeeper c onnec t i onwi t hc ons umer sbyc ur a t i ngdi er entwor l dsf orea c hARus er s . Adv er t i s er sc a nper s ona l i z ea ds , s owha tea c hus ers eesi ddi er entdependi ng ont hei rpr ol e . T hi sc oul dgi v er i s et ohi ghl yr el ev a nt , t a r get edc a mpa i gnswhi c h ha v ehugeenga gement , bec a us enotonl ya r et heyuni quea ndmemor a bl e , but t heywoul da ppea l t owha tt heus er a c t ua l l ywa nt st os ee . T hi sc oul dbewher eAR r ea l l yi n uenc est hef ut ur eofa dv er t i s i ng.


T he25s t or yOneT i mesS qua r e ’ shi s t or yc a n bet r a c ed ba c kf r om i t s r s t c ons t r uc t i oni n1904. OneT i mesS qua r ewa sbui l tt os er v ea st hehea dqua r t erof T heNewY or kT i mes , whi c hl a t ermov edt oa not herl oc a t i on. T heor i gi na l f a ç a de wa sc ha r a c t er i z ed wi t hI t a l i a nRena i s s a nc e el ement s ,f a c ed i nl i mes t one , t er r a c ot t aa ndbr i c k s . I twa sa r c hi t ec t ur a l l ymut i l a t edi n1964a f t erbei ngs ol dt o ac or por a t i on.T he bui l di ng under wentaf a c el i f t ,wha tHux t a bl ec a l l ed“ a nos t y l es k i nofl a v a t or ywhi t ema r bl ewi t ht hel ookofc utc a r dboa r ds . ” T hes t eel s t r uc t ur er ema i ns ; y etev ers i nc et hen, i ti st hebi l l boa r dst ha tha v eens ur edt he bui l di ng’ s endur i ngi c oni cs t a t us a st hes y mbol i cf oc usofT i mesS qua r e .A c ent erofunr es t r a i nedc ommer c i a l i s m, i tr epr es ent st hes y mbol i cenv i r onment of T i mesS qua r e , phy s i c a l l y . T oquot eHux t a bl e: “ I tc oul dpr oba bl ybema deofma r z i pa na ndi twoul dn’ tma t t er . T heoddl i t t l e i c oni suni v er s a l l yk nownbyt hei l l umi na t eds i gns . ”

OneT i me sS quar e ’ st r ans f or mat i on t hr ought hey e ar s


OneT i mesS qua r egener a t esmor er ev enuea sac ol l ec t i onofa dv er t i s ement s t ha ni twoul df ul loft ena nt s . T hev a l ueoft hebui l di ngenv el opee x c eedst he v a l ueof oora r ea , a si ti sas i t ehos t i ngbi l l boa r dsi ndi er ents i z es , ma k i ngt he s pa c ebehi ndundes i r a bl eorev eni nha bi t a bl e .T hea v er a ger a t eofbi l l boa r d s pa c ei nT i mesS qua r ei sa l mos tt hr eet i mesmor ee x pens i v et ha nt hea v er a ge r a t eof oďŹƒc es pa c ei nMa nha t t a n. Wha twoul dha ppeni f t hephy s i c a l e x i s t enc eof t hes ebi l l boa r dsc a nbet a k enoutoft hi sequa t i on?


I nt er m ofa r c hi t ec t ur a lv a l ues ,ARt ot a l l yt r a ns f or mst her el a t i ons hi pbet ween bui l di ngsa nd s i gna ge ,a st he s i gnsa nd bi l l boa r ds ’phy s i c a le x i s t enc ei s t r a ns l a t edi nadi gi t a l r ea l m, i mpl ement edt hr ougha na r c hi t ec t ur a l i nt er f a c ea nd a l l owi ngf orar edeni t i onoft hea r c hi t ec t ur a l s pa c eonc el ef tobs c ur edbehi nd t hem. T he bui l di ng f a c a de bec omes a na r c hi t ec t ur a li nt er f a c e wher e a ugment edi nf or ma t i oni spl a c edon. T hi sout mos tl a y erc a nc ommuni c a t ewi t h dev i c eswi t houtov er s ha dowi ngt hes pa c ebehi nd,whi c hwi l lbeonc ea ga i n oc c upi a bl e .I nt hi swa yOneT i mesS qua r ewi l lbeut i l i z edonc ea ga i nbyi t s s ur f a c ea ndv ol ume , a ndi twi l l t r a ns f or mi t sr el a t i ons hi pt ot hes i t eopeni ngup i t si nt er i ors pa c est hr oughaper mea bl e , a c t i v ef a ç a de .


Thi spr oj ec tc hal l engest he obs ol et ee x i s t enc e ofs i gnage and bi l l boar dsand s eekst oe x pl or e how augment ed r eal i t y( AR) adver t i s ement sc hange t he r el at i ons hi p bet ween s i gnage and bui l di ngs .


T hedev i c eunder s t a ndsageomet r yorpa t t er nofa ni nt er f a c es i mi l a r l yt ohowi t doesaQRc ode . AQRc odec ont a i nsauni quepa t t er nwi t hs t r ongc ont r a s twi t h t heba c k gr ound. T hemor ec ont r a s tt heea s i eri ti sf ort hedev i c et o“ r ea d� .


T hes a mer ul esa ppl yf orARt ec hnol ogy . T hes k i nbec omesa3Da r c hi t ec t ur a l i nt er f a c et ha tc a nber ea dbyt hedev i c et hr oughc ont r a s tpr oduc edbys ha dows a nd s ha r p edges .T he ARc ompa t i bl es k i n embodi esel ement st ha tc r ea t e di er entl ev el sofc ont r a s tont hef a ç a de . Wher et hes ha dow i sc a s t edwoul d gener a t eanumberoft r a c k i ngpoi nt s .T hedeepert hes ha dow i s ,t hehi gher c ont r a s ti sc r ea t ed, t hemor epopul a t edt hes et r a c k i ngpoi nt sa r e .


Ir s ts t a r t edt oa na l y z et hev i s i bi l i t yof t hebui l di ngor i gi na l f a ç a debyt a k i ngone v a nt a gepoi ntf or m ea c hs ur r oundi ngbl oc k . Vi ew r a y sa r epr oj ec t edf r om t he v a nt a gepoi nta ndhi tt hef a ç a de , c r ea t i ngahea tma pi ndi c a t i ngl ev el sofmos t v i s i bl et ol ea s tv i s i bl ea r ea sf r om apedes t r i a n’ sey el ev el .


T henews k i ndes i gni sder i v edf r om t hi shea tma p. I ti ss ubdi v i dedi nt os ma l l er c el l s ,ea c hwi t ha nopeni ngi ndi ffer ents i z es . T hes k i ni st hi c k enedt oc r ea t ea c ont r a s twi t ht her ec ededgl a z i nga l ongt heopeni ngs . T hec el l sa r er eor ga ni z ed f r om s ma l l t ol a r gei ns i z ea c c or di ngl yt ot hei rhei ghtf r om t hepedes t r i a n’ sey e l ev el . T heya r et hene x t r udeda ndr es ha pedi nt os ha r pedgedc el l st ha tf a c i l i t a t e t hedev i c e ’ sf or mr ec ogni t i on.E a c hc el li snotonl yaf a ç a deel ement ,buta n a r c hi t ec t ur a l i nt er f a c ewher ea ugment eda dsa r epr oj ec t edonupondet ec t i on.


Profile for Trang Tran

2017 Thesis Booklet  

2017 Thesis Booklet  

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