[Music]
from the vast vastness of the universe
your planets galaxies and other bodies
celestial to the smallest of all
the elements the atom there is a
common denominator movement movement
perpetual a constant flow this
movement tends to be in the form of
spiral and around other bodies the
flow is infinite but it is not without
resistance flow patterns arise
and can be calculated tracked and
studied
we think about all this and we see these
images and we think it ‘s science but
there is also a sense of peace beauty
cold or hot
the concept of infinity can be
overwhelming and for some up
claustrophobic
but above all we are going to concentrate on
this space freedom in calm and in
the beauty
we can bottle these feelings
we can somehow feel that
we are both inside the atom and
out in the universe through
design
this is the tower of shanghai the second
tallest building on the planet
from the first sketches to its
final execution the concept of this
Constant and infinite movement was
in the minds of each of the
members of the design team
without this story we would have
forgotten the reasons why
we take every design decision that
because this life was exposed instead
of hiding because I had certain
curvature certain amount of degrees or
It was broken because the wall was smooth
or was it waiting or if the sunlight came in
through the glass and it was reflected to
certain time of day on the floor each
of these decisions are marked by
this story the tale of the galaxy and the
atom and every aspect of these days
each step can be measured as one that
Holds this narrative
this negative that in turn is forming
a validation system for all
decisions taken
this frame of reference is also
extremely important because we want
users both inside and outside the
building feel those same
feelings of calm beauty and
perpetual motion
when I entered the school of
architecture did not know how the
designs as we think of these
crazy ideas these concepts and in what we
We base to make the decisions
I thought I just had to continue
a style and I understood that the style is
simply an established methodology
and widely accepted for decision
decisions during this process I’m going
to give an example this if we are going to design
under the post modernist style that
It emerged in the decade of the 60 first
the USA and then it faded and it was a
reaction to the simplicity and purity of
the forms of previous modernism
wanting to add a tone let’s put
decorative to spaces but using
classic forms of the Romans and
Greeks as Roman arches pedimentos de
Doric columns in an abstract way
and of course there are many styles that also
they have organizational concepts and
spatial but at the same time what
important was to understand that these
styles made sense within their
own story or better said story and
that this methodology fit within a
given moment
ask me
this is enough to create a
successful project
I felt that I was simply copying
something that someone had already done then
as it emerges in the designs
my friends through stories tales
emotive and relevant evocative cigars
relevant to your audience your client
its user not for the critic of
architecture nor for the article of
marketing for the media
is these stories can be
deeply personal but also
can be very comprehensive is like the
story that I shared with you from the tower
san jaime
I like to be able to understand design and
honestly sell an idea I like
follow a relatively methodology
simple to tackle design stories
number 1
what is the overall quality of the space
it’s a casual space
It is a glamorous space
it is a transitory space
as a permanent space
a surprise awaits us at some point
of our journey in space or
we simply want our user
feel familiar with the space from
the moment he enters
number 2 what emotions we want to evoke
this is a place of inspiration and
slow pace or in a space of
productivity and creativity
snapshot
How about the senses
like the sights the sounds the whole
all the colors the textures begin
simply to mold our emotions
and our experience within the space
we can hear the
conversations and the steps of others
people
I always wonder how is that food
network is such a popular channel of
television when nobody can try the
food that gentlemen are cooking
because it’s not the food it’s the feeling
of eating and everything that surrounds the
feel the full experience and
clearly described in words
last and very important know your
user feels like his user eat what
that he eats already has the idea
but basically what are the
this person’s priorities
during the day what is a typical day in
the user’s life because this space
it is vital for the user
after all this is the reason why
which architects do what
we make the buildings are for the people
let’s take the ego aside and let’s
put ourselves in the shoes of our
user
clear at the end of this process
we end with a list of qualities and
emotions that are forming a narrative
of design this narrative is key to
any design process and I think
firmly that without it and based on
experience the final product
it does not make sense
going back to the example of the tower of
shanghai
when we started working on it
we knew one thing this was going to be the
highest tower in all of China a
powerful symbol of progress where everyone
the users had to feel that
they were living the future where the
imagination had no clear limits
it also had to be very easy to
navigate and very simple in your organization
then come as this example of the
galaxy and the atom were perfect because
they are extremely complex but
simple enough to bring those
qualities to the understanding of
people and evoke an emotion above
of simply a way to sell the
idea
I share my thesis of architecture
from 1996
I knew I wanted to achieve a project that
join two completely different uses
under one roof but under the premise
that the most intriguing spaces
would be those where the two
users would find
I decided to design a funeral home and a bar
for me in my mind was the perfect
union or separation of feelings
of sadness and celebration
then quickly over I put two
stories one in him
distant family of the deceased who came
to tell him his last goodbye and the other was
a regular user of the bar that today
it felt a bit romantic
both were somewhat introverted and
they grew up in a pretty society
conservative then within their
nerves and their frustration decide
get away to smoke a cigarette
they are in this space where there
some stairs that lead to the area
service one of three places
specifically designed for this
meeting
then I started to analyze the possible
emotions of the moment and
consequences of it too and the
space turned out to be an intimate space
but at the same time exposed to the outside
removed from the crowd but not separated
physically there had to be a sense
of protection since we are talking about
about a moment of vulnerability of
both but also uncertainty because
we do not know what will happen next
good the smoke of the cigarette escapes
naturally and the secret is between
they
for them this meeting was pure
chance but we know that
it was coldly calculated
the objective of this anecdote is to want
from my part wanting to open their minds and
create awareness about the environment
built around us that what
our eyes see is not necessarily
what our hearts feel or what
that our senses tell us
that maybe our actions are not
completely our fate they are
influenced by some kind of idea
powerful that manifests itself in our
ambient
look around what space so
beautiful
what will be behind the idea of the balcony
of those columns or those chandeliers
you know maybe yes maybe they do not have
any ideas
Anyway, I think there’s a story
behind every great project be
counted or I do not know that there is
Most importantly be the
Suffering open enough
to perceive the or be what
curious enough to
ask what is there
behind each stone wall many
Thank you
[Applause]
[Music]
from the vast vastness of the universe
your planets galaxies and other bodies
celestial to the smallest of all
the elements the atom there is a
common denominator movement movement
perpetual a constant flow this
movement tends to be in the form of
spiral and around other bodies the
flow is infinite but it is not without
resistance flow patterns arise
and can be calculated tracked and
studied
we think about all this and we see these
images and we think it ‘s science but
there is also a sense of peace beauty
cold or hot
the concept of infinity can be
overwhelming and for some up
claustrophobic
but above all we are going to concentrate on
this space freedom in calm and in
the beauty
we can bottle these feelings
we can somehow feel that
we are both inside the atom and
out in the universe through
design
this is the tower of shanghai the second
tallest building on the planet
from the first sketches to its
final execution the concept of this
Constant and infinite movement was
in the minds of each of the
members of the design team
without this story we would have
forgotten the reasons why
we take every design decision that
because this life was exposed instead
of hiding because I had certain
curvature certain amount of degrees or
It was broken because the wall was smooth
or was it waiting or if the sunlight came in
through the glass and it was reflected to
certain time of day on the floor each
of these decisions are marked by
this story the tale of the galaxy and the
atom and every aspect of these days
each step can be measured as one that
Holds this narrative
this negative that in turn is forming
a validation system for all
decisions taken
this frame of reference is also
extremely important because we want
users both inside and outside the
building feel those same
feelings of calm beauty and
perpetual motion
when I entered the school of
architecture did not know how the
designs as we think of these
crazy ideas these concepts and in what we
We base to make the decisions
I thought I just had to continue
a style and I understood that the style is
simply an established methodology
and widely accepted for decision
decisions during this process I’m going
to give an example this if we are going to design
under the post modernist style that
It emerged in the decade of the 60 first
the USA and then it faded and it was a
reaction to the simplicity and purity of
the forms of previous modernism
wanting to add a tone let’s put
decorative to spaces but using
classic forms of the Romans and
Greeks as Roman arches pedimentos de
Doric columns in an abstract way
and of course there are many styles that also
they have organizational concepts and
spatial but at the same time what
important was to understand that these
styles made sense within their
own story or better said story and
that this methodology fit within a
given moment
ask me
this is enough to create a
successful project
I felt that I was simply copying
something that someone had already done then
as it emerges in the designs
my friends through stories tales
emotive and relevant evocative cigars
relevant to your audience your client
its user not for the critic of
architecture nor for the article of
marketing for the media
is these stories can be
deeply personal but also
can be very comprehensive is like the
story that I shared with you from the tower
san jaime
I like to be able to understand design and
honestly sell an idea I like
follow a relatively methodology
simple to tackle design stories
number 1
what is the overall quality of the space
it’s a casual space
It is a glamorous space
it is a transitory space
as a permanent space
a surprise awaits us at some point
of our journey in space or
we simply want our user
feel familiar with the space from
the moment he enters
number 2 what emotions we want to evoke
this is a place of inspiration and
slow pace or in a space of
productivity and creativity
snapshot
How about the senses
like the sights the sounds the whole
all the colors the textures begin
simply to mold our emotions
and our experience within the space
we can hear the
conversations and the steps of others
people
I always wonder how is that food
network is such a popular channel of
television when nobody can try the
food that gentlemen are cooking
because it’s not the food it’s the feeling
of eating and everything that surrounds the
feel the full experience and
clearly described in words
last and very important know your
user feels like his user eat what
that he eats already has the idea
but basically what are the
this person’s priorities
during the day what is a typical day in
the user’s life because this space
it is vital for the user
after all this is the reason why
which architects do what
we make the buildings are for the people
let’s take the ego aside and let’s
put ourselves in the shoes of our
user
clear at the end of this process
we end with a list of qualities and
emotions that are forming a narrative
of design this narrative is key to
any design process and I think
firmly that without it and based on
experience the final product
it does not make sense
going back to the example of the tower of
shanghai
when we started working on it
we knew one thing this was going to be the
highest tower in all of China a
powerful symbol of progress where everyone
the users had to feel that
they were living the future where the
imagination had no clear limits
it also had to be very easy to
navigate and very simple in your organization
then come as this example of the
galaxy and the atom were perfect because
they are extremely complex but
simple enough to bring those
qualities to the understanding of
people and evoke an emotion above
of simply a way to sell the
idea
I share my thesis of architecture
from 1996
I knew I wanted to achieve a project that
join two completely different uses
under one roof but under the premise
that the most intriguing spaces
would be those where the two
users would find
I decided to design a funeral home and a bar
for me in my mind was the perfect
union or separation of feelings
of sadness and celebration
then quickly over I put two
stories one in him
distant family of the deceased who came
to tell him his last goodbye and the other was
a regular user of the bar that today
it felt a bit romantic
both were somewhat introverted and
they grew up in a pretty society
conservative then within their
nerves and their frustration decide
get away to smoke a cigarette
they are in this space where there
some stairs that lead to the area
service one of three places
specifically designed for this
meeting
then I started to analyze the possible
emotions of the moment and
consequences of it too and the
space turned out to be an intimate space
but at the same time exposed to the outside
removed from the crowd but not separated
physically there had to be a sense
of protection since we are talking about
about a moment of vulnerability of
both but also uncertainty because
we do not know what will happen next
good the smoke of the cigarette escapes
naturally and the secret is between
they
for them this meeting was pure
chance but we know that
it was coldly calculated
the objective of this anecdote is to want
from my part wanting to open their minds and
create awareness about the environment
built around us that what
our eyes see is not necessarily
what our hearts feel or what
that our senses tell us
that maybe our actions are not
completely our fate they are
influenced by some kind of idea
powerful that manifests itself in our
ambient
look around what space so
beautiful
what will be behind the idea of the balcony
of those columns or those chandeliers
you know maybe yes maybe they do not have
any ideas
Anyway, I think there’s a story
behind every great project be
counted or I do not know that there is
Most importantly be the
Suffering open enough
to perceive the or be what
curious enough to
ask what is there
behind each stone wall many
Thank you
[Applause]
[Music]
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