Architects Blend Traditional Architects Blend Traditional Design with New MediaDesign with New Media

Presented By:Presented By:

Medhat K. A. DarwishMedhat K. A. Darwish

By: Richard Buday, AIA By: Richard Buday, AIA

Web Address:Web Address:

http://www.architectureweek.com/2000/0830/tools_1-1.htmlhttp://www.architectureweek.com/2000/0830/tools_1-1.html

Topic Number: 179Topic Number: 179

Date: Date: 30 August 2000 30 August 2000

It's an exciting time for creative service agencies. As thousands of businesses make the jump to the It's an exciting time for creative service agencies. As thousands of businesses make the jump to the "new economy" from the old, computers are changing everything."new economy" from the old, computers are changing everything.

Architecture firms turning to computer graphics are not necessarily changing their focus as much as Architecture firms turning to computer graphics are not necessarily changing their focus as much as getting back to their roots. Computer graphics is architecture in its purest sense. Design, problem getting back to their roots. Computer graphics is architecture in its purest sense. Design, problem solving, and team leadership are what architects are trained for and good at. solving, and team leadership are what architects are trained for and good at.

Archimage created a multimedia theme park interface for Knowledge Adventure's children's education.

Archimage created a multimedia theme park interface for Knowledge Adventure's children's education.

Project Created by IAC Ltd. for Cultural box of funds in Egypt

Virtual projects are no less architecture than a building that was designed on paper or built of chipboard but never Virtual projects are no less architecture than a building that was designed on paper or built of chipboard but never executed in stone and glass. Michael Graves and Frank Gehry designed lots of "virtual" buildings before their "real" executed in stone and glass. Michael Graves and Frank Gehry designed lots of "virtual" buildings before their "real" ones ever got built.ones ever got built.

So it is with every architecture student in school. Built or unbuilt, we are all practicing architecture. So it is with every architecture student in school. Built or unbuilt, we are all practicing architecture.

Archimage, Inc., has been part of this transformation of the traditional creative services market for almost twenty years. Archimage, Inc., has been part of this transformation of the traditional creative services market for almost twenty years. We started as an architectural firm in the early 1980s designing office buildings, churches, and restaurants. As our We started as an architectural firm in the early 1980s designing office buildings, churches, and restaurants. As our computer skills expanded, we added computer graphics imagery, animation, multimedia, and Web site development to computer skills expanded, we added computer graphics imagery, animation, multimedia, and Web site development to our list of services. our list of services.

Our background in architecture and design, combined with our project management skills, matched what our clients Our background in architecture and design, combined with our project management skills, matched what our clients were looking for in a creative firm. were looking for in a creative firm.

Archimage's flight through a virtual castle was part of a Walt Disney Company presentation of the company's history of feature animation.

An electronic brochure for RACO Interior Products, Inc. includes an interactive component for creating customized elevation drawings and performing related structural calculations.

The Houston firm Archimage, Inc. is designing a new administrative office building for Time Warner Communications.

A Web site promoting a Ziff Davis Smart Partner magazine trade show, Smart Solutions, to be held in conjunction with COMDEX 2000.

The multimedia CD accompanying the book, Rendering Real and Imagined Buildings, features a walk through a virtual gallery of unbuilt architecture.

To create and maintain excitement among customers, new-economy companies need a range of design services To create and maintain excitement among customers, new-economy companies need a range of design services spanning various media. In today's highly visual marketplace, there's no telling where interior or graphic design spanning various media. In today's highly visual marketplace, there's no telling where interior or graphic design begins and Web development or animation ends. begins and Web development or animation ends.

As such, we and others like us have found an endless variety of design commission opportunities including CD-As such, we and others like us have found an endless variety of design commission opportunities including CD-ROMs, computer animation, logos and identity graphics, trade-show booths, and multimedia presentations -- in ROMs, computer animation, logos and identity graphics, trade-show booths, and multimedia presentations -- in addition to traditional buildings and interior design. addition to traditional buildings and interior design.

There's a good deal of precedence here. Charles Eames designed far more short films, furniture, magazine covers, There's a good deal of precedence here. Charles Eames designed far more short films, furniture, magazine covers, and exhibits than buildings. Yet he was practicing as an architect in every commission he undertook. So was Ludwig and exhibits than buildings. Yet he was practicing as an architect in every commission he undertook. So was Ludwig Mies van der Rohe when he designed furniture. So were Le Corbusier while painting and Michelangelo when Mies van der Rohe when he designed furniture. So were Le Corbusier while painting and Michelangelo when sculpting. For all of them, architecture was the Mother Art. sculpting. For all of them, architecture was the Mother Art.

Over the years, we have designed buildings for Over the years, we have designed buildings for Time Warner CommunicationsTime Warner Communications, office interiors for Compaq Computer , office interiors for Compaq Computer Corporation, computer animations for The Walt Disney Company and Nintendo, and computer game graphics for Corporation, computer animations for The Walt Disney Company and Nintendo, and computer game graphics for Knowledge Adventure. More recently, we have been developing Web sites for companies such as CompuBank, GE Knowledge Adventure. More recently, we have been developing Web sites for companies such as CompuBank, GE Financial Networks, Ziff-Davis Publications, and eCitySuites. Financial Networks, Ziff-Davis Publications, and eCitySuites.

Interior created by Archicad 8.0 of a schoolReception.

Flyer created by Corel Draw 8.0 of a school

Architects, however, may be best positioned to exploit the new opportunities in visual design. We are trained in school Architects, however, may be best positioned to exploit the new opportunities in visual design. We are trained in school as visual problem solvers, and we hone that training in practice. That's why many of the world's best photographers, as visual problem solvers, and we hone that training in practice. That's why many of the world's best photographers, industrial designers, furniture designers, automobile designers, and graphic designers have architecture degrees. industrial designers, furniture designers, automobile designers, and graphic designers have architecture degrees.

But no matter what their background, creative shops for the new economy have many similar traits. To maintain their But no matter what their background, creative shops for the new economy have many similar traits. To maintain their competitive advantage, a creative agency of the new economy must: competitive advantage, a creative agency of the new economy must:

-excel at instant turnaround without compromising accuracy and quality -excel at instant turnaround without compromising accuracy and quality -create results that are visually attractive and compelling -create results that are visually attractive and compelling -appeal to an audience as diverse as the Web itself -appeal to an audience as diverse as the Web itself -be able to make a splash with analysts and investors as well as customers and the media -be able to make a splash with analysts and investors as well as customers and the media -work well with interdisciplinary teams of writers, interior designers, event planners, graphic artists, account staff, and -work well with interdisciplinary teams of writers, interior designers, event planners, graphic artists, account staff, and many others many others -integrate the many visual, audio, and print media, and even different computer platforms -integrate the many visual, audio, and print media, and even different computer platforms -blend Web sites, intranets, print collateral, trade show visuals, media materials, online and broadcast advertising, -blend Web sites, intranets, print collateral, trade show visuals, media materials, online and broadcast advertising, special event design, and building design special event design, and building design -have a vision for the next business evolution, understanding how to build a brand across a wide range of media. -have a vision for the next business evolution, understanding how to build a brand across a wide range of media.

This means more than just designing logos, developing Web sites, or creating workplace environments. It is building a This means more than just designing logos, developing Web sites, or creating workplace environments. It is building a comprehensive and meaningful visual identity that will grow with the company; critical ingredients in the "new economy." comprehensive and meaningful visual identity that will grow with the company; critical ingredients in the "new economy."

The primary qualifications are a desire to expand one's scope of services and the talent to get there. Learning to use The primary qualifications are a desire to expand one's scope of services and the talent to get there. Learning to use new media tools isn't difficult, though it does take patience. Computers are and always will be frustrating. However, to new media tools isn't difficult, though it does take patience. Computers are and always will be frustrating. However, to those complaining of design software's "poor user interfaces," I say, don't let it stop you. Michelangelo's user interface those complaining of design software's "poor user interfaces," I say, don't let it stop you. Michelangelo's user interface was a hammer and chisel. Didn't seem to bother him.was a hammer and chisel. Didn't seem to bother him.

Richard Buday, AIA, is an architect, educator, writer, filmmaker, and founder of Archimage, Inc. He has taught at the University of Houston College of Architecture and the Mackintosh School of the Glasgow School of Art in Scotland. He has coauthored the AIA's CAD Layer Guidelines, and received more than thirty international awards for architectural computer graphics.