In practice, being an architect means designing for a particular client. Architects receive the basic requirements and expectations and design accordingly. The problem every architect must face is contradiction of opinions which leads to delayed progress for a particular project. The source of contradiction is our individuality, or identity. An innate quality every human possesses. We think different. As humans, we approach and solve problems differently. when a task involves more than one individual, such as architectural projects, a compromise must be made between the different parties. there must be a conversation.
Le Corbusier, a brutalist architect from the post-war era called Modernism suggests that systematic efficiency of machines should be applied to humans. He claimed that people are like machines, we have the same requirements for living, and designed for pure functionality, treating people as machine substitutes. Looking back at Le Corbusier, I often wonder who he is actually designing for? Everyone? for himself? or any one at all? Architecture in post-war era (most likely effected by shortages) would often be like a termite infested log cabin where the architecture is a log cabin and us as termites : merely infesting it. The log cabin, however, is not intended for the termites. There is no sense of belonging, nor any indication of identity and reflection of humanity. What exactly are we designing for? Are we designing for the building? Or is the building designed for us. While some argue that the functionality and efficiency of machines are the closest we can reach for perfection, they often forget that we, as humans, are not perfect. Being said, perfect buildings, aren't perfect for us.
In the late 20th century, architecture began actually designing for humans. Eero Sarinen and his WGA airport suggests that the space does not only need to accomodate functionality, but the experience of the user as well. his wings like structure imitated the motion of flight leaving the users who came for its function a long lasting impression of the airport. Its no longer about function anymore ( thankfully), Architecture began reflecting the behavior of the users and design accordingly.
A successful example is Rem Koolhas (OMA). he began giving life to building by evoking moods and senses of the users. His buildings are made tailored-fit to the user groups. a "perfect" fit for the user groups.
Linking back in to our studio project as of the current. a Flagship store should not solely focus on the functional aspect - selling products, but rather delivering a message, evoking the sensual experience of space, reaching out to the customers in a not-so-literal-way. A flagship space should not only talking of itself. How interesting is it talking to a someone who deliberately brags about his/herself without minding the reaction or expecting a response. To create an effective flagship store, the brand must take into account the user groups and reflect upon the feedback, in this case, the brand image. The perfect space is a compromise between brand identity and brand image. The flagship talks to its users an at the same time acknowledging what the users is talking about them. Analogous to a conversation : it is most enjoyable when the stories are exchanged and responded to.
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