Archive | October, 2011

Advertising vs Branding

30 Oct

The role of branding is truly a fundamental part of marketing strategies parallel to the advertising procedures. Recently, the increased rate of using particular architectural projects as the background of different products advertisement could be observed. Accordingly, architecture becomes a prominent source for advertising strategies. The architectural projects designed by architects such as Frank Gehry are the most common selected designs which is due to the extraordinary style of his design as a part of deconstruction.

This is because architecture can simply reflect the sense of modernity and style. Through this observation, we can claim that architecture can play a psychological role towards selling the branded products to the consumers.

The role of creativity is predominantly essential for successful advertising…

This creativity could be in line with any agenda such as sustainability and green design…


15 Oct




Distinguished Architect Frank Gehry discusses on the critical issue of originality in architecture. It is always vital to design the way you perceive the world, think based on your aspirations and incorporate your conceptual thinking into your original designs which are yours and no one’s else.

Rejuvenating Myer’s Melbourne store

12 Oct

Myers’s store in Melbourne as an iconic building was one of the significant points of attraction for the throughout the city’s evolution. Nevertheless, in recent years, the building was not able anymore to play a substantive role in the city due to the emerging newly designed buildings.

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NH Architects won the internationally prestigious commission to redesign the Myer’s store to expose a new face for the city. The online version derived from  “”, starts the discussion by expressing what the story is all about. Subsequently, there is a brief elaborations on the background of the building, the recent architectural implementations and the current impact of the building. Thus, the reader would be able to be informed of the news in which Myer’s store has a new face and its going to have an outstanding impact on the spirituality of the city same as what it was in previous years.

On the other hand, referring to the print version of the news article, “New face for 1920s icon” is written with sufficient details in a way that the reader would go through the history and background of the building, the previous style of architecture for the Myer’s store, the unsuccessful impacts of recent years, the circumstances of wining the commission by NH Architects, the challenges towards designing a new facade, the concepts behind the new architectural design implementations, the idea of revitalization of its heritage features, the geometrical concepts behind the design and eventually the message of NH Architect for further contributions towards improvement of Melbourne City.


6 Oct

Promoting sustainable cities has become a key issue for many countries. Moreover, the concept of smart housing as a major constituent of intelligent building design development has stimulated various architects and designers to make use of it for the sake of sustainability. In view of that, the study theorizes that the concept of ecologically sustainable design (ESD) as an approach towards development of green built environments must be considered one of the main targets of governmental sectors and policy-makers in the creation of a better and greener environment for the population. Meanwhile, due to the hazard of global warming, the integration of ecologically sustainable design (ESD) into the respective building designs could facilitate reducing the green house effect while developing green sustainable built environments for present and future communities.  Likewise, the study claims that ESD objectives are beyond creating energy efficient buildings as it could encompass the potentials for enhancing the aesthetical values, comfortability and cost efficiency of buildings.
Referring to ecologically sustainable design concept, the study clearly highlights the necessities of the integration of this concept into the current sustainable developments. Indeed, the author introduces an effective approach based upon the consideration of ESD principles in sustainable developments that could be utilized in the entire architectural projects around the world.
Accordingly, it is overstressed on this critical point that the development of ESD in order to adapt the buildings to environment encompasses versatile design strategies, which requires to be applied, based upon ESD concept to be taken into consideration while designing an intelligent building.
In conclusion, it is clearly deduced that advantages of ESD integration are highly in line with the objectives of environmental sustainability. Thus, minimizing energy consumption, utilization of alternative energy sources, decreasing carbon footprints of urban development and sustaining the living ecosystems are the identified benefits of smart homes incorporated with ESD principles. The aforementioned benefits as the knowledge contribution of this study are considered as substantial milestones towards identification and utilization of ESD strategies. 
The reviewd study is an invaluable point of departure for future studies related to the issues of sustainable developments according to the theoretical arguments and the identified benefits of ESD.  
Looking retrospectively, it can be inferred that the integration of ecologically sustainable design (ESD) plays a significant role in creating a new ecological yet sustainable built environment so that the inhabitants are able to live in a greener and healthier living space compared to the current condition of housing developments. Indeed, integrated technologies may not preserve the environment; however, the incorporation of emerging technologies embodied in intelligent buildings with the ESD principles could do so.
Harding, R., 2006, ‘Ecologically sustainable development: origins, implementation and challenges’, Desalination 187, 229–239.