UNIVERSITY OF CINCINNATI Date:___________________ I, _________________________________________________________, hereby submit this work as part of the requirements for the degree of: in: It is entitled: This work and its defense approved by: Chair: _______________________________ _______________________________ _______________________________ _______________________________ _______________________________ The Creation of Hybrid Space Architecture A thesis submitted to: Division of Research and Advanced Studies of the University of Cincinnati In partial fulfillment of the requirements for the degree of: Master of Architecture in the School of Architecture and Interior Design (SAID) of the College of Design, Architecture, Art, and Planning (DAAP) April 26, 2006 by: Gregory W. Eckert B.S. Architecture, University of Cincinnati, 2004 Committee chairs: Barry Stedman, PhD Michael McInturf Abstract: Today, people use the computer as part of their daily lives, whether it is at work, home, or in the palm of their hands. The increased popularity of online access has changed society in the areas of communication, commerce, research, and entertainment. As society changes, architecture will change with it. The retail industry is ready to undergo a transformation. Thus, this thesis explores the integration of virtual and physical environments to achieve a unique way of retailing that provides the customer with an enhanced experience, convenient service, and personalized stores. Communication among customers includes access to a virtual world, which allows them to interact with distant locations and individuals whether in the main physical store, virtually from a home computer, or from a branch location. Technology gives the retailer the ability to change quickly, access a larger customer base, and personalize advertising to individuals. Accordingly, it is hypothesized that the new retail environment will be a collection of inter-connected retail communities, both real and virtual, interacting in ways previously believed to be science fiction. 0 Acknowledgements: I would like to thank my parents, Lou and Sue Eckert, for supporting me throughout my academic career. They have taught me to persevere and see things through to completion. I appreciate everything they have done to assist me in accomplishing my goals and leading a good life. Professionally, I would like to thank the companies who have taught me more about the workings of the architectural world. I will always remember my experiences at Merritt + Pardini Architects in Seattle, Washington, and more recently the Retail Centers team at FRCH Design Worldwide in Cincinnati, Ohio. Many thanks for your support at the start of my professional career. Academically, I would like to thank the University of Cincinnati - School of Architecture and Interior Design staff for reaching out and sharing their views on the foundations and future of architecture. I feel I learned a great deal in the six years I was here. Finally, I would like to thank the following for their help and support with my thesis: Barry Stedman, Michael McInturf, Dean Lutton, Dan Mayzum, Lisa Densford, and Ryan McNally. 1 Table of Contents: List of Illustrations 2 Chapter 1: Introduction 4 Chapter 2: The Virtual, The Real 7 -Introduction to Hybrid Space 7 -Digital Architecture/The Reason to Integrate 10 -Social Implications 12 - Human/Computer Interface 15 -Perception 17 Chapter 3: The Future Retail Market 24 -The Future of Retail and E-Commerce 26 -The Reason 29 -The Experience 32 Chapter 4: The Digital Future 37 -Liquid Architecture 37 - New Media Technology 39 Chapter 5: Precedent Analysis 46 -New York Stock Exchange 46 - Sony Metreon Building 53 -Digital Precedents 58 -Retail Precedent 62 Chapter 6: Site & Program 66 -Program 66 - Site 71 Chapter 7: Conclusion 72 Bibliography 74 2 List of Illustrations: Figure 1: Computer-generated avatar named Mr. Avatar, done by the author. Figure 2: Video images courtesy of Rafael Lozano-Hemmer, available at www.fundacion.telefonica.com/at/rlh/eprojecto.html. Figure 3: Mr. Avatar, done by the author. Figure 4: Interaction occurring between an avatar and physical person, done by the author. Figure 5: Branching diagram done by the author based on “The Language of New Media,” by Lev Manovich. Figure 6: Telepresence diagram done by the author based on “The Language of New Media,” by Lev Manovich. Figure 7: Figure/ground diagram done by the author. Figure 8: Balance diagram done by the author. Figure 9: Continuation diagram done by the author. Figure 10: Expected result diagram done by the author. Figure 11: Universal computer symbols found on the Internet. Figure 12: Mr. Avatar, done by the author. Figure 13: Hypermedia diagram done by the author based on “The Language of New Media,” by Lev Manovich. Figure 14: Photo Courtesy of Peter Paige Photography, Toys “R” Us building, New York City; in Architectural Record, Nov. 2002, v. 190, n. 11; pg. 98. Figure 15: Mr. Avatar, done by the author. Figure 16: Diagram of possible store interaction done by the author. Figure 17: Diagram of possible products and need to touch before buying done by the author. Figure 18: Marcos Novak diagram – “Speciation, Transvergence, Allogenesis: Notes on the Production of the Alien,” by Marcos Novak; pg. 68. Figure 19: Diagram where creativity lies in retailing done by the author. Figure 20: Phone projector and digital screen interface. Courtesy of Iljin Display available at www.engadgetmobile.com/2006/04/13/koreas-iljin-display-promises- phone-projectors-next-year/, and Courtesy of Samsung available at 3 www.engadgetmobile.com/2006/04/14/samsung-patent-uses-projector-and- electronic-pen-for-virtual-scr/. Figure 21: Mr. Avatar, done by the author. Figure 22: NYSE picture - “NYSE Virtual Trading Floor/ Advanced Trading Floor Operations Center,” Asymptote Architecture; pg. 88. Figure 23: NYSE screen capture of virtual trading floor; available at marketrac.nyse.com/mt/index.html. Figure 24: NYSE screen capture of charts and floor plan; available at marketrac.nyse.com/mt/index.html. Figure 25: NYSE picture - “NYSE Virtual Trading Floor/ Advanced Trading Floor Operations Center,” Asymptote Architecture; pg. 89. Figure 26: Sony Metreon Building; available at www.argenthotel.com/images/gallery/ybg_metreon.jpg Figure 27: Sony Metreon Building; available at www.danfontes.com/images/metreon.jpg Figure 28: Screen capture of Moove Online; available at www.moove.com. Figure 29: Screen capture of Active Worlds; available at www.activeworlds.com. Figure 30: Counter-Strike screen capture; available from purchase of game. Figure 31: World of Warcraft screen capture; available from purchase of game. Figure 32: Metro Future Store; diagram based on “Shopping in the 21st Century: Embedding Technology in the Retail Arena,” by Panos E. Kourouthanassis and George M. Giaglis; pg. 232. Figure 33: Blur Building; courtesy of Diller + Scofidio available at www.designboom.com/eng/funclub/dillerscofidio.html. Figure 34: REI Flagship Store; courtesy of REI available at www.gly.com/images/experience/rei-night.jpg. Figure 35: Techno Environment; available at www.vidd.wz.cz/Bayday%20Techno%20tunes%209%20000061.JPG. Figure 36: Layout diagram done by the author. Figure 37: Wall types diagram done by the author. Figure 38: Context diagram of Site location in relation to Cincinnati; background image courtesy of Google Earth. 4 Ch.1 Introduction: "cyber theory: in the critical theorization and empirical study of the contemporary questions of cybernetics on everyday life, technology, society, culture, politics, and economics.” (Armitage 1) Technology has changed society, and because of this architecture will change with it. People will live in virtual environments just as they live in real environments, allowing architects the chance to extend the possibilities for useable space. By bringing the physical and virtual spaces together, people will access information quickly and easily, along with being able to communicate with almost anyone. The surrounding real environment must enhance the interface between the computer and person. This means that the space should be adaptable through various methods of input and output. Architectural theorists have observed the emergence of a virtual society and have suggested implications for architecture within that society. Asymptote Architects, for example; and individuals like architects Marcos Novak and Lev Manovich visualize the future of architecture as one that embraces virtual technology to enhance the experience. Figure 1: Mr. Avatar is an example of a character that can be used in the virtual realm. It can be controlled by a computer to run simple tasks, or a person that can interact with others. 5 This is important because a digital society will require new ways of thinking about entertainment, communication, and retailing. This work initially focuses on customization of the virtual world, the perception of real space, and how information can be conveyed to the general user through new forms of media. It then discusses the future of the retail market and e-commerce, and makes recommendations for commercial applications. Next, it looks at the theorists who have planted the seeds to create innovation in architects and designers. Finally, this work considers precedents, different projects that try to realize the integration of virtual space in real space. The first chapter examines how users interact between the various medias in a hybrid environment. Communication between the physical and virtual environments