Digital Place Atmospheres: Architecture, Digital Visualisation and the Experience Economy

Monica Degen, a Senior Lecturer at the Sociology & Communications Department, Brunel University writes about her research and a talk at the University of Manchester on Wednesday 12 March

Monica’ work broadly interrogates the ways in which the senses structure and are structured by urban life and material culture (see also http://www.brunel.ac.uk/sss/sociology/staff-profiles/monica-degen). Her latest work (an ESRC funded project with Gillian Rose, Open University and Clare Melhuish, UCL) has been focusing the visualisation technologies by architects and explores the central role of digital architectural visualisations in place-making and urban regeneration initiatives, as cities re-invent themselves on a global stage. Computer Generated Images (CGIs) produced by architects and visualisers are used both as design tools, to help designers and clients visualise proposed designs and make decisions; and as communication devices, which project images of future places and what it will feel like to be in them to clients, planners and public audiences – mobilising emotion, opinion, participation, and action around large-scale projects. Hence they have a significant influence on the globalised working practices of architects, visualisers and construction professionals which effects material transformation of urban landscapes and everyday lived experience. CGIs can therefore be seen as an aesthetic and affective dimension of the way in which ‘software is writing cities’ (Thrift, 2001), which invites closer and more critical attention than they have so far been accorded by either social scientists interested in built space and social life, or by architects and architectural theorists interested in the implications of digital technology for architectural and urban design practice.

CGIs are all around us in different forms, but we rarely look at them closely, beyond the glossy and eye-catching surface which they present in the public realm. The paper she will present:  Producing place atmospheres digitally: architecture, digital visualisation practices and the experience economy focuses on one particular project, Msheireb Downtown in Doha, Qatar, masterplanned and designed by a mix of British and American architectural practices for Msheireb Properties. In particular she will argue that while CGIs may be viewed simply as a continuation of older forms of architectural representation and rhetoric, the digitality of these images also sets them apart in certain ways from past traditions of image production in architecture. Drawing on a two year qualitative study of architects’ practices we examine how digital technology enables the virtual engineering of sensory experiences using a wide range of graphic effects. We show how these CGIs are laboriously materialised in order to depict and present specific sensory, embodied regimes and affective experiences to appeal to clients and consumers.

The project was supported by an ESRC grant RES-062-23-3305, for more information see: http://www.open.ac.uk/researchcentres/osrc/research/projects/architectural-atmospheres

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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