arc 403 garla s15

HYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKINGHYPER-DIVERSE CONSUMING OF CULTURE IN AN OBSOLETE MODEL FOR URBAN FORM MAKING

Andrew James Garl ARC 403Professor Luis HoyosStudio Instructor Sarah LorenzenSpring 2015

Table Contents

Reading Responses 1 The Theater of Architecture 2 Queer Space 3 Describing the New Transfer 4 Branded Environments

Theory and Project Connections 1 Describe West Hollywood Urban From and Social Make Up . 2 Future of Urban Environments. 3 The “Urban Design Project” 4IdentityofoftheCityUrban Position 1 Retail Plan 2 Retail Diagram 3 Rendering 4 Site/Floor Plan Photo Essay

1 The Theater of Architecture

BeatrizColominapreferstocriticizethearchitectureofAdolfLoosandhisarchitecture’scontradictorynature.Mediadrivensocietybringsonadesireforspectacle.NowmorethaninLoos’stimearchitecturemustgiveashow.Thearchitecture must provide for the characters a place to be displayed. I argue for the spectacle of architecture and for the theatricswhichtakeplacewithinit.Bringingtofullcapacitythelivelyactionsofthehumananimations,thearchitecturewillbeastage,quiteliterallyforthedisplayoftheseparticipants.

ThenotionshowninLoos’sresidenceofthetheater,the“theaterbox”asColominacallsit,ismeanttocreateasequenceoftheatricsforeachusertobesimultaneouslyputondisplayandbecometheviewer.Whileallthisactingissaidtotakeplacewithinthehome.Thecommunityandpublicspacecantakeonthesequenceaswell.TheprojectproposedforWestHollywood’sRobertsonlanewilllayeritsopenspacetobeviewablefromthestreetandthepark,and from the other parts of the project so as to create space where subjects will be able to view and be viewed by each other.Atwowaypanopticismwillemerge. Thesetwotypesofspaces,ofbivueyerismandqueerspacewillcombineintheformofpublicspaceonacommunityscaletofocustheattentionofusersandviewstoamixingzoneintenselypopulatedanddiverselyprogrammed.

Source:TheSplitWall:DomesticVoyeurism,BeatrizColomina

2 Queer Space

Queer Adjective,Strangeoroddfromaconventionalviewpoint;unusuallydifferent;singular:Aqueernotionofjustice. AaronBetskywritesonqueerspace.Hisultimatedefinitionofqueerspaceisthatwhichprecludesactionsofabnormality,ornormalitythatisacceptedbutspecificallyabsentotherpublicactivities.Expeditionsintothenormalityofmodernsocietyilluminatesarealityofmanyactionsandlifestyleswhichoccupynecessaryqueerspace.

UnderthisadjectiveofspaceIarguethatthemostabnormalspaceisourmostbelovedsanctuary.Thehome,whereveritmaybeconnotesthespecialplacewherewehideouractivities.Sex,arguments,privateconversations,oddroutines,normalroutinesalltakeplaceinourprivatelocals.SincewemakesomanyplaceourhomeBetsky’sdefinitionofqueerspacenowfitsmostplaces.Queerspaceinouropensociety,especiallythatofWestHollywoodisnotseparatefromordinaryspace.Aplacewhereactivitiesareallowedtohappen,thatmayormaynotbeabnormal,sothereforanyspace,canbelabeledasqueer.Soinanopensocietynegativeconnotationsoftabooorabnormalareaccepted,sowecanfreelyprogramthesespaceswithourarchitecture.TheRomanbathandthevilla,wereplacesthatsecludedactivities,butwerepublicinthesensethatsuchactivities,sexualornot,wereaccepted.Soinasenseanatmosphereofacceptanceforhistoricallytaboorelationshipsandactivitieshappenedinancientsocieties.Inanattempttocapturetheopenatmosphere,demonstratedfirstinRomanbaths,andalsointhewholeofthecityofWestHollywood.

AlargeopenplazamustbeaprogrammaticelementinaproposeddesignfortheRobertsonLanesite,withspacesandprogrammingtoeffectameaningfulqueerspacethatisfrontandcenter,opentothestreetandallowsactivitiesinpublic,oncehavingataboolabel.Source:QueerSpace,ArronBetsky

3 Describing the New Transfer

Theelusivenessofcreatingentertainmentinarchitectureonlyeasyinoneplace.Theshoppingmall,adevilthatthemodernmanhascreatedsitsatthecenterofmoneymakingmachineswecallcities.Consumerismrunsrampantandisallbutnecessaryinoursociety.Sohardisittofunctionwithoutbuyingintoallofthesalesandspectacledisplayedinthesecenters.JonJerdeamongothersboughtintothepayoutthatistheshoppingandentertainmentvenue.Creatingthespecialenvironmentdedicatedtosalesisaboutanunendingdisplaydesignedtoenticeandexcite.Iarguethefallacythattheseenvironmentsportrayaredoomedtofailwithnewgenerationsdemandsforserviceanddesireforsocialengagement. WritingontheJerdeTransfer,DanielHermanexplainsthefantasticdistractionthatJerdeMallsexhibit.Eachiterationofthesemallscreatesaspectatorofthepatron,butthesespectatorsareofagenerationbeforetheInternetexisted,thepredominantmarketbeforefiveyearsago.Nowanewgenerationwhohasgrownupwithinternetshoppingandabarrageofcontentavailableforpurchasewithoutmovingmorethanafinger.Mygeneration.Wehavestartedtodemand,astheroleofconsumptionisdiminished,todesireanexperienceofsocialinteractionandservices,ifwearetopartakeintheshoppingexperience.Eachstoremustbeorientedtoprovidinganadditionalservicethatcannotbecompletedinthedigitalworld.Notonlyisthissentimentgroundedintheabilitytocompleteataskofpurchasingonline,butinourgenerationsdesiretoexpendenergyinmakingsurewegetthebestproduct,andmaketheeffortmostworthwile.Suchasthepersonalshoppercompetestoproducethebestrecommendationtotheirclient,thenewgenerationofretailwillneedtoprovidecustomservicestotheshopper,andinstructtheminproductselection,comparisonandtestingallofwhichcreateanewexperienceofshopping.

OnerelevantrequirementofthenewretailerwillbesimilartothatwhichtheJerdePartnershipwassuccessfulin.Theprogrammingofcomplexinteractionsbetweenpatron,entertainerandserviceswhichmimicstheurbancomplexitiesofcities,whichgivesillusiontheurbanenvironment,socially,evenwhentheplaceexistswithinone.Thesuccessofshoppingcentersandcombinedentertainmentandretaildistrictswithincitiesmustbereinterpretedevolvingtomeetthedesiresofnew,demandingdemographicsofanewgeneration,creatingservicesthatwillaugmentthespectacle,andthespectaclewillfocusonasocialexperienceprogrammedtomaketheuserfeelentertained.

Source: The Jerde Transfer

4 Branded Environments

Thebrandedenvironmentisdesignedtomarkettheresourcesandamenitiesofagivenplacetoacertaindemographic.Muchliketheworldofmarketing,thebrandedenvironmentmustknowitsaudience.Thesuccessfulbrandedenvironmenthasanexcellentlocation,aseriesofplannedrelevanteventsandisaccessibletotheintendedpatron. Location.Location.Location.

Themostimportantaspectofanyrealestateendeavorislocation.Enticingvisitorstothelocationisonegoalofabrandedenvironment.Capturingaprimelocationentailscloseproximitytomanypeoplewillingtoengageintheenvironment.Thelocationmusthaveenoughamenities’tomakeitadestination.Theenvironmentslocationmaybeassmallasacultburgerjointoraslargeascitydistrict,orlarger.Locationswithahighlybrandednaturemaybeabletoincreasetheirmarketvaluebasedonthereputationoftheplace,asrealestatebecomesmoredesirablethepricecouldbedrivenup.Brandedenvironmentsmayalsoinfluencetheintrinsicvalueofalocationestablishingthereputation,orthewidelyunderstoodideaoftheplace,tocreatewidespreadpublicinterest.Anyplaceseekingtoattractanaudiencemaybeabrandedenvironment,certainlyacyclicalnatureevolveswhenaplacehasestablisheditbrandandhasbecomerelevant.

Events in a space make the place.

Relevanteventsmusttakeplaceinalocationseekingabrandedidentity.CulturallysuccessfulbrandedenvironmentshaveeventswhichaddtothedesiretogosomewhereEventsmaybetheintendeddrawoftheplace,ortheymaybehappeningbecausetheplaceisapopularlocationandtheplayersseekanaudiencefittingwiththedemographic,ortheymaybeprogrammedtoentertainvisitorsalreadyinthelocation.Brandedenvironmentssuchasstoresandevenplacesofwork,suchasgoogle,mighthavelargescalebrandimageconnections,sotheventsthattakeplacewithintheenvironmentwillbedesignedtoentertaineducateorpurveypeopleorproductsthatenhanceprofit.Culturallybrandedenvironmentsmaybeprofitableifthecommunityseekstoperpetuatethespaceasinimportantpartof its character.

Cultural Relevance.

Culturalrelevance,andprimelocationareonlysomeaspectsthatmakeabrandedenvironmentsuccessful,anenhancedaccessibilitytoadesirablelocationiscrucialaswell.Withoutalargeenoughaudience,anotherwiselivelyplace may have trouble staying relevant. Accessibilitymaymeanalocalpopulationlargeenoughtosupporttheuseofaplacebymanypeople.Accessibilitymayentailavailableparking,suchisthecaseinSantaMonica,along3rdStreetwithmanyparkingstructures.Accessibilitymayalsomeanaffordability,theintendeddemographicmustbeabletothinkthattheycanaffordtoeat,shop,visitorstayintheplace,ifpriceexcludesademographic,suchasinRodeodrive,thebrandedimagewouldtargetingamoreaffluentaudience,

Environmentalfactorssuchcleanliness,levelofactivity,safety,climate,noisepollution,lighting,landscaping,havingdefensiblespacearemutualfactorseachbrandedenvironmentmaywanttohave.Havingapopulationtheuserwouldliketointeractwithandbeseenbyisalsoimportant.Locationcultureandatmosphere,aswellaslargeenoughaudience make branded environment create desirable places.

Source: Harvard Design School Guide to Shopping

1 Describe West Hollywood Urban From and Social Make Up .

TheCityofWestHollywoodisoneacitylandlockedbetweenSantaMonica,TheCityofLosAngeles,andBeverlyHillsaswellasHollywood.Therearefingerlikeprojectionsinalldirectionsshapingthecitiesboarders.AsacityseveredfromtheCityofLosAngeles,andHollywood,WestHollywooddevelopedasanoutliers,aperfectplacetobreedadiverseculture,andcultivateacommunityofunderrepresentedminoritiestoliveintheopen.WeallknowasignificantpopulationlivesinthecitythatassociatewithLesbianGayBisexualorTrans-gender,LGBT,groups.Thisisadefiningcharacteristicofthecity,asaanearlyheavenagainstdiscriminationandridicule.SocialactivitiesandculturalidentityevolvedwithintheurbanfabrictohostnightclubsbusinessesandresidentialareasthatembraceLGBTlifestyle.Thereisasignificantincreaseinthemalepopulationoverothercities,56%ofthepopulationismalewhereasthesimilarcityofSilverlakehas51%asisthenationalaverage.49%femalepopulationandalargeelderlypopulationaddtothediversityandgivecluesaboutthehistoricalresidencepopulationwithinthecity.

SocialmakeupofthecityisdefinedbyacateringtoLGBTcommunitythroughbusinessesandsupportmechanismsfrompublicfunds.Buttherearealsosupportforfamilieswithafewparksandpools,anewpubliclibraryand schools. The primary focus of our project is a study of the retail environment. As new design district has emerged in the commercial segments of the city. Here designers from fashion to architecture have made claim to real estate in a marketofmigratingaffluence.HerepeoplefromBeverlyHillshaveattributedtosuchaffluence,aswellashighmindedshoppersanddesignerslookingtoaclientofmeansandtaste.Inadditiontotypicalgrocersconveniencestoresandshops,BoystownhasemergedwithalargepopulationofLGBTfriendlybars,nightclubsandrestaurants.AnimportantaspecttothesocialandeconomicmakeupofthecitythedistrictalongSantaMonicaBlvd.Attractspeoplefrommanycitiesintheareaandtouristsfromotherpartsoftheworld,whomightbelookingforacceptanceandaplacetolettheirguard down. While in the past few years much of the country and the world have become much more open to LGBT associates,WestHollywoodhasremainedabastionforacceptanceandembraceandlivelyfreedomexpressedbyitsvisitors and residence.

TwocharacteristicsofcritiqueinthecityofWestHollywood,asidefromthepacificdesigncenterandSantaMonicaBlvd,thecityisverymuchblandintraditionalpostwararchitectureslowlyrenovatedandstyledcheaplyinresidentialareas,aswellassomewhattypicalbuildingsinthecommercialdistrictsaswellasconvertedhomesinthedesignquadrant.Theretailenvironmentsandshoppingplacesaretypical.Andmostimportantlythecityhasnocenter,nocityhall,meetingspaceoriconiclandmarktodefinetheurbanform. Theprojectweseekwillstrivetoinverttherelationshipofretailenvironmentstoonethatsucceedsnotbecauseofbrandimageorqualityofbuiltspace,butbecausethedrawofaculturallymixedspace,withadynamicprograminalargeopenspaces.Anadaptableserviceorientedretailclusterprovidingcreative,customizable,bespoke,andculturallyrichexperiencestodemoproducts,makeuniqueitems,experienceLosAngelesandWestHollywoodculturewillbedesignedtoademographicofwhichcanshopforeverythingonline,havepeoplerunerrandsandseekanexperiencetoparticipateinnotjustashoptopickitemsoutof.

Ourprojectwillalsotakethesameoutdooropenspaceusedfortherevenuegeneratingdiversityofretailkiosksandvendorsandadaptableretailerprogrammedtakeoversandcreateaniconicopenpavilionformeetinganddemonstrationandevent,muchliketheSpanishStepsintheCityofRomeprovide,thelandmarkwilladdtothepridefulculturesabilitytoidentifywithit’scity.

Source:ARC403StudioDiscussion,CityofWestHollywoodMasterPlan,SantaMonicaBoulevardSpecificPlan1999.

2 Future of Urban Environments. Forthepastfeddecadesnewurbanistshavebeenpresentingcasesforareversalofsuburbanization.Theyarewrongtothinkthatthesuccessofthepublicrealmiscontingentonaforcefulmotionofurbandesigntomakethewholemoreimportantthattheindividual.Aselfishsocietyweliveinofpeoplewhoenjoyprivacy,spaceandseclusion.Ifnewurbanismisnotsuccessful,asElizabethMouleandStefanosPolyzoideswouldhope,thenacontingencyforhowtodesign and operate must be formed if the urban designer and the architect are to capture millennials as a demographic. Tocapitalizeonpotentialworkfromthenewgenerationwehavetounderstandthatabalanceisinorder.ToddBressiwouldargueforthecommonhouse,thepublicgoodinfrontofallelse.Butthegoodstemsfromsatisfiedindividuals.Withouttheabilitytofulfillone’sowngoalstherearelimitedcapacitiestoplaceothersfirst.

Theeffectofthisselfishnesswillclaimthenewurbanistagendaforgoodpublicspace.Goodspace,mustbeconcentratedsotheindividualspacecandevelop.Individualspacemustbegreatenoughtosupportgoodspace.So,economiccenters,entertainmentdistrictsandserviceentitiesmustinhabitthisgoodspace,alongwithopen,outdoorprogramstosupportadensityofpeopleattimes,andbecloseenoughtoindividualspacetoallowpeoplethefreedomofmovementandthechoicebetweenprivateandpublic,whentheychoose.

Urbanness,willbethenonbedefinedbyhyperdiversity.Suchimmenseactivitywillbethedriverforsurroundingdevelopments.Unliketheblanketwhichnewurbanismproposedtorectifyexisting,poorlydesignedhabitatwecallsemiurbanandsuburbandevelopment,hyperdiversitycallsforthecompleteandobliterationofexistingurbanfabric.Supercenterswillbesurroundedbycommunitiestiedbythelureofamenity,culture,activity,diversity,andpossiblybyhistoricidentitytothehubwherepublicandprivatearetwodifferentworldsbutaresoclose.

Urbandensitywillberequiredonahugescale.Allofourcurrentdevicesstrivingtomakegoodarchitectureandurbanformmustbeemployedinthisnewform.Whilesocialmedia,transportation,infrastructureandaccesstootherhubswillbesubconscious,whichmeanssoeasyandsoefficientnoonewillneedtothinkaboutthem.aHyperurbanism,playsakeyroleinthethinkingbehindourRobertsonlaneproject.Hereallroads,“socialroads,economicroads,entertainmentroads,andbusinessroads”leadtotheprojectsmajoropenspacewhereallpublicactivityoccurs.Thisspaceiscloselylinkedtoprivatehotelroomsandofficeswhicharenecessaryfortheindividualtoaffecthisorherortheother’sownmeaning.

Suchgrandscalethinkingisnotfaroff.Placesforhyperdiversityareemergingandhavebeenbuilt.TheexplosionofdowntownLosAngelesisprimeexample.LALivecanbeconsideredaprototypehub.Nowthatthetrainhasstartedrolling,asinthehugedevelopmentalongwiththestaplescenterisasuccess,allofthesurroundingresidentialareaisdensifyingfromanalreadydensestate.Manymorepeoplenowresideintheradiusaroundtheproject,andtheprojectionisforanincreaseinthistrend.

Yethyperdiversitywilldefineagenerationwhocravesrealsocialandculturalinteractionduetoanabsenceofinteractionasaresultofdigitalcommunication.Additionally,duetothespeedatwhichmedia,servicesandinteractionmayhappenpeoplewillpaytosimplyinteractwithpeople.Theresultofsocialmedia,onlinecommerceand,newtrendcompaniessuchasUber,fooddeliveryservices,andpersonalconcierge,consumerswillturntoaprimaldesireforinterpersonalinteraction,andbegintopaymoreforintangiblegoods,theywillwantmoreservicesbecausethetangibleis already so easy.

Itisnotgoodenoughtomaketheexistingurbanfabricmorepalatable.Itisnotenoughtore-imaginewhatwewouldhaveredone50to100yearsago,wehavetolookatthefuturepopulationandthisdemographicdemandsanewmakeup,andanewwayofoperatingwiththeentitiesthatarethecity.Thenewiswhereimportanceisplacedatthehubofactivityandtheallowanceforpersonalworthismadewithprivatespaceinwhateverfromitmaytake.Sources: Elizabeth Moule and Stefanos Polyzoides Todd W. Bressi. In The New Urbanism

3 The Urban Design Project

Referencingtheabovewritingsmanyofthegoalsfortheprojectbecomeclear.Takingacriticalpointofviewofthecurrentandplannedcontextoftheprojectallowsadiverseapplicationofroutinedevicestocreatethestagefornewevents to happen.

There are several goals to accomplish in the design of the Robertson lane hotel. First is an inversion of what we know as a retail environment. Our project provides zero area for enclosed retail outlets. The space is dedicated tooutdoorspace,opentotheair,muchlikeaplazawhereanynumberofactivitiescanoccur.Providingforthekeyrevenuegenerationoftheproject,theretailspaceswillbeadaptable,temporaryandeverchangingtoaccommodatethemostdiversesetofpurveyorspossible.Programmedretaileventsmaytakeplaceatanygiventime,andmybemixed.Theprogrammedretaileventsinclude:Farmersmarketstylesalesinboothform,alargebrandtakesovertheentireparkspace.Smallcommunityproducerscometoselltheirgoodsoreventrade.Weekendyardsale.Tradeorcraftfair,boardwalk style small retailers set up shop for a few days. The retail component refers to predicitons by the Harvard SchoolofDesign’spredictionsforthefutureofretailandthedesireforwouldbeshopperstofocusonhavingmeaningfulsocialandculturalexperienceasopposedtheabilitytofindanpurchaseanyparticularrequireitem.

Other events occur in the open space while sales are happening. Dance club. Cafe. Swimming pool. Boccie Ball.Artshow.Pridefestivaltakesover.Peoplesetupforaconcertinwhichthestageisinthestreet.Suntanning.Circusorstreetperformers.Costumecontest.Theseactivitiesoccuronaramp,whichslopestothestreetandisopenpublicspace.Astagetoviewhumansbeinghumans,voyeurism.Andforstrangeandatypicalactivitiestooccurandbecomethenorm.Thesocialandculturalagendaisabsolutelythedriveroftheprogram,allowingideasforfuturelargescaleprojectstoforgettheancienturbanformalreadyinexistenceandembraceformfromexperience.Fromfollowsexperience.Inordertoprovidesuchanopenspacemanysecurityissuesarrive,butasaprojectofandfortheprogrammedacitivitiesandamenitieswithinitissafetorelyontheprogrammingtoapplyitsownbuffersforsafetyandsecurity.Since,weasthecreatorsofthespacefortheexperiencecannotactuallycontrolalltheeventsbutprovidethespaceforsimultaneityrequiredfortheintendeddiversity.

Thediversityisachievedandsupportedthroughthemultitudeofprogramming,andthecombinationofopenspace,creativeoffice,andawayoforganizationofprogramwhichenhancesmixingofthevariousprograms.Hotelandofficesharespacesontheupperfloor.Theseopenspacesarelikelargeinteriorstreets,theyincludealltheamenitiesofahotel,evenasmallresortandanofficebuildinggearedtowardrentablespacesandtemporaryorstartupcompanies.Thespacebetweenofficeroomsandhotelroomshasbars,copiers,spas,workoutequipment.Receptionists,conferenceroomsandtables,lounges,restrooms,balconies,aweddingchapel,apool,outdoordeck,ballroomspaceandanyotherinfinitecombinationofresourcesforthetwoprogramstoshare.

TheelevatedandopenformofthisprojectisacclimatizedtoSouthernCalifornia,itisdestinationalongthestreetparaderootandnightlifecorridorofSantaMonicaBoulevard,completelyopenandaccessibleforallactivitiesatalltimesofthedayandnight.Muchlikeapark,plazaortheSpanishStepsofRome,weaimtocreatealandmark,centralspaceforthecity,andawild,hyper-diverseexperienceforallwhomightactivatetheproject.

4ProvideaCritiqueoftheCurrentMasterPlan.Analyzeanddescribethecity’svisionforthefutureofWestHollywood.Whatisvaluableaboutthisvision?Wheremighttherebechanges?Forthissectionreferenceatminimumoneofthereadingsinordertocomparethecity’sproposalwiththatofanurbanist’sidealsfromthecoursereadings.

AnIdentityfortheCity

Determinationofwhatacityisandwhatisshouldbeisadeterminationmadebythepeoplewhoinhabitit.Thelongtermplanningdocumnentservesasapolitictoattestthattheselfrealizingfutureofthecitywillhappen.TheWestHollywoodmasterplanrisestoenforceacommunityofopenness.Asabastionforacceptanceandpride,thecityofwesthollywoodinthe1990’sand2000’sprovidedarolemodelforsocietyeverywhereinembracingnewworldsofculture.

Creatinggoalsforamoreprosperouscity,theWestHollwoodgeneralplanmakesgeneral,evengenericclaimsforgowthorimprovedenvironments.Increasedqualityoflife,greaterdiversity,improvedeconomy,environmentandtraffic.Thesearetypicalstatementsofcityplans.TheWestHollywoodSantaMonicaBoulevardSpecificplanenablesthereailizationofsomeofthesegoals.TherealpurposeofthesepeiecestoenhancethecityitprovideamoreenjoyablenetowrkforCulture,Safety,diversityandthechartacterofopenesstooccur.Whenthediversityisallowedtoshine,allothercommunitybenefitsmanifest. OtherimportantelementsoftheplanIagreewith,“Seeknewareastoincreaseparkspaceandlandscapeareasinourstreets,sidewalks,andopenareastocreatespaceforsocialinteractionandpubliclife”.Enhancingacommounitywithsucharichcultureanddiversitygrowsthebondthatholdsitsidentity.Thecommunityidentymighteventuallycreate the drive for new urban hub and hyper diversity .

Source:CityofWestHollywooodGeneralPlan,SantaMonicaBoulevardSpecificPlan

REJECTION OF THE BUILT , AND THE CREATION OF THE EXPERIENCE

AFORMTOREJECTCURRENTURBANFORM,EMBRACETHESPECTACLEOFTABOOACTIVITIES,EMBRACETHEEVOLUTIONOFRETAILMODELS,HARBORCREATIVENESSANDTOURISTSFORAN ECLECTIC MIX FOR PEOPLE TO CONSUME THEIR CULTURE. A LARGE OPEN SPACE CRE-ATES A PARK AND A MALL IN ONE. CUSTOMIZABLE RETAIL SPACE IN THE OPEN AIR PROVIDES A TEMPORALITY OFFERS ADAPTABILITY FOR EVENTS SUCH AS PRIDE. IT ALSO ALLOWS FOR MANYRETAILERSTOINHABITATONCE,ORONEOVERTHEWHOLESPACE.COMMUNITIESCANSELLTHEIRCULTUREHERE,PEOPLECANGETMARRIED,THEYCANSWIM.MUSICFESTI-VALS MAY OCCUR. CAFES AND EATERIES MY TAKE HOLD. LANDSCAPE MEANDERS AROUND THE CIRCULATION RAMPS . HOTEL AND OFFICE SPACES IN THE ELEVATED MASS FIND THE SAME LIGHT THROUGH AN INTERIOR STREET WHERE ALL AMENITIES AND SERVICES NEEDED FOR BOTH COALESCE AND FORCE A MIXING OF RESIDENCE TOURISTS WORKERS AND DAILY PATRONSINTOTHECOMMUNITYANDABSOLVE,FORALLTOPARTAKEINTHECULTUREOFWEST HOLLYWOOD

staircase

staircase

staircase

staircase

tower of hotel

tower of hotel

tower of office

tower of office

whiskey bar

breakfast bar

foyerinformation

winetasting

library

workshop area

lounge

URBAN DESIGN HAS NOTHING TO DO WITH WHAT IS ACTUALLY ALREADY BUILT ON THE SITE

HYPER DENSITY HUB

“ANCIENT” HISTORY

HIGHLY PROGRAMED ENTERTAINMENT

PROVIDE FOR THE COMMUNITY A DESIRABLE LANDMARK WHILE ACCUMULATING ALL POSSIBLE CULTURAL ACTIVITIES

HARVARD BUSINESS REVIEW THE FUTURE OF SHOPPING - “ RETAILERS MUST TURN SHOPPING INTO AN ENTERTAINMENT, EXCITING ,

EMOTIONAL EXPERIENCE”

PARIS GRUEN JERDE ONLINE OMNICHANNEL

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CHECK TRENDS IN RETAIL HOTEL AND OFFICE AND PROJECT THEIR TRAJECTORIES,PLANFORTHEMILLENARIAN,WHENTHEYARE3OOR40ANDFORTHEIRYOUNGERBROTHERSANDSISTERS,INAHYPERCONNECTEDWORLD WHAT IS THE DESIRE FOR PEOPLE TO GO OUT TO SPEND THEIR MONEY?

HARVARD BUSINESS REVIEW THE FUTURE OF SHOPPING - “ RETAILERS MUST TURN SHOPPING INTO AN ENTERTAINMENT, EXCITING ,

EMOTIONAL EXPERIENCE”

PARIS GRUEN JERDE ONLINE OMNICHANNEL

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