moshe-katz

A great architectural project presentation is not simply a collection of beautiful renders, plans and diagrams. It is the moment when an idea has to become understandable, desirable and believable to someone who may not think like an architect. The client needs to see more than the architecture. They need to understand why the project matters, how it answers their interests, what choices are available, how realistic the proposal is and why your particular vision deserves to move forward. This...

Architecture does not begin with a building. Design does not begin with a shape. Long before there is a floor plan, façade, material palette or beautifully rendered image, there is something much more fragile and much more important: an idea searching for its own language. Creative research for architects and designers is the process of discovering that language. It is a way of moving beyond the collection of information and entering a deeper investigation into meaning, emotion, movement,...

Before architecture becomes a building, it exists as something much more fragile. It may begin as a thought, a movement, a feeling, a relationship, a question or an invisible principle that has not yet found a physical form. Architects and designers therefore need tools that can capture these early ideas before they become too complex, too technical or too fixed. Diagrams and ideograms are among the most powerful tools for doing exactly this. They allow us to transform thought into signs,...