Green idea, green building, sustainable living style grow up as an architecture trend nowadays, this kind of environmental protection concept is emanated due to the price of human being environmental destruction. Undoubtedly, architecture field contribute the major part of environmental disruption since the epoch of industrial revolution. Therefore, this trend is a need in this era, and can be considered as it is developed due to the payoff. Regrettably, green building has already become a trend, a slogan. The more the green finishing materials are created, does it really reduce the environmental problem, or it is merely a trick for marketing their product?
The evolution of architecture field has come to a stage of awakening, as a sustainability lifestyle and low-carbon life style has become the policy for most of the new architectures. However, does the new created Eco friendly finishing product really help the environment?
The evolution of architecture field has come to a stage of awakening, as a sustainability lifestyle and low-carbon life style has become the policy for most of the new architectures. However, does the new created Eco friendly finishing product really help the environment?
1.2 Blue Ocean Strategy
In respect of the evolution of architecture design trend and the doubt on the current Eco-friendly architecture-finishing product, hereby a question is raised: A sustainable architecture is set back everything to as simple as possible? Or an upgraded of architecture trend?
The balance of architecture set back to nothing or upgrade to infinity should be reached a consensus in between architect and public.
In this case, if the fact of “less demand, less creation do not equal to a backward of the architecture field” can be proved, that mean less demand, less creation will be an upgraded in architecture field by reducing the uses of architecture-finishing product.
To seek for the evidence for above statement, Blue Ocean Strategy borrowed from business strategy is applied in architecture field. This strategy is defined as the high growth and profits an organization can generate by creating new demand in an uncontested market space, on a “Blue Ocean”, than by competing head-to-head with other suppliers for known customer in an existing industry.
The balance of architecture set back to nothing or upgrade to infinity should be reached a consensus in between architect and public.
In this case, if the fact of “less demand, less creation do not equal to a backward of the architecture field” can be proved, that mean less demand, less creation will be an upgraded in architecture field by reducing the uses of architecture-finishing product.
To seek for the evidence for above statement, Blue Ocean Strategy borrowed from business strategy is applied in architecture field. This strategy is defined as the high growth and profits an organization can generate by creating new demand in an uncontested market space, on a “Blue Ocean”, than by competing head-to-head with other suppliers for known customer in an existing industry.
“One key point of Blue Ocean Strategy is how to create value and how to make customer comfortable and willing to pay for it.
Innovation has a key role on this matter, but not only. It must be aligned with utility, price and cost.” (Ferreira, 2009)
Innovation has a key role on this matter, but not only. It must be aligned with utility, price and cost.” (Ferreira, 2009)
Learning from this theory, architecture field can search for a new way to delight the architecture yet not craving for innovative finishing materials. Hence, “Truth to Material” a style emanated on Modernism Period should be reconsider and re-intro in this era. While public craving for new finishing yet sustainability, we must take role as the pioneer in the architecture field to promote how Truth to Material’s concept can solve the environmental issue yet still relevant to the current trend.
1.3 The evolve of Architecture Trend
Base on the architectural history, architectural style has been going through the process, from simple natural building, like the shelter in pre-history to complicated luxury style, from Gothic, Rococo, Baroque to Renaissance and back to simple geometrical style in Modernism period, and went on the bombastic design like what Frank Gehry did in Post-Modernism age, and now back to simple, nature, so-called sustainable building again. The trend will always be evolving, yet it is speaking the overall style is changing in the same loop.
In general, design trend like evolving in the circle, however, it is a risk to introduce “Truth to Material” this concept as a new design trend for architecture field nowadays, it is easily giving a misconception to the public as it is merely a repackaging of the modernism concept.
Base on the architectural history, architectural style has been going through the process, from simple natural building, like the shelter in pre-history to complicated luxury style, from Gothic, Rococo, Baroque to Renaissance and back to simple geometrical style in Modernism period, and went on the bombastic design like what Frank Gehry did in Post-Modernism age, and now back to simple, nature, so-called sustainable building again. The trend will always be evolving, yet it is speaking the overall style is changing in the same loop.
In general, design trend like evolving in the circle, however, it is a risk to introduce “Truth to Material” this concept as a new design trend for architecture field nowadays, it is easily giving a misconception to the public as it is merely a repackaging of the modernism concept.
1.4 Overview of Dissertation
This dissertation will be developed with how “Truth to Material” contribute to environmental issue yet still relevance to current trend, and go beyond Modernism’s concept by convincing the public with the benefit and the authentically beauty of the concept – “Truth to Material”.
This dissertation will be developed with how “Truth to Material” contribute to environmental issue yet still relevance to current trend, and go beyond Modernism’s concept by convincing the public with the benefit and the authentically beauty of the concept – “Truth to Material”.
The advantage of applying Truth to Material’s concept in architecture field will be discussed in Chapter 2. Chapter 3 will figure out how the authentic beauty of raw material walks on the trendy track. This chapter will bring out its challenging in Chapter 3.1, and show the case study in Chapter 3.2, and further specified the case study in Chapter 3.2.1, Concrete Architecture, Chapter 3.2.2, Brick Building and Wooden Building. In the forth chapter, an alternative of staying true to material’s concept will be figured out and how this alternative help on environmental problems and suggestions on how to make this alternative outstanding will be discussed.
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