SYRACUSE UNIVERSITY SCHOOL OF ARCHITECTURE THESIS 2021 - Kaixin Huang, Siting Xing
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IMAGE CARNIVAL
Reviewing Image-driven Designs under Social
Media
SYRACUSE UNIVERSITY
SCHOOL OF ARCHITECTURE
THESIS 2021
Kaixin Huang, Siting Xing
Topic Process Purpose
The development of Starting from the most The thesis attempts
information technology and representative Instagram to present an inevitable trend.
the vigorous rise of online restaurants with the largest Architecture no longer only
mass culture have given likes and followers, by requires architects to design and
social media unprecedented decomposing the images produce professional construction
social influence. In these of the “influential online documents, but how to grasp public
platforms beyond physical architectural” space, opinion from the online society and
limits, intangible content analyzing the target embed it into architectural designs
has produced a new form population and summarizing are also part of an architectural
of cultural production and the characteristics and design. How to express architectural
dissemination dominated changes, we study the opinion in the image era may be
by digital networks and difference of the design one of the most significant following
new technologies. We of dining spaces between developments in architecture.
found that behind the digital make-up and We speculate that the future of
influencer culture brought real situation, and trigger architecture lies not only in design
by social media, there are discussions on this “from changes, but also in how to promote
different psychological Instagram to Instagram” and shape awareness. Architectural
aspects hidden behind, design method towards more design as one of the virtual
which indicates a new comprehensive types of commodities on social media,
form of production and Instagrammable spaces. requires architects come back to
communication. We are also take control of how to integrate
interested in how the new with the image culture, and help
digital environment implies construct a new awareness of
new methods, attitudes, and architectural aesthetics for the
language that influence public about “architecturally
architecture. instagrammable” in the future.
During
Average
Active social Covid - 19
using time
media user
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2H 24M 95 Million 43%
of total
per day said spending more
population
time on social media
Instagram
A photo and
video-sharing
platform started suffix
‘relevant or suitable to’
in 2010 in the US
redefined fash-
ion, travel, food,
and even art,
because almost
everyone wants
to make them-
selves and things
look “effortless”
and “perfect”.
"Ins" style Instagrammable
(instagram aesthetics)
Self-contained photography style, color Instagrammable is often used to This is a new, influential standard,
matching style, as well as the ev- describe a photo that is Instagram and it represents a sense of "being
er-changing square cut, and highly worthy, w hich means: w hat is approved on social media". Insta-
recognizable filters are all indispensable worth posting t o Instagram, can gram h as r isen from an applica-
elements in the Ins style. be shared (posted) on Instagram, tion t o an aesthetic style, a s a
usually very good and tends to be product of an era of aesthetic di-
simplicity/restraint/natural
popular. versity without profound historical
This adjective is also used as a rep- aesthetic root. However, “Ins”
Composition resentative v ocabulary a nd h as style is a successful p ractice of
“Ins” Style: triangle composition, diagonal become a prefix for the influential popular backfeeding b y normal
composition, frame composition, rule of groups on different social media, people and its importance lies in
thirds composition. such as weibo, F acebook, Snap- lowering the threshold of aesthet-
The rule of thirds composition: divide the chat, Xiaohongshu, etc. ics and narrowing t he d istance
interface according to the line of thirds, between e xquisiteness and o rdi-
and place the subject on the 4 points nariness.
in the picture (the so-called most eye-
catching points).
Camera Position
“Ins” Style:It mainly adopts three camera
Instagrammable = Online Influential
positions: horizontal, overhead, and tilt.
Influencers are a type of KOL (Key Opinion Leader), which can have influ-
ence a nd decision-making power on certain behaviors o f fans. The e s-
Toning sence of influencers is to create a tonal online image with a strong com-
“Ins” Style color matching features: low munication power and influence, which is shaped by personalized online
hue saturation, low contrast, low color content. Their popularity is due to their certain characteristics being mag-
temperature, low nified under the influence of the Internet, which fits with the psychology of
exposure. netizens' aesthetics, entertainment, stimulation, voyeurism, imagination,
1) Reduce the exposure and make the taste, and spectation, and they are sought after to become influencers in-
picture darker tentionally or accidentally. Its body can be people, objects, animals, virtu-
2) Partially darken, suppress highlights and al objects, o r even i n the field of a rchitecture. I t can b e space, i nterior
white design, program, narrative, etc. The attraction of online influential space
3) The dark part (such as black) becomes to the flow of people breaks the geographic location and creates a new
brighter and grayish business logic.
Instagrammable restaurants are divided into nine categories: hot pink interior; factory-like interior; greenery decoration; cyberpunk space; exhibition hall; animation IP themes; new functions other than dining; graphic elements; others
B & S is a chain of cafes under wages. The location of each branch in Shanghai has been carefully considered. Regardless of the size, the composition of the store is based on the central kitchen and spreads to the surroundings. The decoration with industrial minimalism highlights the relationship between food and diners. The restaurant uses a small two-seater and wooden long table for multiple meals, equipped with a QR code, which reduces queuing conflicts caused by ordering and payment, and accelerates the flow of consumers. Moreover, B & S uses simple, larger plates to hold food, giving people a sense of richness and variety.
PROFESSOR LEE shows the interior style of a pottery kiln. The overall environment is very dim, as if hiding in the cultural and creative K11 Mall, without breaking the overall bright and artistic tone. However, on the wall inside the restaurant, there are a variety of art works to promote modern art and pottery, inspiring the cultural atmosphere in line with K11. As a well-known cultural and art business district, K11 provides sufficient passenger flow, and naturally provides a variety of leisure and entertainment zones for the queue of people. This estaurant has no branches, so even in such a fascinating location of commodites and exhibitions, people still have to wait for nearly an hour and a half to be seated. PROFESSOR LEE is famous for its creative Korean ingredients. The mixed dishes are brightly colored, mostly red and yellow, and under the only light source directly above each table, they are particularly coveted. Such lighting settings naturally lead consumers to take pictures of more food instead of themselves. Therefore, the large number of food photos presented on social media is more effective in marketing the consensus that “food is so delicious that there is no time to take pictures”.
BANDIT embraces a variety of interior styles and functions, and is not full of tables and chairs like other Instagrammable restaurants, but emphasizes the rarity and particularity of every element in the interior. Every moment in the pace is a good background for taking pictures, and the diversity of colors is adapted to completely different OOTD, which provides inclusiveness to different consumers. Moreover, its chain strategy is also unique, each of its branches has different themes and different dishes, even with different names. Obviously, consumers are more excited and curious about the endless choices, and can't help but go to every branch to explore. This form of diversion reduces the waiting time, and on the contrary enhances the pleasure of consumers at each time.
TO FA TO is a very typical Hong Kong-style internet celebrity restaurant. Unlike the brand's previous unified Hong Kong- style retro decoration, the style of branch has changed drastically. The newly upgraded estaurant adopts art gallery-style, two super- shocking LED curtain walls, rainbow corridor, a whole wall of image IP, etc., advanced black, white, gold color matching for taking pictures. As the epidemic progressed smoothly, TO FA TO launched the WeChat applet for online queuing to avoid the large crowds, but the waiting time does not decrease as a result, with an average of about 1.5 to 2 hours. Due to the long waiting time and the large number of guests, the special set-up scenes are invalidated: because no matter what the angle, the shots are always full of others' heads. Perhaps for this reason, this new branch has developed 20 kinds of new dishes and new tableware as alternative gimmicks, but the food are really far from satisfactory. At the same time, the restaurant's live photos and social media photos demonstrate the hugest difference. Obviously, for marketing purposes, the merchants emptied the venue, found well-dressed models, selected filters, and attached various tags.
Sinan Road is one of Shanghai's 11 historical features protection areas. When people pass under the plane trees, they will inadvertently get a glimpse of history from the garden houses on the side of the road. ANTIQUE GARDEN is one of these garden houses. The predecessor of this coffee shop is actually an antique shop. Shopkeepers often entertain guests with coffee or tea in the shop, which often makes people passing by mistakenly think that this is a coffee shop. The space in the cafe is small, and different types of artworks are naturally divide it into d i ff er e n t z o n e s . People in it will easily fall into a static, thinking state. When people occasionally turn their heads, what they see is a different scene. This shop does not need to queue much, the passenger flow is very slow, but the price is too expensive, a small piece of food can also make people stay here for a long time. This seems to be another marketing method, relying on people’s mentality of “making the best use of each penny” and use the elegant environment to dilute the boredness.
Using large-sized tableware
Gathering of decorations Adding space for new objects for
makes the food delicate and the
pictures
picture full and splendid
Reducing partitions and the
Extremely dim environment; distance between tables and
Extremely colorful environment chairs to increase flow of guests;
Reducng privacy makes the
space public but noisy
Variety of tableware and All kinds of health, vitality, funny, Specific shooting scenes and
adaptability of food shape special hashtags endowed shooting angles cause imitation
in photosThe production of an Instagrammable space for any scope is similarily fixed as depicted in the manufacture line diagram. a.Drawings plugged in b.Become a general cube c.Divided into four sections d.Divisions generated e.Walls put into the cube f.Furniture selected from the category shelf and placed into sections g.Divisions taken out h.Bring the furniture together i.Paint the furniture j.Lighting set up k.Light-up l.Extra lighting taken out/ Inflate(neon lights) m.Ornaments selected from the category shelf and transferred n.Ornaments placed in o.Display area created p.Clean up q.Take picture, edit with filters and tags r.Upload on social media s.Glass covered added t.Welcome to the city!
Being instagrammable with popular styles and elements put a translucent glass cover on the design. Behind the well-defined photos, the space design is separated from the function and concept, neither creating a better environment in the real world, nor even really serving the photography in some cases. Therefore, based on the inevitable vigorous development of social media, what kind of presentation will we speculate about architectural space and its conceptual and theoretical development? Will “instagrammable” become the basis of the future of them? Isolated Instagrammable spots ashes themselves, leaving the rest of the city alive for architects to protect and innovate OR Isolated Instagrammable spots ahes the rest of the city, potentially encourages them to go through the manufacture line to become activated again
CONCLUSION
In our thesis, we Postman, in "Amusing However, we think this also
believe that image sharing Ourselves to Death", expressed represents a new architectural
social media platforms that "media as epistemology." trend. Architecture no longer only
will predominantly bring Text information, it is generally requires architects to design and
different developments in directional, dimensional and produce professional construction
architectural configuration logical. Internet information is documents, but how to grasp public
and propagation mode. flat: the audience becomes less opinion from the online society and
However, in the past, printing interested in abstract thinking or embed it into architectural designs
media ,wire transmission careful reasoning unconsciously are also part of an architectural
and official websites were while indulged in the social media design. How to express architectural
largely utilized by architects world. opinion in the image era may be
and architectural critics in one of the most significant following
specific sections to explain The purpose of information developments in architecture.
architectural thinking through production is no longer to explain We speculate that the future of
architectural drawings and itself, and the internal structure is architecture lies not only in design
articles. weakened and disappeared by the changes, but also in how to promote
external demand of "good shot". and shape awareness. Architectural
However, the emergence design as one of the virtual
of social media has left the In this case, "traditional" commodities on social media,
comprehension method architectural thought believes that requires architects come back to
stacked by directional images serve for design; while in take control of how to integrate
information dispersed to social media time: designs and with the image culture, and help
audiences who are used to images largely, mutually influence construct a new awareness of
easily swiping their phones. each other, and at times even architectural aesthetics for the
conflict with each other, creating an public about “architecturally
embarrassing existence, especially instagrammable” in the future.
in instagrammable space. The
basic requirements of space design At the same time, we also leave this
indicate preferential treatment of question to everyone: what is an
photos and the design concept “architecturally instagrammable” in
must be clearly placed on a surface your mind?
visible to the masses.You can also read
