towards a narrative-oriented approach in media architecture design
This paper proposes a narrative-oriented approach in media architecture design, which encourages people to get involved and interact due to the scenario rendering characteristics of the space. In the context of current digital media technologies, this paper begins by reviewing the postmodernism architects' vision of architecture "as signs and systems" which represent its "characteristics". One question that is raised is: Within the limits of technologies, to what extent, can we integrate narratives in media architecture to fabricate a comprehensive user experience, through which the building's characteristics are better represented and the branding message better delivered? This paper then, endeavors to find answers and solutions to this challenge within three case studies of ongoing media architecture projects, in which the narrative methodologies are integrated with interactive digital media design.
media architecture programmatic narratives real estate branding