Space as Context
There is no such thing as a project standing in emptiness. Beyond the semantic context, each project is embedded in a spatial context. Space is the key medium in which, by which and for which we think and plan. Space that gives the story its structure. Space – whether we are talking about the three-dimensional space of architecture, or the two-dimensional space of graphic design- itself is used as a tool and can orchestrate all other means for a coherent and integrated transmission of the message. The physical dimension of the space, the atmosphere, the articulated narration and the dramaturgy, are the four parameters which determine and organize the narrative potential of space. Each of these spatial parameters relates to a specific quality of the space, and in consonance with the other parameters, enables access to the semantic content. The interaction of spatial parameters in an subtle and interesting dramaturgical setting that enhances the acceptance of the story and its message.