Name: Billboard Building

Their concept was therefore to design a building that would in effect become an occupied facade and their treatment of this would ensure that the shop would advertise itself as effectively as a billboard. Just look at it. Their multi-disciplinary practice encompasses architecture, interiors, public spaces and installations. One of the most striking qualities of this building is the legibility and resolution of its concept. This idea should be understandable not just to the architect but to the people who walk past and who use the building. The project
Klein Dytham architecture work in a rapidly changing city with an appetite for stylistic innovation and few aesthetic restrictions. Connections can be made between different strands of thought from other designers, encouraging a more dynamic and reflective discussion of ideas than would occur at a conventional lecture or crit. It is an informal event where a group of designers, in front of an audience, are asked to talk about 20 images, each shown for 20 seconds (see www. This is a simple way for designers to show their work and reveal the conceptual ideas behind it. Architecture is all about the visual; you never find a note inside that describes the concept. See it.’
The Billboard Building demonstrates very clearly how architects can make creative use of an architectural concept. In their book Klein Dytham architecture — Tokyo calling,
Astrid Klein explains that ‘We don’t want to be elitist and our approach is far from academic. org). Klein Dytham architecture recognised that the slender building would be almost entirely facade and that this was a condition similar to the billboards nearby. Their response to this demanding environment is to create architecture that is memorable through the ideas it communicates: the building may be short-lived but people will remember fondly the positive message that it projected. This approach requires the creation of inventive and engaging architectural concepts that convey a clear message about what and who the building is for. This case study illustrates their approach to developing an architectural concept and applying it to both develop a design and communicate it to the building’s client and users.