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3.4.3 La Central, New York, NY One of the challenges of rendering such a large-scale project is choosing views that capture all of the important elements of the proposal. Aerial views were chosen to illustrate the landscaped elements of the roof, whereas street views incorporate the community amenities—such as the YMCA—that will be part of La Central. Input from these community groups influenced various architectural and landscape elements of the project and these elements can certainly be seen in the project’s renderings, but ultimately FXFOWLE acted as the sole art director for the exterior rendering shown here. 9 project office type size image by client process purpose time frame software fee ownership La Central (New York, NY); residential, retail, community amenities FXFOWLE Architects (New York, NY) Architecture and Planning 132 employees 7 BezierCG, 2013 FXFOWLE, architect Art direction by FXFOWLE consisting of 3-4 rounds of revisions Submission to an RFP by NYC Department of Housing Preservation & Development, image also circulates in online press. Image supplemented with site analysis and photographs, proposed site plantypical floor plans-elevations 8 1 week 3D model (Rhinoceros, model and views provided by FXFOWLE), 2D rendering (3DS Max), postprocessing (Photoshop) Not available Not available 184 185
3.4.4 TerraSol, Salt Lake City, UT Founder Brent Bowen often works with developers to create marketable images of large residential developments. These images are intended to sell the unit to potential buyers after it has passed the civic approval process. While images for approval usually address the project’s relationship to its surroundings, marketing images aim to create drama and desirability. For these reasons, small artistic liberties are taken when rendering the project, such as including furniture or slightly shifting a wall in order to achieve a more strategic view. These minor changes and additions do not affect the overall design but also do not necessarily reflect a truthful spatial experience. 10 project office type size image by client process purpose time frame software fee ownership TerraSol (Salt Lake City, UT); residential Bowen Studios (Salt Lake City, UT) Rendering and Visualization 10 employees Bowen Studios, 2011 Garbett Homes, developer Multiple rounds of revisions to develop overarching rendering style for project Marketing material (online, print). Image supplemented with site-unit plans and exterior perspectives 1–2 weeks to develop style (including collaboration with client); once style is established, renderings can be completed (independently) in 6 hours 3D model (SketchUp, Revit, AutoCAD), 2D rendering (3DS Max), minimal post-processing (Photoshop) Approximately $1500 for the first image, $800 for others in similar style Image is owned by the client but Bowen Studios can use it for its own marketing; Bowen Studios requests credit only in newspaper or magazine articles 186 187
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In 2013, in the United States, the
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The Temple Hoyne Buell Center for t
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Preface The Art of Inequality: Arch
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Introduction What is inequality? Or
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to tangible evidence drawn from rea
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1.1 Defining Inequality Jacob Moore
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ership rate, this became especially
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26 27
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1.1.4 Race in Place Since the late
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American Apartheid (Cambridge, MA:
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Perhaps predictably, the practices
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According to the CEA’s narrative,
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additional direct provision of aid
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22. U.S. Census Bureau, Statistical
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and renovated instead of demolished
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Residents displaced by the redevelo
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Page 47 and 48: Part 2 Architecture 90 91
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