Iconic Surfaces: A Graphic Narrative in Three Dimensional Form

In the contemporary definition of the role of graphic design and architecture, the thesis aims to explore the point of convergence between branding and graphic design in spatial architectural design. By finding the common threads between the three disciplines, the nuanced concept of flatness in architecture has revealed itself. Mark Wigley, in ‘Multiple Signatures’ by Michael Rock suggests, “Think graphic design not as gift-wrapping of an existing or proposed design, but as design itself. Construction, even.” “Iconic Surfaces” challenges the perceptions of architectural space by introducing symbols as dynamic, non 2D-elements that start to inform design, as opposed to their conventional role as mere titles of spatial ownership. Central to this question of flatness in architecture is the recognition of symbols as a universal language, sparking an interest in their use beyond mere representation and surface treatment. Situated within the context of the Water’s Edge building in Los Angeles, recently acquired by Nike for a major expansion, the project aims to redefine architectural space by integrating graphical elements into the built environment. With plans for the Water’s Edge building to serve as a gallery and exhibition space, reimagining its use from a typical retail store program, the project aims to foster creativity, innovation, and community engagement.