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Abstract
This thesis explores the potential of Neo-traditional architecture as a mechanism for creating a sense of attachment in people’s minds to an existing local brand of architecture. In particular, it looks at whether the work of Florestano Di Fausto (1890-1965), as expressed in three Libyan designs of the 1930s, is successful in achieving the goal of being perceived as local, aesthetically pleasing and modern/up-to-date, in the view of both the laypeople and architects of an area. The response of laypeople and architects to architectural forms as a representation of different architectural trends/theories/ideologies has been the focus of study for many scholars. These studies have been consistent in identifying the differences in interpretation of laypeople and architects in their understanding of a building’s appearance. This thesis examines the ‘inherent image’ laypeople have of their locale which may be in conflict with global architecture.
This thesis also introduces ‘brand design’ as a basis for architects’ creative thinking in design. It introduces Personal Construct Theory (PCT) for assessing people’s perceptions of a building’s appearance through the use of sci:vesco as an innovative Repertory Grid Technique (RGT). It investigates the building qualities contributing to laypeople’s positive emotional connection with their locale. A sample of 95 subjects participated in this study, including laypeople and architects (aged 19-70) selected from the three Libyan cities of Tripoli, Ghadames and Yefren which are located in different climatic, geographical and cultural regions. Each city has a unique vernacular architecture.
Results showed that a different architectural ‘brand image’ exists in each locale and that the inhabitants of each city have an ‘ideal image’ of their built environment. They also showed that laypeople and architects similarly perceived Di Fausto’s Neo-traditional architecture as local, aesthetically pleasing and modern/up-to-date because it was designed with respect to the ‘inherent image’ of their locale.
The findings of this study contribute to our knowledge of meaning in architecture by introducing Neo-traditional architecture as a brand design mechanism for architects’ creative designing. The outcomes of this thesis suggested this architectural paradigm is a worthwhile model for learning and practicing architectural design. It also shows that the PCT-based research method is useful in studies of the built environment.