Drawing the room | Drawing within the room

This project report outlines ongoing collaborative design research that addresses aspects of architectural drawing, in particular scale and time. This project is discussed through the lens of the inhabitation of drawing: in both the making of, and encountering, drawing. ‘Drawing the Room | Drawing within the Room’ (2019) couples projective drawings with post factum documentation – or creative post-occupancy data – of built houses. Using motion capture technology, the movements of inhabitation are captured and translated to line work animations. The resulting drawings of inhabitation are projected full-scale, exhibited in the space of the architectural office, the site of conceiving and production of both drawings and architecture. Using the architectural office as the space of installation and exhibition presents a practice for acknowledging and engaging with these spaces of creativity, beyond casting the office as commercial space. The project explores contemporary performative drawing practices within architecture and considers the ways in which bodies and drawings interact. This work highlights the fundamental importance of lines within architecture, not as demarcation, divider or indexical references, but as temporal traces of bodily movement.

Toward an understanding of brand sexual associations

Purpose – This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective. Design/methodology/approach – An exploratory qualitative analysis based on 18 semi-structured interviews was conducted. Following symbolic interactionism and inter-subjectively reflective approaches, three main methods were used: interviews, projective drawings and a pen-and-paper exercise. Findings – The results of this paper strongly confirm that a brand is perceived by consumers as having a sex, a gender and a sexual orientation. These findings point toward a crucial distinction between these three constructs. Construct conceptualizations are developed and definitions are suggested. Nine antecedents for brand sexual associations are studied. Research limitations/implications – French subjects constitute the sample. Future studies might investigate the transferability of our results to other cultures. The three constructs broadens the existing brand-as-a-person metaphor and brand gender literature. Practical implications – Managers need to consider the construction of their brands’ sexual identities, namely, the sexual associations that brand strategists desire to create and maintain. The study of the antecedents of brand sexual associations provides brand managers the opportunity to manage actively those specific types of associations. Originality/value – This research contributes to the brand-as-a-person metaphor and to the brand gender literature with new insights about the nature and structure of brand sexual associations. This paper moves the conceptualization of these constructs forward.