USC JIMMY IOVINE & ANDRE YOUNG ACADEMY

ARTS, TECHNOLOGY, AND THE BUSINESS OF INNOVATION

ABSTRACT

The USC Jimmy Iovine and Andre Young Academy for Arts, Technology, and the Business of Innovation completed its third academic year Spring 2017.  Through a cohort experience, students train with leading professionals under a bachelor’s of science degree as inventors in business, art, and technology.  Currently, the academy occupies a single floor on the main USC campus.  As a flagship location for USC, this project seeks to expand the program with a new building in the heart of Downtown LA.  The department admittance will be raised from 30 to 80 students per year; allowing 320 students to live, learn, and work in a vertical academic environment.  All amenities including dormitory housing, commissaries, and facility administration will be provided.

In order to facilitate this community, the project is broken down into connectors and identifiers.  The connector, is a structural system that acts as a synthetic cloud, aiming to physically connect the entire project.  In this case, the connector is a re-imagined 3D space frame system which structurally supports and hosts in the infill buildings.  The identifier, is a series of façade systems that express individuality within the project.  In this case, the identifier is broken down into three levels of identification.  The first level of identity seeks to support the building in the larger context of South Park.  The second level of identification seeks to support the school in the context of the building.  The third level of identification seeks to support the individual in the context of the school.

NARRATIVE

-The Façade-
This project focuses primarily upon the building façade. Façade, is a French word meaning “frontage” or “face”. In architecture, the façade is predominantly a non-hermetical application found along the exterior of building. From a design stand point, the façade may be the most important and most costly aspect of a building. The façade not only sets the tone for the rest of the building but plays a key role in place making for a neighborhood or city alike. In many respects, the façade may be used for multiple roles including but not limited to; aesthetical appreciation, weather acclimation, or
hermetical enclosure.
A façade can be broken down into 5 basic categories that help to illustrate the construction method, application, and purpose of the semblance. These categories include; 1) Hermetical/Second Skin, 2) Structural/Non-Structural, 3) Aesthetical/Performative, 4) Attached/Detached, 5) Spatial/Abstract.
When designing a façade, one may use these categories to help narrow down its purpose. Once attained, these categories will help to inform the cost and application of the façade upon a building.

-Hermetical / Second Skin-
The first category is arguably the most important for it clearly defines the purpose of the façade. A hermetical façade is one that encloses the building and protects it from the outside elements. Hermetical is a related Greek word meaning fusion. In Architecture, hermetical refers to a threshold that is airtight or sealed from one boundary to the next. A second skin is one that is attached to or separated from the enclosure acting as a rain screen or other aesthetical component. From a design stand point, it may be more cost effective to combine the aesthetical façade with the hermetical en-closure. This however may limit the composition of the façade as the requirement to seal may hinder any large formal moves along the enclosure.

-Structural / Non Structural-
The second category defines the system by which the façade is physically held. A structural façade is fully capable of standing without the need for an attachment to the overall building. In many cases it may actually hold up the building completely. A non-structural façade needs to be supported by the building for its method of construction is not robust enough to hold itself separately. There are few cases of the façade actually performing as the structural system for the building itself. Moreover, structural facades typically hold themselves on their own but in many instances are attached to the building for the purpose of lateral bracing.

-Aesthetical / Performative-
The third category is the most widely debated in the architectural community. Aesthetical façades are usually attributed to projects with outrageous budgets; such as designs done by the offce of Frank Gehry. These façades are attacked for being “wasteful” and pretentious displays of elitist power. On the other hand, these façades become the most impactful and critical infrastructural elements cities may attain. A city may transform its identity with the installation of a famous architectural element. Again, the environmental cost and impact of these semblances have varying effects across communities and income levels. A performative façade is one that may be attributed to an environmental approach or Leed certifcate to help become a positive impact in the life cycle of a building. These façades may include weather sequestration, sound buffering, and solar production.

-Attached / Detached-
The fourth category defines the method of attachment a façade will have. This delineation revisits the second (structural/non-structural) level but serves as a double check once past the aesthetical/performative tier. It is important to note that a façade will need to be braced for lateral purposes including instances of wind or seismic activity. An attached façade is one that is fully or partially attached to the building. These façades have a physical adjacent relationship to the face of the building and may explore unique opportunities for attachment and joint design. A detached façade is one that is fully separated from the building. In this case, the detached façade must be structural, as in category two, in order to support itself. Detached façades have a non-physical adjacent relationship to the face of the building and may seek to separate itself in spacious and grand ways.

-Spatial / Abstract-
The fifth category seeks to outline the physical attributes of the façade. A spatial façade usually begins with a feld of objects. These objects may be articulated and attached in similar or various ways according to some external factor. These factors may include programmatic, solar or wind orientation, and marketing or street viewable instances. Spatial façades are usually the most cost effective solution as the parts can be manufactured easily with repeating components. An abstract façade is in most cases rare as it will tend to cost more money. These façades may be more sculptural and experiment with new materials and construction methods than a spatial façade.

-Thesis / Theory-
This project seeks to establish community through the composition of façade elements. In order to create a sense of community, the project will juxtapose connectors and identifers. The connector is a structural façade system that acts as a synthetic cloud aiming to physically connect the entire project. The identifer is a non-structural façade system that expresses individuality within the project. If successful, the identifers will not only become communal gathering spaces but be-comeobjects that illustrate community against the context of the individual, building, and city alike.

-Precedent-
The Louis Vuitton Foundation by Frank Gehry was chosen as an aesthetical approach to developing community space through the façade. The building is constructed in a series of layers that are stratifed across the threshold creating programmable spaces. The façade directly affects the way in which the building is used. The Pencalenick House by Seth Stein was chosen as a performative approach to operable and self-identifable façades. A home owner can affect the exterior façade allowing the building to become a personalized expression of the user and shade interior spaces when necessary. The Green Pix Wall by Simone Giostra was chosen as a media approach to space activation. The façade is laid out in a spatial configuration allowing panels to expose spaces and hide others. LED fixtures on the exterior may be used for interactive or personalized displays. By combining these three approaches, the façade may better serve the users of the building and augment programmable spaces to create a more interactive community. Tom Barker, professor of Architecture at the University of Technology in Melbourne, addresses media as a key driver to thriving urban centers. “Media façades are a vital component in this upgrading process – active, interactive, mechanical, optical, electronic.” “Dull grey concrete is brought to life, new media begins to course through the veins of urbanism, finally the city starts to externalize one of Japanese architect Toyo Ito’s key themes: communication, networks, information layers."

SITE

-Site-
This project will be located on the North East corner of West 12th Street and South Flower Street in the South Park District of Downtown Los Angeles. The address of the proposed site will become 1200 South Flower Street encompassing the current site of a Joe’s on grade parking lot. The 150 foot by 150 foot site is situated along two one way streets, an alley, and a newly renovated adaptive reuse loft project. To the West, South Flower Street allows one-way traffc heading in the South direction. This street also encompasses the Metro Light Rail Blue Line, which has a station approximately 300 feet south of the project site. To the South, West 12th street allows one-way traffic heading in the East direction. To the East, a 20 foot alley way bisects the block North and South and may be accessed from (West 11th Street) to the North and (West 12th Street) to the South. To the North, the Flower Street Lofts include Mondo Downtown Research a qualitative recruiting firm that supplies the Market Research Industry with respondents. This 80 foot tall building was remodeled in 2003 with an updated façade encompassing 91 premium lofts. Although this project was recently remodeled, there may be an opportunity in the future for a high rise tower to take its place. Therefore the North edge of the project site will take into consideration the addition of a future tower.

-Zoning-
The one half acre site is located in zone R5-4D-O. The term R5 refers to the highest Residential Tier allowed in the zoning code. Allowances include opportunities from R1-R4 in addition to Clubs, Lodges, Hospitals, Sanitariums, Hotels, Schools, Churches, and Care facilities. The term 4D refers to the height district allowed in the zoning code. Allowances included in this criteria do not limit the height of the building. For the time being, the city of Los Angeles allows an unlimited unrestricted height in this area. The O term refers to Oil Drilling under Supplemental Use District. Albeit a dangerous enterprise to the surrounding neighborhood, oil drilling may be allowed due to the economic incentive the city may acquire through permitting and taxation. The Floor Area Ratio in this district is 13 to 1. The buildable area of (150 ft. x 150 ft.) site equals 22,500 Square Feet. The max Floor Area Ratio (13 x 22,500 sq. ft.) thus totals 292,500 square feet.

-Incentives-
The City of Los Angeles Department of City Planning issued a ZI No. 2385 Greater Downtown Housing Incentive Area allowing the modifcation of several code sections for projects as defined in Council Districts 8, 9 and 14. The maximum allowed unit per lot area was eliminated providing unlimited density within the relevant Floor Area Ratio. All set back and yard requirements are eliminated. The Buildable Area and Lot Area shall be considered the same. The percentage of private to common space requirements are eliminated as long as the total per-unit open-space is provided. The following bonuses shall be permitted provided that the project allots a combination of 5% very low income and either 10% low income, 15% moderate income, or 20% workforce housing. Included is a 35 percent increase in total floor area. This increases the Floor Area Ratio to (292,500 sq. ft. x 1.35) 398,925 square feet. The delineated floor area now excludes public areas accessible to all residents, common areas, and unenclosed architectural features. The required open space has been reduced by one half. No parking spaces shall be required for dwellings set aside as low income housing. No more than one parking space shall be required for each dwelling unit. All bonuses and exemptions must comply with the Urban Design Standards and Guidelines issued by the City of Los Angeles Department of City Planning.

-Special Permits-
The City of Los Angeles Department of Building and Safety Inter-Departmental Correspondence issued a ZI No. 1117 special permit requirement for projects within 100 feet of a Metro Rail. Construction activities including delivery of concrete materials, erection of exterior scaffolding, demolition, borings, tunneling, seismic retrofitting, excavations, telephone lines, new structures, and additions to existing structures must go through a city inspection outlining the potential effects towards the infrastructural integrity of the Metro Rail.

-Exemptions-
The City of Los Angeles Department of City Planning issued a ZI No. 2452 Transit Priority Area (TPAs) Exemption to the Aesthetics and Parking within TPAs pursuant to CEQA. A project site shall be considered to be within a Transit Priority Area if all the parcels have no more than 25 percent of their area farther than one-half mile from a major transit stop. All visual aspects located around the site including resources, character, shade and shadow, light and glare, and vistas or any other aesthetic impact as defined in the City’s CEQA Threshold Guide shall not be considered an impact for projects within TPAs pursuant to CEQA. All parking installations within the project area shall not be considered an impact within the TPAs pursuant to CEQA.

-Opportunities-
This site is poised for a unique transit oriented development. Its current use as an on grade parking lot allows a very low cost demolition plan. Being a corner lot, adjacent to the Metro Light Rail Blue Line, there is an opportunity to cantilever a performing art installation over the catenary power lines. Two stops down the line is Exposition Park. With the Coliseum, Science Center, and USC close, there is an opportunity to provide a USC extension school where students are able to easily transit from one major district to the other. A reduction in parking demand allows for a larger building without the requirement of multiple floors of underground or obnoxious above grade parking. The adjacent alley way makes it easier for resident’s automobiles to enter and exit the property without the fear on oncoming traffc. The site is a two minute walk to the Metro Light Rail Blue Line and Oceanwide Plaza. The site is a five minute walk to the Civic Center and Staples Center. The site is a ten minute walk to LA Live and other great amenities. Two blocks north is the Fashion Institute of Design and Merchandising which suggests a strong young adult culture. The site is located in a rich historical core of Downtown Los Angeles with an emphasis in adaptive re-use and public art installations.

-Circumstances-
The project site is relatively small which suggests that housing may not be the highest and best use of the property. The water table sits just about thirty feet below the surface which may limit parking or increase construction costs. Due to the nature of the surrounding sports and mall facilities, noise infiltration may be an issue. currently Downtown Los Angeles is perceived as lacking cleanliness and safety. There is a lack of design continuity as the city is struggling to evaluate it identity. There is about a fifty percent vacancy rate among high rise office towers. The city’s grid is more in decay than in re-development. There is a lack of mixed retail and attractor stores which help ground a presence for those who live nearby. Aside from the Metro Light Rail Blue Line, South Park is one of the worst districts for traffic congestion. In addition, there is limited bus service on the weekends.

-Demographics-
Generation Y, or those who are born between 1980 – 1999, will constitute the largest age group in the country. In October 2016, the Urban Land Institute issued its annual survey on demographic trends highlighting that within the next 10 years, generation Y will constitute the creation of 12.5 million new households with 7.3 million expecting to rent. To account for this, construction companies are developing an estimated 13 million new housing projects. Over the previous decade, government tax programs, laws, and investments have boosted home ownership by 15 percent and caused a 20 percent decline in birth rates. Similarly, America’s foreign born population doubled from 1990 to 2010 resulting in 44 million immigrants living in the United States in 2015. At this current rate, the immigrant population will grow to 52 million by 2025. More than 1 in 7 residents will be immigrant born with an increasing number arriving via airplane seeking higher paying jobs. In 1990 Congress created the EB-5 Program which allows foreign entrepreneurs expedited citizenship if they make a minimum five hundred thousand dollar investment in the U.S. economy. Many of the mixed-usemid-rise developments are catering to this over-seas clientele refecting in an estimated 50% foreign ownership within these projects. The density in downtown LA will continue to grow from the infux of Generation Y and foreign investors. These groups will choose to live in mixed-use mid-rise developments with an estimated sustained reliance on automobile transportation. Communities will strive to grow and flourish in higher density environments creating a new set of challenges for architects and planners.

PROJECT SUMMARY

-The Client-
After careful consideration, the selected client for this project is the University of Southern California. The school’s relative proximity to the site via the Metro Light Rail Blue Line and desire to have a lasting impact in the Downtown district suggests that USC is the optimal choice. There is a unique opportunity for USC to create a flagship location in the heart of South Park. The highest and best use would be a dedicated department poised for growth and experimentation.

-The Partnership-
Jimmy Iovine is the founder and chairman of Universal Music Group’s Interscope Geffen A&M Re-cords. He is well-renowned for his ambitious and visionary talent in the music industry. Some of his clients include John Lennon, Stevie Nicks, and Lady Gaga. Andre Young, also known as Dr. Dre, began his career as a DJ from South Central Los Angeles. He co-founded N.W.A and launched Aftermath Entertainment. Some of his clients include 50 cent, Eminem, and Kendrick Lamar. In 2006 Iovine and Young partnered together creating Beats Electronics; introducing premium headphones, earphones, and speakers. In 2014 they launched Beats Music, an audio subscription streaming service. Following that same year, Apple acquired Beats Electronics. In 2013, Jimmy Iovine and Andre Young donated a $70 million dollar endowment to the University of Southern California to create The USC Jimmy Iovine and Andre Young Academy for Arts, Technology, and the Business of Innovation.

-The Academy-
At the junction between three fundamental disciplines: art and design, engineering and computer science, and business and venture management; establishes a unique opportunity to explore and innovate. The academy provides students with the opportunity to foster and grow ideas in a well-rounded academic concourse. Students are immersed into critical thinking and collaborative scenarios with instructors and professional mentors aiding the process. The degree exposes students to every aspect of trade including design proposal, business management, and fabrication. Students are expected to work together in a cohort experience embracing the unknown in an effort to produce something brand new.

-The Potential-
The academy is in search of creative thinkers, entrepreneurs, and disruptors who’s innate ability to question the status quo will use their abilities to undertake groundbreaking research. The program awards a Bachelors of Science Degree preparing students to literally invent the future. Successful applicants include those with an aptitude for technology, systems, and leadership. Creativity and discipline go hand in hand as students are encouraged to explore and fail. Those who are cross disciplinary thinkers and innate problems solvers will take initiative as natural intuitive curators of the future. Successful students will be those who understand that the greatest of achievements are executed as a team.

-Need for Growth-
The USC Academy for Arts, Technology, and the Business of Innovation is a relatively new degree on campus. The pilot class began Fall of 2014 and will be graduating next year in the Spring of 2018. Many students are researching subjects and developing tools that extend far beyond the capabilities USC provides. Currently the department admits 30 students per year, whose work is done on the fourth foor of the Steven and Kathryn Sample Hall. Designed by Steinberg Architects, the fourth foor, known as the Garage, enhances creativity with collaborative and laboratory spaces. The room provides classroom, fabrication, and studio work space solely for students in the program. As the number of students increase there will be a need for the department to stretch its legs. Considerations for growth include added learning, model making, printing, presentation, fabrication, auditorium, material exploration, and enhanced digital media spaces. The department is beginning to hire full time staff for each concurrent academic year and will require additional offce and educational space per faculty member.

-Environment-
Los Angeles is known as the world-wide leader in creative media, technology, and fabrication. As a machine, Los Angeles is in constant generation of business, film, art, and entertainment. The world’s leading car design studios are located between Pasadena and Irvine. The West side is native to prominent film and video game production companies. The expanding “silicon beach” as well as Silicon Valley to the north is home to the world’s forerunners in digital start-ups and established technology companies. USC’s location provides a unique opportunity for students to take advantage of this “living laboratory” leveraging the industry’s top leaders of creative content. Students are able draw inspiration and acquire internships amongst a field of opportunity, insight, and collaboration. The University of Southern California strives to integrate knowledge across professional schools, providing a cohesive and multi-disciplinary course of study. Partnering schools include the USC Roski School of Art and Design, the USC Viterbi School of Engineering, the USC Annenberg School for Communication and Journalism, and the USC Marshall School of Business.

-Project Summary-
This project seeks to establish the Academy for Arts, Technology, and the Business of Innovation as a separate yet connected entity to USC in the heart of South Park. The building will become a flagship location for the university as a high-rise educational experiment. The proposal includes increasing the admittance rate from 30 to 80 students per year totaling 320 students in residence at any given time. The high rise building will provide; dormitory space for men and women, commissaries, amenities individual studio space, laboratories, maker space, enhanced digital media areas, lecture halls, educational facilities, presentation rooms, an auditorium, retail, offices, and administration spaces. Full-time staff and security personnel will service the building. Provided parking includes four stories underground and on grade bicycle storage. The building maintains a central elevator core with two glass elevators, four separated egress staircases, and a freight elevator to service the studio spaces. Two utility cores run the height of the building with restrooms adjacent upon each floor. The program units are hosted into the space frame as thermally separated entities. A central crane will service the building. The hosted elements are intended to be modular units that are fabricated offsite and craned into the frame.

-Student Projects-
Students of the Academy are provided with a digital symposium to share their work online under the guidance and title of the University of Southern California. Similar to a doctoral degree, student research is a critical component in driving this program forward; including discourse and presentation of unique topics and diverse disciplines in an online public forum. Their stories are shared online making them student leaders in these unique and exciting fields. Some senior project will include a re-engineering of a 1971 Corvette, a lifestyle clothing brand, and a battery cooled infant car seat.

-Program- 
The building can be broken down into 4 distinct zones; underground parking, podium deck, educational space, and housing amenities. The modular space frame requires that the system be divided into equal parts. Each level is 18 feet or 36 feet tall. The structural grid maintains a typical 15 foot and 30 foot separation. The underground parking garage is the only system that defines the grid requiring the use of grade beams to support the tower columns above. Located at the ground foor within the podium deck includes the retail, office, administration, commissary, auditorium, library, storage, security, maintenance, trash, utility, and mechanical spaces. The podium deck reaches 72 feet above ground level at the typical height of other neighboring high rise towers. This floor serves as the required public open outdoor amenity space. From the outdoor deck on up, the building is divided symmetrically into two parallel bars linked by social gathering bridges and circulatory spaces. These bars will be referenced as East Bar and West Bar.  Just above this deck, 36 feet to be precise, are the educational spaces. Being a four year program, eight floors are divided up into four distinct levels servicing learning and studio space for frst, second, third, and fourth years, respectively in ascending order. Each of the four levels includes two floors 36 feet in height totaling 144 feet of vertical educational space. Above the school are the dormitory units. There are eight levels of housing with 14 dormitory units and 2 restroom units on each floor. Each floor is 18 feet in height totaling 144 feet of vertical housing. The roof of the building is semi open and serves as a gathering space for special events and services. The open spaces between the symmetrical bars are exclusively for social gathering, gallery, and exhibition. At each floor, the symmetrical bars are connected via bridges. Bridges connecting the educational rooms are enclosed and serve as presentation spaces. Bridges connecting the housing units are open and serve as social gathering spaces. A façade installed along the North wall aims to shield the school from the possible addition of a future high rise tower. The façade undulates according to adjacent programmatic need. The main circulatory space bisecting the building maintains two glass elevators. These elevators service the entire building with bridges linking the East and West bars. Lastly, at the North and South ends of each bar hold vertical egress staircases servicing every foor at the four corners of the project.

-Underground Parking-
Four floors of underground parking serve as necessary space exclusively through ZI No. 2385 Greater Downtown Housing Incentive Area. Each floor will have approximately 67 spaces of automobile parking with a total capacity of 268 spots. Under the zoning code no more than one parking space shall be required for each dwelling unit. Therefore 112 spaces will be dedicated for dormitory units with the remaining 156 spaces dedicated as parking for office, retail, faculty, staff, and bonus for students who apply. The parking garage has two ramp designs. In order to maximize ground floor space a speed ramp is used at the north end of the lot to bring automobiles down 8 feet below grade in a linear span of 60 feet. The grade change includes 20 feet at a 10 percent slope, 20 feet at a 20 percent slope, and the remaining 20 feet at 20 percent slope. The remainder of the parking garage shall maintain a 5 percent slope allowing 12 feet of clearance in most spots. Four egress staircases are located at the corners of the parking garage which meet in section with the egress staircases from the tower. The main circulatory elevators enter and are accessible at each garage level.

-Podium & Deck-
The Podium and Deck maintains the public portion of the building. Visitors may access the school's gallery, admissions offce, and auditorium freely during open business hours. Retail spaces are solely placed at ground level along the Western façade facing South Flower Street and the Metro Light Rail Blue Line. There is an opportunity to maximize business visibility via automobile, rail, and foot traffc. The central space includes the main 500 seat auditorium. The outer façade of the building spills into the theatre through the roof and emphasizes the stage bisected by the glass elevators. The mix of materiality, light, and sectional quality create a dynamic and engaging space for lecturers and entertainment. The infill spaces flanking the auditorium are offce, commissary, library, and storage areas. Students and business professionals are invited to dine at the cafeteria. The roof of the podium serves as the required public open space for residents and students. This area looks into the auditorium below and may serve as social gathering or event space.

-Educational Space-
The eight foors of Educational Space serve as the essence of the building. These spaces are where innovation and education propel students to design the future. Among the eight floors, four levels are defined separately for frst, second, third, and fourth year students, respectively in ascending order. Therefore the first and second floors are dedicated for first year students, and so on so forth. Each level is then repeated for each subsequent class year. These two floors are connected but separated vertically with educational spaces below and studio spaces above. Picture the studio spaces as a circuit with vertical circulation to the educational rooms located in the center. Mixed in with the educational spaces are maker rooms, enhanced digital media spaces, and material exploration workshops. The studios above the educational rooms are completely open with individual desks for each student. Each bar will maintain 40 desks apiece with a total of 80 desks for 80 students East and West combined. The bridges that connect the East and West bars are fully enclosed spaces used for student presentations. The idea being that any geometry outside the normal hosted elements are exemplary of common social space. At the face of the building, these bars extend on the West side above the Metro Light Rail Blue line and on the East side above the alley. These extensions serve as gallery spaces for student work. The idea being that these extrusions make student work easily identifable from passerby’s at the street level.

-Housing Amenities-
The eight floors of Housing Amenities serve as dormitory and student social gathering space. Each of the 112 dormitory units are modular prefabricated blocks that slide into the space frame. The intent is that these would be fabricated offsite and craned into the building. Each unit supports three students including a bed, storage, and table space for each individual. An 18 foot module allows these units to become multi-height spaces. Each unit is designed with a super furniture typology. Sleeping chambers are built into onto the north side of the unit with a staircase installed along the south side. Desk space mimics the sleeping chamber located just above with enough room for multiple monitors and extended storage. All mechanical and electrical applications are built into the North side within the super furniture structure. With the majority of infrastructure built along the north side of each unit, contractors can effciently run HVAC and electrical lines to the necessary utility corridors. The bridges that connect the East and West housing bars are mostly open to outside. These bridges include spaces for gathering, relaxation, and lecture. To emphasize student life and create a greater sense of connectivity between the building, the program, and the individual, LED media panels are affixed to the space frame along the street. Students are invited to customize their personal LED panel illustrating their presence within the building. The idea being that as a student walks down the street he or she may identify and point out their unit based upon the media displayed on the panel.

-The Common Area-
The space between the East and West bars is known as the Common Area. The northern end of the common area is filled with bridges. Each bridge physical and metaphorically creates common ground where students may interact and present ideas. As noted above, the common area between the Educational Space are enclosed and used for presentation space. The common area between the Housing Amenities is a little less defined as a flexible space for social gathering. The façade installed along the North wall aims to shield the school from the possible addition of a future high rise tower. The façade undulates according to adjacent programmatic needs including a large 72 foot height projection surface that spans four floors. The bridges in this sectional area are staggered in an amphitheater layout to focus attention upon the opaque undulated façade. The southern end of the common area is the enclosed main vertical circulation space. The façade serves as an identifcation system for the building in the larger context of the South Park Neighborhood. Inside this space are two glass elevators and bridges that service the entire building. Along the top of the building, the geometry opens up toward the southern street façade with space for looking outward and enjoying views. The roof top amenity spaces utilizes this building element as the main entertainment venue for shows and exhibitions. In this regard, it is pertinent that this circulatory geometry becomes the statement piece for the building providing both building identity and useable social space.

-Curriculum-
The degree requires a total 128 units which include 56 core and 32 emphasis units. Within the core roadmap, students learn applied skills in theory, concept, and vocabulary of varying disciplines. The academy will hone students experience to focus on individual strengths and accomplishments. Students are required to select two emphasis courses from the included catalog; visual design, technology, venture management, audio design, and communication. Students are encouraged to seek other course offerings and apply for petitions in related felds. Lower division core units introduce students to innovator forums, rapid visualization, digital toolboxes, disruptive thinking, case study analysis, and coding. Upper division core units focus on concept and feasibility packages which allow students to see a project through from imagination to fabrication. Tuition is $69,711 per year.

-Emphases: Visual Design- 
The Visual Design curriculum takes a deep dive into 3D design, Web Design, Design Theory, Objects, and Typography. 3D Design introduces students to an investigative analysis in materials, tools and techniques that are specific to dimensional design in package, product, and environmental design. Web Design introduces students to a workshop environment where advanced software applications are taught to augment interactive design scenarios. Design Theory introduces students to a comprehensive history of visual media from 1900 to present. These include philosophy, language, story, graphic design, and principles of political and cultural signifers. Objects introduce students to the world of prototype and packaging, including 3D printing and fabrication. Typography introduces students to the world of visual communication through type, tradition, and experimentation.

-Emphases: Technology- 
The Technology curriculum focuses on programing and mobile application development. Courses include programming, C++, gaming, project development, professional application, web application, user experience, and security. Mobile Application Development introduces students to the construction of mobile app platforms from iOS to Android. Advanced topics and design development are taught including cloud integration, near field communication, wireless networking, monetizing, frameworks, and REST services. Data management and programming introduces students to C++ platforms providing a dynamic overview in data structure and algorithm construction. Students are taught to list, stack queue, tree, and hash tables. Mobile gaming courses introduce students to developing sprites, collision detection software, mobile input, artificial intelligence, and augmented reality. Students are invited to attend professional lectures and workshops with companies in related fields including internships and competitions. User Experience introduces students to the fundamentals of and practices of successful workflows and interactive design. Security introduces students to eCommerce vulnerabilities, online fraud, solutions, spam, and identity theft.

-Emphases: Venture Management-
The Venture Management curriculum includes business operations development, collaborative infuence, marketing, creative disruptions, innovation, venture capital, and strategic planning courses. Operations Development introduces tools and methods of design, production, and delivery services including techniques for planning, monitoring, and controlling dynamic projects. Collaborative Infuence helps students establish relationships and directing work flows. Marketing and Creative Disruptions introduces students to the principles of branding, consumer behavior in order to successfully market disruptively innovative goods, services, and ideas. Venture Capital introduces students to entrepreneurship and the evolution of financial analytics. Strategic Planning introduces students to the theory of organization. Case studies include analysis of industry dynamics, innovation capability, and implementation of business strategies. Students are connected with local business leaders with opportunities for internship and understanding.

-Emphases: Audio Design-
The Audio Design curriculum follows suit with Iovine and Young’s passion for music and culture. The course catalog includes advanced sound and audio study, digital recording and process, synthesis and sound design, and audio and media integration. Advanced Sound and Audio study introduces students to the history and components of sound, acoustics, psychoacoustics, microphones, mixers, interfaces, signal processors, chains, amplifers, loudspeakers, and audio-distribution systems. Digital Recording and Processing includes the principles and techniques of digital audio recording with an emphasis in mastering for multimedia consumption. Synthesis and Sound Design introduce students to the elements of electronic sampling, live, and found audio recordings for creative purposes. Audio and Media Integration teaches students methods and techniques for integrating audio into various media platforms including film, video, internet, mobile, and other digital applications.

-Emphases: Communication-
The Communication curriculum allows students an understanding in social communication and professional collaboration. The course catalog includes cultural communication, entertainment and the arts, business communication, projects for social change, and multimedia communication. Communication and Culture introduces students to various cultural institutions, ideologies, artifacts, productions, methodologies, and powers. Business and Professional Communication focuses on oral and written skills demanded by typical work environments. These include informative and persuasive speeches, interviewing, team communication, training, and material preparation. Entertainment and the Arts encourage students to explore the effect of digital technology within the entertainment business. Projects for Social Change introduce students to the theory and practical application of communication projects in international contexts. Comparable studies include relationships between technology, economy, popular culture, entertainment, and art.

-Disruptors Speaker Series-
The Academy offers CirriculumPlus, an interactive mentorship program that includes lectures, presentations, discussions, tutorials, and field trips introducing students to cutting edge developments in technology from industry leaders. Formats include hand-on learning through internship, workshops to critique students projects, and discussion forums to encourage critical thinking. The Innovators Forum Lecture Series invites guests to share real-world examples of projects giving students and inside look at the latest emerging developments. Field trips invite students to study and tour new environments allowing them to contextualize their work amongst industry experts.

-Precedent-
Emerson College, a downtown Boston school of oratory was founded in 1880. It is the nation’s only four year college devoted to the study of communication and performing arts. The school is internationally recognized in the fields of communication studies, market communication, journalism, communication sciences and disorders, visual and media arts, the performing arts, writing, literature, and publishing. In 2014, Emerson College opened the doors to its West Coast counterpart located on Sunset Boulevard in Hollywood California. The building, designed by Thom Mayne and his firm Morphosis, is aimed at a semester long exchange system for Boston students. The building acts as a point of connection between the program and the city of entertainment as students in
residence spend most of their week at local internships and community service practices. Alumni are encouraged to rent and utilize space providing students with hands on experience in real world scenarios. The building is comprised of two 10 story towers or bars, which house dorm rooms and visiting faculty apartments. Full capacity includes 217 student residences among 29 double rooms. Most students are required to find housing off-site. The towers are connected by bridges, a terrace, and sculptural central geometry housing conference rooms, classrooms, and offces. The façade is clad in motorized fins which undulate and respond to climate and local weather patterns; maximizing daylight, and minimizing overheating. Other program spaces in the building include; black box spaces, assembly rooms, dressing rooms, edition and audio labs, screening rooms, post production suites, a “distance learning room” connected to the Boston campus, an outdoor amphitheater and ground floor commissary open to the public. Included are four levels of parking with 246 parking spaces. Students are encouraged to utilize public transportation but are provided a single parking space each, albeit at the high price of tuition, is a luxury for those living in Hollywood. The campus offers a car sharing program on site with access to the Metro Light Rail Red Line and DASH bus routes. Tuition includes $28,000 per semester.

-Goals-
This project seeks to facilitate community in a vertical university environment. To do this, the project is broken down into connectors and identifers. The connector is a structural façade system that acts as a synthetic cloud aiming to physically connect the entire project. In this case, the connector is a 3D space frame system which structurally supports and hosts the infill buildings. The identifer is a non-structural façade system that expresses individuality within the project. In this case, the identifer is broken down into three levels of identifcation. The first level of identity seeks to support the building
in the larger context of South Park. The unique size and shape of the vertical circulation core acts as a beacon for the building among other projects in the neighborhood. The second level of identity seeks to support the school in the context of the building. As the outer surface of the space frame is broken, these cantilever moments signify gallery spaces; overlooking the street displaying student work. The third level of identity seeks to support the individual in the context of the school. The outer face of
each dormitory unit comes equipped with an LED media façade. Students are invited to customize their LED connected panel to light up along the face of the building. One may identify their dwelling from down the street by the color indicated from preference.

-Commentary-
Downtown districts in and of themselves are the proving grounds for change. In many ways, cities have become in competition with one another. New York City boasts its financial institutions while San Francisco show off its programmable prowess. Tokyo builds upon its physical inventions while Los Angeles produces some of the world’s greatest pieces of art. If every city were to categorize its most valued export or commodity, Los Angeles would be the world leader in creativity. From North Hollywood to Irvine, LA County hosts the world’s top manufacturing design and visual entertainment studios. Los Angeles, unlike any other city, is and was, built as a machine. Los Angeles is the prime location for prototyping architecture, as its identity has never been defined. The definition of Los Angeles is in fact the notion that it can mimic any other city in the world. In its perpetual search for this identity doing, Los Angeles has the ability to acquire avant-garde prototypes . Therefore, prototype is the identity of Los Angeles… just don’t tell anyone, we wouldn’t want to spoil the “progress”. On second thought, go ahead and start spreading that around… I think it will help the process move a little quicker. Los Angeles will never have to look like anything, or remain a certain way for the sake of nostalgia. It will always build atop its greatest achievements in the ever expansive path towards progress.

JUNE 2017