MARCH, University of Cincinnati, 2012, Design, Architecture, Art and Planning: Architecture
Libraries remain vital institutions despite changes in resources and use. Specifically, the branch library must address the challenges and opportunities of its associated community. In reaching this goal, identity and traditional functions hybridize in order to redefine the institution's vision. Research into multi-functional libraries and retail stores illuminates the library's potential to adapt through environmental branding, and envisions spaces sensitive to the unique DNA of the brand. The methodology for designing the branch library as a branded environment includes selecting brand touchpoints, structuring the site, and expanding the program to more fully engage the needs of the community.
The thesis design proposal, located in Avondale, a Cincinnati neighborhood that lacks convenient resources and struggles with crime, will overhaul a 100-year-old Carnegie library facility in order to increase its prominence within the community. In the manner of Tschumi's la Villette “follies,” 16' x 10' red library cards mark the cardholder's journey across the site, focusing on five functions: technology, entertainment, nourishment, learning, and community. The proposed buildings link the site response while providing settings for technology resources and community gathering. This proposal addresses how the brand of the Public Library of Cincinnati and Hamilton County can be propelled into the community, transcending the conventional library. The research and design suggests opportunities for other PLCH branch libraries to increase brand engagement, each in accord with the specificity of its neighborhood, facility, and cardholders.
Committee: John Eliot Hancock MARCH (Committee Chair); Jeffrey Tilman PhD (Committee Member)
Subjects: Architecture