The External Form Design Of Commercial Complex Based On Cinematic Visual Experience Of Architecture

It plays a more and more crucial role in our daily life as visual features and components stand out from other cultural ones in the vision society, so that in construction field, the commercialization of building will follow with the spread of space and consumerism caused by visual culture in background of globalization. For commercial complex, the pursuit for economic interests and combination with consumer culture are the industry standard of market operation, reflecting intense visual trends. However, many of these external designs stay on the superficial level of picture, including image games, imitation plagiarism, environment ignored, convergence of architectural culture, excessive pursuit of plane effect, and emphasis on composition, which makes designs formalized and under the set. Plus, psychological strategy of promotion and immediate way are usually adopted in design, such as plane, elevation and patterns of separated forms with static perspective and preference of virtual viewpoint. It makes the space effect quite different from beautiful drawings, lack of sense of dimensions, insufficient perceptual experience, difficult to arouse the potential and capability of perceptual experience and so on. That is to say, the commercial complex becomes image product out of the depth and realistic. The reason is that designers emphasize less on the subject value of human, especially the part of perceptive way, like scientific and systematic analysis and design. Critical intervention, attaching importance to subjectivity of human, provides a new idea and strategy for the design of commercial complex and integration among urban, construction and human.Architecture and its visual experience is obvious narrative, and the purpose is to let people watch, experience and understand the architecture on the move, and make these experiences as a series of events. Architecture is a visual experience and a form of space and physical together. As much familiar with the construction, film is a kind of narrative art, of which narrative cognition to analyze and study the cognitive experience, to a certain extent, can be applied to the design of the commercial complex. On one hand, it rises the involvement of the commercial complex design to the level of methodology instead of generalization; On the other hand, it provides visual experience of commercial complex with new viewpoints and design methods.Drawing lessons from "narrative theory, narrative structure and view shot" in the movie narration and "screenwriting, filming, editing" in video production, the paper guides the external design of commercial complex with a mutual fusion of the arrangement of visual experience, conception and design for scene and edit in operational way. Narrative structure can effectively control the chaotic external morphology of architecture and layout the elements of space into a visual experience with logic and tension. Intervention of narrative structure means the addition of the cinematic story, stimulating consumer with various experiences, the possibility of thinking and feeling. Through visual experience, the relationship between the user and space of places will develop to construct the place spirit.