Ericsson Headquarters in Cyberjaya: Architecture Theory

Ericsson Headquarters in Cyberjaya: Architecture Theory 1.0 INTRODUCTION Serina Hijjas is a wellknown Malaysian architect and also the director of the Hijjas Kasturi Associates Sdn. She had 20 over years experience in this architecture design field. Serina took over her dad interest in this architecture field as her dad is also an architect , Hijjas Kasturi, the founder of Hijjas Kasturi Associates Sdn. Serina graduated with a Diploma in Architecture in University of Sydney and Bachelor of Science in Architecture from the Barlett School of Architecture in England. She was once an archietctural assistant with the Foster Associates, focuses on masterplan for King Cross for two years after her graduation. Later on, she decided to return to Malaysia and work for Hijjas Kasturi Associates focusing on conceptual design, contract management on retail, office building and commercial. She involved in Masterplan in Putrajaya. Serina Hijjas is the founding member of Malaysia’s Grren Building Index technical Committee, which she is very qualified with her experience and architectural background. The Committee acquires the professional membership of boards of Architects in Malaysia and it corporates with the member of PAM. One of Serina greatest achievement with her company was getting involved with the Putrajaya Masterplan design. Her company also work in many otehr plenty large scale projects such as the Masterplan Core Island Boulevard for Putrajaya and Putrajaya Convention Centre, Ericsson Malaysia at Cyberjaya, Telekom Malaysia Headquarters Building, ASEAN Instisture of Medicine, and much more. She has been very active in the area of Energy Efficiency and suatainability since her formative years of architecture practice in The Fosters, London. Besides getting involved in much of government projects, she has also gave much talk and be a good speaker in giving her speech and talks at various green architectural seminar. There are few awards that she had won during these 20 over years of experience which is the Asean Energy Efficiency Award for Securities Commission Headquarters, Bukit Kiara in 2001, Nominated for the Aga Khan Award for Telekom Malaysia Headquarters in 2004, Exhibited at the Royal Academy Summer Show, Tower Category for Telekom Malaysia Headquarters, 2nd Place International, Dubai National Library Competition in 2005, Asean Energy Efficiency Award for Telekom Malaysia Headquarters in 2005 and being nominated for the Aga Khan Award for Putrajaya Convention Centre in year 2006. ii.Project description The aim of this project is to convey and understanding of architect’s architectural theory through a direct observation and analysis of his projects. Each of the architectural elements in the chosen building will be broken down and matches with the relevant architectural theories. Besides that, analysis of the relationship between architecture and its social, cultural and intellectual context will be conveyed through diagrams and essay. iii. Building Introduction In this essay, the chosen building to be analyzed is the Ericsson RD Building designed by Serina Hijjas, The client of this project is the Ericsson. This building is the headquarter of Ericsson in the Asia country. The budget of this project was RM110million and it completed in the year 2002. Its the home of the Swedish telecommunications giant, is located in the Multimedia Super Corridor, Cyberjaya. This unique building, with a total air-conditioning area of 300,000 sq ft, houses state-of-the-art facilities for RD inventions.The air-conditioning system utilizes the chilled water from the district cooling (primary circuit) and is circulated into the building (secondary circuit) through heat exchangers. The state-of-the-art air-conditioning system installed in this building incorporates the innovative concept of raised-floor technology and precision air-conditioning system. (Effective Cooling Technologies,2006). 2.0 EXTERNAL FACTOR 1- CLIMATE Ericsson Headquarters in Cyberjaya has large overhanging eaves roof to prevent excessive sunlight to enter the building and affect the comfort level of users. The orientation of the building in the site, where the East west part of the building, is covered with long overhang eaves, act as a shading devices. The large overhanging roof at the sides of the building, having like a perforated type of roof, letting the sunlight to penetrates in the external spaces forming an interesting shadows of spaces. Large overhanging roofs at the entrance with full curtain wall creates a grand entrance. There’s also a tree structure roof at the entrance to gives a feeling of welcoming to the users at the same time as a shading device, protecting the users from sun and rain. The interesting roof at the entrance, having the glass on the rooftop, letting light penetrationg and casting light giving a bright and interesting entrance. The central courtyard of the building emphasizes on the penetrating of natural daylight into the spaces whereby the both sides roof having alittle of overhang for shading purposes. Greens, plants and trees were planted on the surrounding of the building to provide good ventilation and comfortable space. Trees planted along the road before turning into the main entrance of the building. The trees provides shades from the hot climate in Malaysia and also function in being green into the building, provides a comfortable and relaxing feeling to the user and passbyer. For good ventilation, cross ventilation and stack ventilation are being used to attract wind into the building. External Wind goes through from the windows towards the stairs forming a stack ventilation, whereby cross ventilation were form when the opposite sides of the windows are also being open, letting through the wind to goes in and out to ventilate the building spaces. 2.1 EXTERNAL FACTOR 2: ARCHITECTURE THEORY CRITICAL REGIONALISM Being a hybrid of Modernism and Regionalism, it embraces yet distances itself from both, aiming to cultivate a resistant, identity giving culture while at the same time having discreet recourse to universal technique (Frampton, 1983, p.20). Critical Regionalists are â€Å"opposed to mindlessly adopting the narcissistic dogmas in the name of universality, leading to environments that are economically costly and ecologically destructive to the human community† (Tzonis, Lefaivre 2003, p.20). Glenn Murcutt-Magney House (1984) Magney House is an example of critical regionalism. The house was constructed the regrowth of vegetation site where it is relatively wild and undeveloped. It has an external room which supports outdoor living out of wind but relatively integrated with the sun and the view. The effect of this space on the plan is liberating-This space act as a overturns of a conventional model of domestic enclosure and posits a much more redefined and spatially diverse alternative.(Metcalf,2012) An influence architecture of this building is by the critical regionalism. For the Ericsson HQ, it adapts the greenary of the site and added more greens, using light material and a more humanic scale to blend with the site and nature, with the influence of climate in providing shadings and ventilation to the building, the Magney house also uses the material on steel and glass as the light structure for the house, integrating with the tropical location. Ericsson HQ integrates with the site where the orientation of the building at the site, having an easy and obvious access towards the building. This is because the location of the building are having the free access from the main entrance of highway. People can easily have a view access to the building from the highway. Easy access from main highway to the main entrance of the building. The site are surrounded by greenery, having a beautiful scene along the road to the entrance of the building. The approach of nature towards the building focuses on the entrance, having a beautiful and grand entrance, having the water features and beautiful plants and trees to show and let people know the entrance of the building. The approach of greens into the building intergrating with the site to express the tropical location. The site are mainly surrounded by greens, therefore,to match back with the site, trees are being planted at the surrounding where it not only function as aesthetic purpose,but also intergration towards the site, act as shading from the hot climate and heavy rain, and gives a nature and tropical feels to the users. The building height also provides a humanic scale and environment landscape design to the site. The design of height of the building doesnt gives a fear and oppress feeling towards the users but a humanic scale, because of less and average height level of building. The materials used are mostly metals and glass. It brings a light feeling as the construction and material used are light, providing a permeability feeling to the users. High glass curtain wall are being used, allowing the natural daylight to penetrates in the building, protraiting a good energy efficiency. Less artificail lighting is neede to enlight the space in the building thanks to the uses of glass. The design are effective in not just providing natural daylight, but also to prevent excessive daylight into the building, overhanging roofs and also metal cladding in the facade are being widely used. The facade having metal cladding that not only gives shades to the internal spaces but also act as a aesthetic value to the facade design that suits the environment. Metal material are a good material as it is suitable to use in Malaysia, where manufacturer of metal especially aluminium are widely found in Malaysia, and is is more environmental friendly material compared to concrete o r bricks. 2.2 EXTERNAL FACTOR 3: TECHNOLOGY AND MATERIAL The material used in the building are mainly glass and metal. It shows a light and modern architecture style through the design, material and technology used. The buidling are energy effiency through the technology used in the building such as the air condition energy sources. The air-conditioning system utilizes the chilled water from the district cooling (primary circuit) and is circulated into the building (secondary circuit) through heat exchangers. The state-of-the-art air-conditioning system installed in this building incorporates the innovative concept of raised-floor technology and precision air-conditioning system. Besides that, glass material used allows penetration of daylight into the building, providing free natural daylight, reduces the uses of artificial light thus cost reduces not only in lighting cost but also in air condition(ventilation) vice. Therefore, it is a good consideration of design and strategy in designing on efficiency of the building and environmental. Framing the view of internal and external. Metal truss roof are used in the building where the lattice truss can support wide cariety of roof system due to excellent strength to weight ratio. It can weigh till span of 40m without need for intermediate support column.It allows the designers to have a greater flexibility when working to optimise internal space. Metal truss roof provides light construction, durable, long lasting, prevent pesticides, and doesnt need finishes. The structure used in the main entrance as a shading devices are known as the trees structure as the structure of support branches out just like a tree. It is also known as umbrella like structure as it opens up like a umbrella. This structure are light and also mainly use as shading devices in Malaysia along the Jalan Bukit Bintang. The advantages of using metal and glass.Metal has a high strength and weight ratio. Thus steel are very suitable for long span building, having high ductility where it has the energy absorbing capacity and will not incur on sudden failure. Whereas glass allow natural light enter the space although it is enclosed. This very reason is the idea behind applying glass materials in wall construction. The energy usage is reduced. Besides that, air conditioning system does not have to function more in order to fully cool an area because glass is a bad conductor. Choosing this two material in the design, it helps to improve not only in the energy efficiency but also environmental friendly and also gives a modern style design. 3.0 CONCLUSION As nutshell, energy efficeincy and sustainable is being practices into the design where the daylight and climate factors are being considered, whereby the influence theory are the critical architecture that integrates and blends well with the location and teh site, and also the material and technology chosen is important. These 3 external factors is what that influences the design and the end product of the building. Where, this building really integrates and though well on. Ms Serina Hijjas has implied well her knowledge on the idea of how to gain a better energy efficciency to helps and improve to provides a better products, things to the client. The thought of using the the chilled water from the district cooling and incorporates the innovative concept of raised-floor technology and precision air-conditioning system is very well thought of. It leads us the younger generation to realize her efford in bringing her practice of sustainability to her design in reality is what we should learned from her. The critical regionalism is greatly transformed and applied into her design well with the site. From this whole assignment, i felt very grateful to have meet such a great and famous architect and learned many thing from her, thorugh this analysis where different types of approach can leads to many different things in a design, where thought of the site and location is very important to blends with the building. Business Plan for Car Kursaal | Entrepreneurship Assignment Business Plan for Car Kursaal | Entrepreneurship Assignment Entrepreneurship  Assignment-Business plan Xue Dong 1.0 Executive Summary Car Kursaal is a local company that will offer auto car wash services for car owners. It will be established in the Christchurch city which will be located on the Riccarton Road and near by Puriri Street. It will has 1500 square meters large which will include two sides of wash bays and four bays will be set up on each side. High quality services will be available to offer not only for location people, but also for travelers who are visiting around the city. The amount of this investment will up to 1 million dollars including rental for place and establishment of materials. Car Kursaal will offer different types of car wash services such as self-clean services, vacuum services, shampoo services and polish services (Midtdal, K., Jelle, B. P., 2013). Customers are able to choose any type they want even though just use one step of car wash (just use water). Car Kursaal has its special characteristic for service sales that customers can choose different models of services for their car wash according to their needs. Absolutely, different types of services have different cost for diverse income of people. Some studies indicate that no one car wash service offer different models of services for car users in Christchurch. There are 300 thousand residents in Christchurch (Love, T., 2011), in addition, there has many international students, workers and visitors in Christchurch. Almost everyone has a car in their daily life. Therefore, the market of this company has highly perspective profits. 1.1 Objectives The amount of sale reach 50 thousand dollars per month. Establish one new site after 1 year running of the first car wash shop. Establish to a concatenate car washing company in Canterbury region in 5 years after the first shop open. 1.2 Mission Car Kursaal is dedicated to providing customers the whole car-care experience and focusing on the different types of services to customers to satisfy all requirements from customers. In addition, it also to providing both of owners and employees a beautiful reward. 1.3 Key to success Car Kursaal will be located on the Riccarton Road which is near to the University of Canterbury, Christchurch Boys High School, Bush Inn Centre and Westfield Riccarton Mall. Although this district has more traffic flow than other districts of the city, this car washing site will has a notable denoter in front of the shop that will be convenient to help people to see the sign. In addition, Car Kursaal will use new equipments and systems to support the services such as staple open wash bay (the overhead design with no floor steel) and Smart 360 technology (providing option for flash dry service that takes no additional time for basic dry which is performed by a rinse and dry in one operation). However, some advertisements will be set up both on daily newspaper and road advertising board. The words â€Å"The home of your cars† will be used for advertisements. 2. Company Summary Car Kursaal is a dynamic company in Christchurch and it will provide different types of car wash services which include self-clean and other auto car wash services in Christchurch city. High quality services and new equipments and systems will be provided for customers. It will has eight car-wash bays to offer vacuum services and polishing services. It will also provide some drinks and food for customers. The owner has been a CEO of a car dealer company for around ten years. During those then years, the owner was running some other business such as night club. 3. Product Description Some different types of services will be provided for customers including Self-clean Car Wash, Shampoo Wash, and Polishing Wash. Self-clean Car Wash will be the simplest service among those services but the price will be the lowest that means customers just cost 8 dollars to wash their cars, but it will limit the wash time they use. It will provide 5 minutes to use the water facilities and 10 minutes to use the cleaning facilities. The second type of car washing ways is Shampoo Wash which is much easier than the first one, the cost of this service will be 12 dollars. Another one is Polishing Wash which will include special step to polish cars. It will be the highest level of those services and the cost will be 16 dollars. On the other hand, the last two ways of auto washing services will provide another option for car drying, just need cost one more dollar to save much time for drying step using flash dry smart system which will be convenient to both of customers and shop owners. 4.1 Market Segmentation This car washing shop will be established on Riccarton district which is near to the University of Canterbury, Christchurch Boys High School, Bush Inn Centre and Westfield Riccarton Mall. There are several different kinds of customers that will be involved in, that are, university students, high school students and their parents and visiting and shopping customers. The larger groups of the prospective customers that who will do the washing services will be shopping customers and university students. The smaller one should be high school students and their parents. Another prospective group of customers will be from car rental company and car deal company. There are many companies engaged in the hire of cars, car tental is generally for a period of days, and the customer has to fulfill certain formalities and sign forms (Hirshberg, I., 1994). They must keep those cars clean before they return them. 4.2 Target Market Segment Strategy Due to the location of this shop, three different markets will be considered by us. The first one is shopping and visiting customers who are shopping in the two malls which is described above. This market will be the most important one because they have finance capability to cost some money to wash their cars when they after their shopping. The second market will be the students from Canterbury University. This group has the largest proportion of all customers because the university has more than 20,000 students which include both of domestic students and international students and most of them may have some savings from part-time jobs or other ways which means they will have some finance support to do car maintain services which include car washing services, but they may not have enough finance to support their extra car expenses compare to shopping and visiting customers. The last market should be high school students and their parents. However, not many high school students have t heir own cars but the prospective customers should be their parents because they have more chances to go car washing shop when they meet their children in high school. For the customers of car rental company, because of the rules which is from car rental company that customers must keep the car clean, those customers have more chances to go a car washing shop to clean their rent cars. 4.3 Market needs The advantages of this business that others does not have are we have different types of car wash ways to offer different types of customers that means they can choose different levels of cost to finish car wash. It will be much convenient to the customers that they can spent less money if they are not in good finance conditions but they want to have this service. As we known, almost all auto car washing sites in Christchurch do not have variable choices for customers and the price are not flexible. That is the reason that Car Kursaal will have the most chances to get the prospective customers if we can offer them different prices because Car Kursaal will offer much cheaper prices for different washing ways. 5.0 Strategy and implementation summary Firstly, the investment will be recorded by management group. The money which is invested will be divided by three, the first part will be used for rental places and decoration, the second part will be used for buy some equipments and system installation, the last part will be used for labor spending. Budgets will be built before the shop establishment and we will prepare additional 10% extra budgets of all the cost in case some emergency during the establishment. Management team also will supervise the whole business when it is running (Yusuf, Y., Gunasekaran, A., Abthorpe, M. S., 2004). Three teams will charge different part of business operation. One is about daily operation, one for equipments maintain and one for finance supervision. Each group will has one team leader and several staff to charge different things and the team leader will in charge of their team and play a role to communicate the manger and other team leaders. One week team meeting will be hold by team leader an d one month management meeting will be hold by manger to track the establishment process. 5.1 Competitive Edge Some petrol station are the competitors such as BP, Mobile because they also offer auto car wash services for customers and they have opened for a long time that some customers are used to go there to wash their cars. Therefore, the price and the special services will be our unique characteristic which is distinctive from other car washing places. Another unique competitive edge is we also offer pick up and drop off service. We will use a systems for communicating information for both of customers and the shop. This system can provid a confirmation or temporary receipt for customers and also can memory for reference when the customer come to pick up (Danel, A. R., Lohrey, D. W., 1989). The most problem should be how to make a reputation. 5.2 Sales strategy A strong advertisement will be used at firstly stage of running this business such as TV advertisement, newspaper and other ways to let customers know what kind of services we can offer them and what are the advantages we have and how much money they will save if they choose go to our place. Also, we will make a cooperation with AA company to give some discount for AA members and to promote our reputation. For people who are not AA member, we will give another discount that provide 5% off per liter after they done 5 times of car wash services. Also, we will offer customers some long-term contracts that is more convenient for both of the company and customers. 6.0 Management summary Refer to 5.0, we can see three different team will in charge different kinds of works. Therefore, team leader of the groups will be the important role for the business. Each team leader will be selected by their working experience, education background. They should have at least college certificate and at least 3 years related working experience. Every prospective employee should submit their CV and give a oral representation for their working experience which include customer service skill, communication skill. Team leader will be paid for average salary plus some achievement awards each month that will depends on the amount of sales. 7.1 Projected profit and loss Thousands of cars are running through Riccarton Road. If 10% of those cars choose our car washing shop to do washing services, the profits will be approximate on 40 thousand to 50 thousand dollars per month. Equipments loss will be the most important one. Also, some long-term staff quit will be another loss for the business. 7.2 Projected cash flow 8.0 Conclusion Car Kursaal will be a modern company to provide modern ways of car wash services to people who are living in Christchurch and who are visiting and studying in Christchurch. 1 million New Zealand dollars will be invested in this project. This shop will take up 1500 square meters and will be located on the Riccarton Road of Christchurch City. This location is near by some education places and shopping malls which is convenient to customers who are living there and going there for shopping. New equipments and new technology will be used in this project. Some excellent people will participate in this management team. Some advertising and promotion will be used for boost this company reputation and the advantages of this company should be the cheaper price and diverse types of washing services. This business will have a brilliant profits in the future. References Danel, A. R., Lohrey, D. W. (1989).U.S. Patent No. 4,803,348. Washington, DC: U.S. Patent and Trademark Office. Hirshberg, I. (1994).U.S. Patent No. 5,289,369. Washington, DC: U.S. Patent and Trademark Office. Love, T. (2011). Population movement after natural disasters: a literature review and assessment of Christchurch data.Sapere Research Group. Midtdal, K., Jelle, B. P. (2013). Self-cleaning glazing products: A state-of-the-art review and future research pathways.Solar Energy Materials and Solar Cells,109, 126-141. Yusuf, Y., Gunasekaran, A., Abthorpe, M. S. (2004). Enterprise information systems project implementation:: A case study of ERP in Rolls-Royce.International Journal of Production Economics,87(3), 251-266.