Examining Immersive Virtual Reality as a Design Communication Tool for Media Architecture Design Evaluation

Abstract

Digital information has emerged as an architectural material in media architecture design to enhance the atmosphere, spatial experience, and perception of place meaning, especially in placemaking projects. However, common communication tools, such as 2D visualization, insufficiently represent these intangible aspects in building-scale media architecture projects in the neighborhood context. This study examines immersive virtual reality (IVR) as a design communication tool for evaluating media architecture. Studies on design evaluation addressing the intangible and cognitive aspects of IVR in building-scale media architecture projects are limited. A convergent mixed-methods design was employed to collect quantitative and qualitative data in a within-subject experimental study involving 31 architecture students. It measured the changes in the evaluation ratings of media architecture qualities and technological acceptance between 2D visualization and IVR. Furthermore, it explored the design aspects communicated effectively and the limitations inherent to each tool. Physical and communicative qualities ratings were significantly higher under IVR conditions, dominated by the discussion of spatial-tangible aspects (integration, representation, spatial experience) and spatial-intangible aspects (meaning, clarity, perception). These findings are considered preliminary due to the purposive sampling of architecture students and the small sample size. This study provides insights into the potential of IVR as a design communication tool for media architecture in architectural education and practice, while acknowledging the need for broader validation.