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Neolithic monument in present day Turkey Occupied between 6300 BC to 5400 BC Supported a population of up to 6000 people It was the largest and most cosmopolitan city of its time
Commodity, firmness, delight
The hotel had several design features that made up for its foundation: The reflecting pool (visible in the picture above) also provided a source of water for fire-fighting , saving the building from the post-earthquake firestorm;  Cantilevered floors and balconies provided extra support for the floors; A copper roof, which cannot fall on people below the way a tile roof can; Seismic separation joints , located about every 20 m along the building; Tapered walls, thicker on lower floors, increasing their strength; Suspended piping and wiring, instead of being encased in concrete, as well as smooth curves, making them more resistant to fracture. 
The MIT project, they were interviewing me for MIT and they sent their facilities people to Bilbao. I met them in Bilbao. They came for three days. W: This is the computer building. G: They were there for three days and it rained every day. And they kept walking around. I noticed they were looking under things and looking for things, and they wanted to know where the buckets were hidden, people putting buckets out. I was clean. There wasn't a bloody leak in the place. It was just fantastic. But you've got to -- yeah, well, up until then, every building leaked. W: Frank had a sort of -- sort of had a fame -- his -- his fame was built on that in L.A. for a while. You know, Frank, you've all heard the Frank Lloyd Wright story when the guy -- the woman called and said, &quot;Mr. Wright, my -- I'm sitting in the couch and the water's pouring in on my head,&quot; and he said, &quot;Madame, move your chair.&quot; G: So, some years later I was doing a little house on the beach for Norton Simon, and his secretary was kind of a hell-on-wheels type lady -- called me and said, Mr. Simon's sitting at his desk, and the water's coming in on his head, and I told him the Frank Lloyd Wright story. W: Didn't get a laugh. G: No. Not now either.
It's the &quot;Then What?&quot; that most clients who hire architects -- most clients aren't hiring architects for that. They're hiring them to get it done, get it on budget, you know, and not -- you know, be polite -- and they're missing out on the -- the real value of an architect.
The Key Word is: Proportion. No matter what you may call it – beauty, eye appeal, good taste, or architectural compatibility, limiting the size of electrical advertising displays does not ensure any of these. Proper proportion – the relationship of the graphic elements to each other– are necessary to a good design, whether is be a matter of clothing, art, architecture or an electric sign. Relative size, not over-all size, is the factor in determining guidelines which will satisfactorily
For next time: form factor and scanning; appropriateness of shape (tweet vs search)