1. URBAN
DESIGN
Ideologies
M itch e l l L l oy d
URP 508
02 /06/2 012
Dr. Santos

2. Sao Paulo, Brazil
Pre-Industrial Age
Culture of farmers grow coffee, sugar and fruits
During
Major important during exports hotspot during WWII for manufactured
products for Europe
Big tax advantages given to companies for relocation manufacturing plants
Mass immigrants migration (Italians, Japanese, Syrian, Lebanese)
Post-Industrial Age
Large presents of foreign corporations
Continent’s Financial center (Sao Paulo Stock Exchange); research centers
Luxury goods and department stores “Luxury Quadrilateral”
Tiffany & Co., Parda, Luis Vuitton, Chanel, Sheraton, Hilton, Hyatt, Ferrari,
Aston Martin, Bugatti, Lamborghini, BMW etc…
10th richest city, 10 th expensive city to live, pass London, Paris, Milan, NYC

3. Stuttgart, Germany
Pre-Industrial
Stuttgart largest wine growing city in Germany
28,470 acres of vineyard country included several beer breweries
Counts of Wurttemberg rule; Holy Roman Empire
During
Nazi rule – Jew deportation
Main Station(Central Station) regional – long distance railway
WWII Royal Air Force severely bombed Stuttgart; dropping 184,000 bombs on
the city leveling it
Occupied by French then American troops, remains a command post for US
troops
Post-Industrial
“Cradle of the Automobile”
Home to companies – Daimler AG, Porsche, Bosch, Hewlett-Packard, IBM
Production of cars like Mercedes-Benz, Porsche, Maybach
High density of scientific, academic, research – number of patents, research
institutions

4. Cupertino, California
Pre-Industrial
Small rural village in Santa Clara until Inc. in 1955
Fruit agriculture – prune, plum, apricot and cherry orchards
Held a winery on Montebello Ridge
During
Railroad, electric railways and dirt roads made it easy to take advantage of
the natural resources that were available; aggregate rock quarry and
cement plants turned up
Large cement companies was the largest employers for decades
Post-Industrial
High-tech age led to emerging Silicon Valley as the “Center of the High
Universe”
Cupertino natives – Steve Jobs and Steve Woznick led the revolution as
founders of Apple Inc. and HQ in Cupertino
Over 60 tech companies operate in Cupertino and provide great financial
benefits to the city
Asian immigrants make up over half of the population

5. Coloma, California
Pre-Industrial
First home to native tribes and villages
Later displacement by European exploration
During
James W. Marshall at Sutter's mill – First place gold was found
Brought 300,000 people to the area and much of CA – Gold seekers
(49ers)
Squatters took most of the land as the major was unsettled
Post-Industrial
Ghost town population just over 500
Mostly museums and historical tourism from the Gold Rush
Rafting and kayaking attraction

6. Moscow, Russia
Pre-Industrial
Under Czar control
1905 instated Mayor of city
During
Military hotspot
WWII - USSR/Soviet Union controlled
Leading producers of military/ civil helicopters
Post-Industrial
Watch makers
Natural gas provided
Tech companies
Water transport used most for entertainment
Heavy interest in space travel and intelligent
Heavily importance placed on roadways

7. Robert Moses “The
Shaper”
Most polarizing figure in urban planning history
Favored highways over public transit which sped up urban sprawl
Head of numerous public authorities allowing him access to millions
of public dollars with little or no approval from legislative bodies
critics credit Moses to the destruction of traditional neighborhoods
and caused hundreds of thousands displacement
The Good
Triborough Bridge (Robert F. Kennedy Memorial Bridge)
Three separate spans that connect Manhattan, Queens, the Bronx
Generate tool revenues used to subsidy the transit authority and railways

8. The Bad
Brooklyn Battery Bridge/Tunnel
Link between Brooklyn and Lower Manhattan
Planned to be a bridge or tunnel was up for debate
City experts say a bridge would destroyed Battery Park and physically
encroached on the financial district
Many opposed the bridge option like high society players, the Mayor,
the Governor, and financial sector players
Moses believe a bridge would carry more traffic and would serve as
a visible monument
President Roosevelt seal the case for the tunnel with his in
endorsement banning Moses idea of a bridge

9. The Ugly
Brooklyn Dodgers
Owner of the Brooklyn Dodgers, Walter O'Malley, wanted to build a
new stadium in Brooklyn for the team. Unlike O’Malley, Moses
planned to build a parking garage in the every space O’Malley was
pursuing. Moses offered O’Malley a site in Queens which he forcibly
opposed. Moses ultimately won the clash between the two
eventually build his parking garage. But the city lose in the end, New
York’s two baseball franchise to Los Angeles and San Francisco,
respectively.

10. “All that is solid melts into the air”
Marshall Berman articulates modernity as “a maelstrom of perpetual
disintegration and renewal.
Causes a split in perception of reality “you cant have the good
without the bad”.
Modernity is a balancing act in a constantly change environment
Berman advocates against the lack of empathy and faith in modern
man to be capable of response, judgment, and action in the world
Critics suggest modern day man find their soul in their automobiles,
homes and tech products.
Contradictory forces that inspire and torment us
“our desire to be rooted the in a stable and coherent person and
social past which conflicts with our desire for limitless growth; a
growth which enriches the future while destroying the solidities of
the past

11. Conventional Suburban Developments
 Separation of private residences from and commercial and
industrial to focus on low density single family detach houses as
preferred homes with American families.
 Movement away from urban living
 Separation of people from their work, shopping and recreational
from their home culture of automobile dependency.

12. Urban Ghettos
 Section of city pre-dominantly occupied by a group of people who
lives there
 Overcrowded areas where ethnic/racial populations living below
the poverty line
 Jews/Irish/German were the first in American Ghettos then large
amount of southern and eastern Europe immigrants (Italians and
Poles)
 The Great Migration – thousands of blacks left the south seeks
jobs, escape of racism and purse of the perception of a better life
in the North.
 Mostly poverty stricken high crime rates dilapidated houses and
deteriorating projects.

13. Public Housing
Neighborhood
 Initially it was just building standards
 Early public housing was aim at working middle class families
 After The Great Depression and Interstate Act led to thousands
without housing options initiatives around subsidized income
based housing allows groups of people housing
 In the begin was low-rise building but after WWII switch gears to
massive muilt-story high rise homes
 HUD’s revitalization efforts addressed concerns of distressed and
blighted buildings
 Crime major concerns - One strike you're out low
Enable the convicted of tenants linked to crimes,
drug, prostitution

14. Squatters
 Occupying abandon or occupied space without permission
 Slums or shanty towns – self constructed housing w/o
landowner’s permission; usually on the outer skirts of cities
 Little to no infrastructure – sewage, running water
 In Western Nations, sometimes used as political statement
 Look at as liberals, taking matters into their own hands
 US – squatting laws, mostly low income, homeless, street gangs,
artists, foreclosed homes
 Canada/ Mexico – squatter transfer of property rights if land
squatted for five years or more

15. High Density Central Business
District
 High-end commercial/ retail/ office building
 The CBD closely reflects the history of the city in its architecture
and collection of building
 Small residents populations, usually younger professional and
business workers in apartments of lofts
 Usually home to the Financial district
 Sports & Entertainment location
 Large high-rise building
 Location here are valuable because of the accessibility to large
populations

16. Conclusion
There only few industrial cities left in the world. Most cities has
transitioned to a variety of industries, become more complex and
diverse. The complex industries and the High-Tech age has led to
increase of Asian and European immigrants to countries to work in
these new industries.
Robert Moses while making some improvements caused concerns
and afraid to the citizens of New York and headed the change of
majority power and control of taxpayer monies.
Marshall Berman focuses on the culture of human beings being
second guessed for their actions and the chose of motorized
transport over a more compacted lifestyle.
The interaction of people and buildings are important and suggest
trends of people actions to actively inhabit the environment.

17. QUESTIONS
???
Thanks!!

18. Sources
Scheifele, Kris. (Jan. 2012). “All That Is Solid Melts Into Air: Simone Jones at Ronald
Feldman”. Artcritical.
Chittom, Thom. (Aug. 2005). “All That Is Solid Melts into Summary”. In-fraction
Kunstler, James (1998). “Home from nowhere: remaking our everyday world for
the twenty-first century. A Touchstone book. New York, NY: Simon & Schuster. p.28
Definition from the Merriam-Webster Online Dictionary
Keating, William (1994). “The Suburban Racial Dilemma: Housing and
Neighborhoods”. Temple University Press.
New Urban News (2002). “Hope VI funds new urban neighborhoods”. Better! Cities
& Towns Online.
Neuwirth, R. (2004). Shadow Cities: A Billion Squatters, A New Urban World,
Routledge.
Downtowns: Where the lights aren’t bright. (2007). The Economist.
Goldberger, Paul (1981). “Robert Moses, Master Builder, is Dead at 92”. The New
York Times.
Ballon, Hilary (2007), Robert Moses and the Modern City: The Transformation of
New York. Norton.
http://www.cupertino.org/index.aspx?page=991
Brooke, Caroline. (2006). Moscow: A Cultural History. Oxford University Press.
Wikipedia – Sao Paulo - http://en.wikipedia.org/wiki/S%C3%A3o_Paulo