Environmental psychologists specializing in architectural psychology offer "user needs' assessments" and "post occupancy evaluations" to facilitate communication between users and experts. To compare the efficiency of building descriptions, building walkthroughs, regular plans, simulation, and direct, long-time exposition, evaluation has to be evaluated.

Computer visualizations and virtual realities grow more important, but studies on the effects of simulation techniques upon experts and users are rare. As a contribution to the field of architectural simulation, an expert - user comparison of CAD versus endoscopy/model simulations of a Vienna city project was realized in 1995. The Department for Spatial Simulation at the Vienna University of Technology provided diaslides of the planned city development at Aspern showing a) CAD and b) endoscopy photos of small-scale polystyrol models. In an experimental design, they were presented uncommented as images of "PROJECT A" versus "PROJECT B" to student groups of architects and non-architects at Vienna and Salzburg (n= 95) and assessed by semantic differentials. Two contradictory hypotheses were tested: 1. The "selective framing hypothesis" (SFH) as the subjective theory of planners, postulating different judgement effects (measured by item means of the semantic differential) through selective attention of the planners versus material- and context-bound perception of the untrained users. 2. The "general framing hypothesis" (GFH) postulates typical framing and distraction effects of all simulation techniques affecting experts as well as non-experts.

The experiment showed that -counter-intuitive to expert opinions- framing and distraction were prominent both for experts and lay people (= GFH). A position effect (assessment interaction of CAD and endoscopy) was present with experts and non-experts, too. With empirical evidence for "the medium is the message", a more cautious attitude has to be adopted towards simulation products as powerful framing (i.e. perception- and opinion-shaping) devices.

How is the research situation? Using several standard research data banks, the author collected articles and book(chapter)s on architectural psychology in German- and English-language countries from 1990 to 1996. Studies on main architecture-psychology interface problems such as user needs, housing quality evaluations, participatory planning and spatial simulation / virtual reality did not outline an “old, settled” discipline, but rather the sketchy, random surface of a field “always starting anew”. E.g., discussions at the 1995 EAEA-Conference showed that several architectural simulation studies since 1973 caused no major impact on planner's opinions (Keul&Martens, 1996). “Re-inventions of the wheel” are caused by a lack of meetings (except this one!) and of interdisciplinary infrastructure in German-language countries (contrary to Sweden or the United States). Social pressures building up on architecture nowadays by inter-European competition, budget cuts and citizen activities for informed consent in most urban projects are a new challenge for planners to cooperate efficiently with social scientists. At Salzburg, the author currently manages the Corporate Design-process for the Chamber of Architecture, Division for Upper Austria and Salzburg. A “working group for architectural psychology” (Keul-Martens-Maderthaner) has been active since 1994.

The principal item of a full-scale lab preferably features a court-like facility where the 1:1 simulations are performed. Such lab facilities can be found at various architecture education centers throughout Europe. In the early eighties the European Full-scale Modeling Association (abrev. EFA, full-scale standing for 1:1 or simulation in full-scale) was founded acting as the patron of a conference every two years. In line with the conference title "Full-scale Modeling in the Age of Virtual Reality" the participants were particularly concerned with the relationship of physical 1:1 simulations and VR. The assumption that those creating architecture provide of a higher degree of affinity to physical than to virtual models and prototypes was subject of vivid discussions.

Furthermore, the participants devoted some time to issues such as the integration of model-like ideas and built reality thus uncovering any such synergy-effects. Thus some major considerations had to be given to the question of how the architectís model-like ideas and built reality would correspond, also dealing with user-suitability as such: what the building artist might be thrilled with might not turn out to be the residentsí and usersí everyday delight. Aspects of this nature were considered at the îArchitectural Psychology Meeting” together with specialists on environment and aesthetics. As individual space perception as well as its evaluation differ amongst various architects, and these being from various countries furnishing cultural differences, lively discussions were bound to arise.

The study of imaginary worlds in this design studio case study is limited to motion pictures that postulate unique, or new environments rather than those films that faithfully attempt to document or reconstruct reality. In this sense, the movies used for study have a lineage traceable to Georges Melies "who came to film from illusionism and the "heater," rather than to the reality of the Lumiere brothers who came from photography which ultimately would lead to "cinema-verite."

Discussions, assignments and presentations in the studio are organized to provide students with an opportunity to gain a different awareness of architecture and use varying stimuli as source material for design. The study of architectural history, art, formal principles of design, visual perception, and media are required in order to complete the reconstructions and creations of proposed environments.

All student work throughout the entire semester is created with electronic media and the computer is used as an integral component of the studio enabling analysis and study, design, model creation, and animation. The available capabilities of computer graphics in the studio enables students to explore analytic and synthetic issues of design in motion pictures in a manner not readily available when restricted to traditional media. Through the use of digital media we have an opportunity to better understand the imaginary worlds for what they communicate and the ideas they contain, and therefore create an opportunity to modify our own concept of architecture.

The paper discusses furthermore various 3D modeling options, such as standard CAD representations, high quality rendered video walk-throughs, VRML models and physically produced, full-scale models, made of corrugated cardboard. The cost and equipment requirements necessary for full-scale modeling in cardboard are outlined.