WAYS OF REPRESENTING THE PERFECT BEING IN ARCHITECTURAL AND DESIGN OBJECTS IN THE CONTEXT OF THE INTERACTION OF THE PRESENT AND THE SPACE OF PRESENCE

The article deals with the topic of assigning connotations of ideal existence to spaces by means of architecture and design. Being at the intersection of various fields of knowledge such as philosophy, psychology and architecture, this issue is of great importance for contemporary design due to the ever-growing competition between different concepts of organizing the environment, which occurs through the assignment of associations with ideal existence. The latter is often used as a marketing technique to assign added market value to architectural objects (for example, when choosing the name of residential complexes or service facilities). To a large extent, they are also related to the development of immersive presence technologies, which make us think about the authentic understanding of the concept of "reality". The scientific novelty of the study is due to the use of a specially developed method of communicative and dispositional generalization of architectural and design objects created to represent sacredness, power, idyll, and celebration. All of them are analyzed from three points of view: a) determining the content of the message that architecture is trying to convey to the audience about itself; b) the content of the narrative that serves as the basis for creating an architectural style or manner; c) the characteristic features of architectural and design elements involved in the construction of such an environment. A significant part of the study was carried out by grouping the selected material according to the content of the messages to the occupant about himself, as well as the nature of the subjective experience of the "ideal" that was actually obtained. In the context of the former, the following ways of conceptualizing the "ideal" message of a space to the person who is in it were identified, namely: a) architectural and design representation of the ideal is formed by elements that focus attention on themselves, but do not provide for the possibility of personal involvement or complicity; b) the architectural and design representation of the ideal is formed with the help of elements that, in addition to serving as accents for concentrating attention, provide mechanisms of personal involvement and participation; c) elements symbolizing the ideal are an integral part of the environment of personal involvement, in which attention is focused on different objects, all of which, however, are parts of a single space of ideal presence. Such an analysis made it possible to outline the mechanisms for providing the architectural environment with connotations of ideal being, based on project modeling within a conditional range, the extreme points of which are: on the one hand, a state of complete separation, within which the "ideal" is perceived as unattainable "external" and, on the other hand, a state of such close integration of the "self-image" into the semantic field of the "ideal" that can lead to inflation of the subjective experience of the "ideal" and its leveling. Based on the above data, a theoretical approach to the methodology of constructing the subjective impression of an ideal presence by architectural and design methods is formulated, namely: a) formulation of an ideological and poetic narrative that can be assigned individually to each person present; b) search for an appropriate semiotic program that can express the narrative as a visual structure that gives the environment a unique identity associated with the "ideal"; c) providing this semiotic program with architectural interpretations in the form of objects with a meaning that is understandable to the person present.