In this special event, architect and real estate expert professor Ralph Hofmann from HSBA Hamburg School of Business Administration in Germany will take a closer look at the determinants of meaningful communication in architecture and how aesthetic sustainability is often overruled by economic forces. It is his thesis that by raising the awareness of semiotic principles, the quality of urban space and architectural solutions will also rise. In this lecture, professor Hofmann will specifically point out the differences between Russian and Western European architecture in terms of semiotics.
Ralph Hofmann earned his doctorate at the Bauhaus University Weimar on the topic of real estate brand strategies ("Real Estate Branding Assessment - REBA, Development of a Customer-Based Brand Equity (CBBE) Model for Behavioral Brand Analyzes in the Real Estate Economic Context"). Before, he studied architecture at the University of Applied Sciences Wiesbaden in the early nineties and specialised in real estate project development as part of his Master of Science degree in "Real Estate" at Danube University Krems. During his many years in the real estate industry, he accompanied and managed numerous planning and construction projects in Italy, Austria, Russia and the CEE countries. Mr. Hofmann was Managing Partner of "Hofmann Architekten ZT GmbH" with headquarters in Vienna until 2017 and has extensive experience in architectural planning as well as in the organisation and implementation of large-scale and/or complex real estate projects of institutional investors. Currently he is a professor at HSBA Hamburg School of Business Administration on the programme MSc Real Estate & Leadership.
The lecture will be held in English.