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IDEA
Creating environments is like setting a stage. With the power of affecting your state of mind and directing behavior.

The vision is to shape environments that generate meaningful behavior and cultivate the ideal condition in human organism.

So the point of departure is always the human condition, purpose and culture. In essence Régime creates environments from the inside out.

In that respect it is easier to make a profit on bottled water, in the western world, than get a property owner to invest directly in the environmental impact and behavioral surplus of a building. Therefore we aim to add comprehensible strategic and aesthetical value to any build environment, to show how investment in the behavioral impact is a reasonable product well worth the effort.

In contrast to the value of bottled water (which is a matter of perception) are perceptual effects on the human organism quite physical and well documented.

And it is from the source of science and research that we build our design method. An argumented framework for creativity.

The framework is a correlation of following main ideas:

idea cake
Aesthetics Neurology Evolution Behavioral Economy

Aesthetics

Aesthetics is a metaphysical perceptual value and any architect or designer’s bar of soap. It’s unavoidable and immeasurable and several languages in art, architecture, design, music, vine tasting, figure skating ect. have been invented to describe and valuate the sublime, without giving much sense to others than insiders.

The aesthetic key point for us is basically two things; it’s literally unavoidable. Every ism that set out stripping constructed objects from aesthetics just invented a new aesthetic value. Secondly aesthetics obviously makes sense for humans. As Antonio Damasio points out; emotional relations develop to every object in the human environment, some are evolutionary set from birth, but mostly developed through time. The field of Evolutionary Aesthetics considers it an exploratory incentive into the potential of the unknown. Both in the physical landscape and between humans - beyond limitations of language.

So we believe that the aesthetic part of architecture and design is not only a unarticulated question of taste, but most importantly a perceptual promise of some undiscovered value in the unknown, a potential motivator in pushing beyond the existing framework. Evenly as important is aesthetics as identification to an idea or a group. Superior use of style and aesthetics is a strong force in social cohesion.

Neurology

What modern neurology theory offer is the causal process of experiencing the environment through our senses that activate nerve patterns. These patterns represent emotional states that shape physical condition, behavior and decision-making. This creates a picture of the brain and the body as one reflective organism with the bulk of our actions generated by the unconscious and seamless interaction between the senses and mind. The premier goal of this organism is based in evolutionary self-preservation and drive. The human judgment is partly based on evolutionary values and partly experience-based values.

What that gives us, as environment creators, is that our field of creation influence both psyche and physics of the human organism in it’s daily handling of life. And it is with that responsibility we most approach the build environment.

Evolutionary Preferences

When we claim that Neurology presents the direct impact of perception to the human condition, then by which standard does sensatory stimuli get categorized useful or harmful? We believe that the sum of what we see, hear, feel and smell is mostly processed by evolutionary preferences to an unconscious response and secondly a conscious experience.

By example would the perception from the brink of a deep fall produce tremble, nausea and a kick of adrenaline that leads to the mental state that we call gut wrenching or fear. Besides showing that mental and physical states a one process, research show that this reaction originates from inherent preferences for what is dangerous.

It’s not a big surprise that humans, as an animal have inherited and automated responses, but what we tend to miss is that humans evolved these particular preferences beyond most animalistic survival in social, artistic and innovative areas. The base of these preferences was developed when Homo sapiens evolved in Africa and very little have changed since then, so if we look for human environmental preferences, - what surroundings you and me instinctively prefer or get stressed in - we will have to look at Homo sapiens original habitat, the African savannah.

This suggests 2 things: First that you actually have a field a reference to the environmental impact on the human organism and secondly that the physically surroundings actually have a lot more explicit impact on body and mind. In this regard we find it thought-provoking that any modern human spend the majority of life inside architecture with no connection to our preferences. We find that environment creators could base a new paradigm of design on this knowledge and actually free their creative process shaping humanistic architecture

Behavioral Economy

Was initially a criticism of Homo Economicus, the idea that you could make economic models based on the action of the rational human with its best interest in mind. BE have documented how people behave surprisingly irrational and seldom base decisions on self-interest. The Homo Economicus would cutback consumption now to set aside and benefit from subsidies on retirement plans. The Homo Economicus stockbroker would sell on bull market and buy in a bear market. But as we see in the financial world of 2009 neither the consumer nor the professional are self-interested rational machines, on the contrary. Humans behave and make decisions in a psychological playing field influenced by emotions, evolutionary desire to cut corners and social structures of herd animals. BE establish human in a new perspective directed by a strong unconscious current of influences and in a context of the build environment BE itself use examples of environmental constructions to explain the precondition of human behavior: Rationally you don’t need yellow in a traffic light. The Schipol Airport, in Amsterdam, has famously reduced wastewater and man-hours by sticking a ceramic fly inside the urinal bowl. Painting sections on a office desk will manipulate workflow structure. 3-5 minutes of exposure to nature will restitute your mental state and make you more productive compared to breaks taken inside the office.