Abstract:

Architectural diploma exhibitions and defence sessions represent the culmination of years of academic effort and a pivotal moment in a student’s transition to professional practice. While these events traditionally focus on assessing a student’s design, technical, and theoretical competencies, the composition of the audience plays a critical yet often overlooked role in shaping the presentation and evaluation of these projects. This paper explores how the diversity of audiences - ranging from academic jurors and industry professionals to peers and the public - influences the preparation, presentation, and reception of architectural diploma projects. It seeks to identify the educational benefits and challenges associated with engaging a mixed audience and offers strategies to optimise the process for students and institutions. The research employs a qualitative methodology, drawing on case studies of diploma exhibitions from the Faculty of Architecture and Urban Planning in Cluj-Napoca, interviews with students and jurors, and a review of academic literature on exhibition design and audience engagement. Key themes include the role of visual communication, the impact of audience composition on critique dynamics, and strategies for balancing accessibility and rigour in presentations. The findings reveal a dynamic interplay between audience composition, presentation strategies, and professional opportunities, highlighting how diverse attendees influence not only the critique and reception of architectural diploma projects but also the networking potential of these events. The study highlights the need for architectural institutions to explicitly address audience dynamics within the curriculum. Training in storytelling, visual communication, and public engagement can help students navigate the complexities of diverse audience interactions. Moreover, schools should reconsider the design of exhibition formats to accommodate both professional and public interests, ensuring that projects are both accessible and rigorous. In conclusion, architectural diploma exhibitions are not just academic assessments but also opportunities for students to showcase their skills to varied stakeholders. By understanding and leveraging audience dynamics, these events can be optimised to enhance educational outcomes, prepare students for professional practice, and foster meaningful dialogue between academia, industry, and the public.

Keywords:

Architectural diploma exhibitions, audience engagement, presentation strategies, educational outcomes, architectural education, visual communication.