The first aim of this paper is to investigate and analyze Alan Colquhoun's architectural hermeneutics of tradition, 'conceptual displacement of the past.' The second aim is to overcome the limit of it, and to suggest new architectural hermeneutics of tradition, 'the reactivation of the past.' The architectural work is reduced by Colquhoun to typology or arbitrary language because he believes that without arbitrary language natural language is not able to work effectively. However, he ignores that two languages cannot be separable. When they are separated the key to natural language is understood to be an unverifiable similarity between a sense perception and its correspondence in the architectural object, while the key to arbitrary language becomes mere artificial agreement on the value and function of the linguistic sign. Therefore, natural language is appropriate only when it permits spontaneous combinations of sensory data within complex structures which emerge from, and support, complex human interaction and communication(the shining of the world and of the possibility of creative being in each individual thing). Only when architecture is translated into this kind of language, can it reactivate the world's past, and become poetic.

According to Post-modernists including deconstructivists, as Modernism is changed into Post-modernism, the paradigm is shifted from consciousness to language. The paradigm of consciousness corresponds to representational language, and the paradigm of language to self-referential one. In post-modern age most of architects are wandering what kind of language architecture is. Some theorists contend that architecture is representational, and others that it is self-referential. Allan Colquhoun, who is known as one of the best architectural theorists inUnited States, accepts both the former and the latter, but fails to reveal the meaning and the limitation, of the two languages. Although he believes that the representational language of architecture ('figure') is the source of self-referential language of architecture('form'), he never clearly answers what kind of language architecture. In order to overcome the limitation and the meaning of Colquhoun's figure and form, and synthesize the two language, this essay appropriates Martin Heidegger's some concepts, 'ready-to-hand,' 'present-at-hand' and 'being-in-the-world' to make a theoretical framework for 'image' which prevails over and synthesizes 'form' and 'figure.' Since Image is based upon both 'being-in-the world' and 'ready-to-hand,' it is the source of 'form' and 'figure.' When 'image' is fragmented, the former and the latter emerge. Image is therefore both the former and the latter because it represents and self-refers a world as a reality.

Many traditional designs and products can be seen to be out of step with modern society. While being marginalized from the contemporary market for this reason, they are highly regarded in terms of their historical and traditional values embedded in ways of life in the particular community over time and transmitted from generation to generation. This paper aims to explore cultural significance embodied in such designs and products and clarify its meaning and interpretation for people today who make and/or use them. This will help craft makers and designers better understand what to bear in mind while trying to revitalize them without losing its essential meaning and value. Employing an in-depth case study method, 11-day field research was undertaken to explore traditional designs and products in New Mexico, USA as a successful example of well-sustained and thriving art and craft culture acknowledged both locally and internationally. Based on key informant interviews and site visits, research findings are discussed mainly around three areas: traditional crafts, artisans and place. Based on the analysis of research findings, key success factors of traditional designs and products in Santa Fe are discussed, from which implications for important elements that consist of cultural significance attached to the products can be drawn.