the "prada effect": the architectonic marketing of a new retail space
DESCRIPTION
Presentación de Loana Goldschmidt en el 1er Seminario Ciudad Abierta.TRANSCRIPT
LOANA GOLDSCHMIDT [email protected]
THESIS ADVISOR:Ph.D. GUILHERME LASSANCE (UNIVERSITÉ DE NANTES)
THE “PRADA EFFECT”:THE ARCHITECTONIC MARKETING OF
A NEW RETAIL SPACE
PROARQFEDERAL UNIVERSITY
OF RIO DE JANEIRO (UFRJ, BRAZIL)
SUBJECT
RETAIL STORES
SUBJECT
SEEMINGLY NEW SPACES DISCUSSING LIMITS OF TRADITIONAL ARCHITECTURE
STRUCTURE
STRUCTURE
THE ENVIRONMENTED STORE
THE ADHESIVATED STORE
THE SIGNED STORE
THE MEDIATIZATED STORE
STRUCTURE
THE ENVIRONMENTED STORE
THE ADHESIVATED STORE
THE SIGNED STORE
THE MEDIATIZATED STORE
SUBJECT REFERENCES AND METHODOLOGYCASE STUDY: SYMBOLIC CASEARCHITECTURAL THEORYECONOMICS, MARKETING, FASHION, ART...
CONCLUSIONS
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THE ENVIRONMENTED STORE
ENVIRONMENTING PRINCIPLE
ENVIRONMENT THAT USES PHYSICAL RESOURCES IN ORDER TO CREATE ENCHANTMENT
GOES BACK TO 19TH CENTURY GRANDS MAGASINS
THEMATIZATION & ARCHITECTURE OF
SENSES
ARCHITECTUREOF EXPERIENCE
SYMBOLISM OF ARCHITECTURAL FORMECO, VENTURI ET AL
ADHESIVATION PRINCIPLE
AIMS TO ENCHANT, TO OVERCOME TIME
CHANGINGS IN RETAIL SPACE, NEED TO ANSWER THE PROBLEM OF EPHEMERALITY IN FASHION
TUNNED SHED
TEMPORARY MANIFESTATION
CONVERGENCE OF DOMAINS
THE ADHESIVATED STORE
SIGNATURE PRINCIPLE
THE ARCHITECT’S NAME BECOMES A BRAND
THE ARCHITECT’S BRAND LENDS VALUE TO THE BRAND OF THE STORE
BIOGRAPHY AS A BRAND AND THE AUTHORIAL WORKS
LANDMARK: FORMA STORE BY PAULO MENDES DA ROCHA
ANTI-STORES: A KIND OF
ARCHITECT, A KIND OF STORE
THE SIGNED STORE
MEDIATIZATION PRINCIPLE
ARCHITECTURE AS A MASS COMMUNICATION TOOL
THE ARCHITECT CREATES EVERY TRANSCENDING ELEMENT CONCERNING STORES
OMA & AMO
PRADA CULTURE, PRADA AND AMO
AMORPH AND INVISIBLE
ARCHITECTURE
THE MEDIATIZATED STORE
CONCLUSIONS
STORES ARE AN EXCITING FIELD OF WORK FOR ARCHITECTS AND A RICH OBSERVATION POINT FOR CONTEMPORARY RESEARCH.
TO DEAL WITH THE SUBJECT IT IS IMPORTANT TO BE FAMILIAR WITH ECONOMIC AND CULTURAL ASPECTS – CONSUMER CULTURE – SUCH AS MARKETING, VISUAL ARTS, MUSIC...
THE PROCESS COMPRISES MULTIDISCIPLINARITY AND LACK OF LIMITS AMONG PROFESSIONS.
THE ROLE OF AMO IN PRADA CASE ILUSTRATES A FUNDAMENTAL POSTURE IN THE PROCESS: TO THINK.THE INTUITION DURING SPACE DESIGNING PRESUMES CONSCIENCE OF THE NEED OF A REFLEXIVE ATTITUDE, THROUGH QUESTIONS SUCH AS “WHAT IS THE USE OF THIS?”, “WHAT IS THE PURPOSE OF THIS SPACE?” OR “WHAT DO YOU WANT FROM THIS SPACE?”
CONCLUSIONS
NEED OF ABSTRACT CONSIDERATION BY THE ARCHITECT
PRESENCE OF SALE PRODUCT AT THE RETAIL STORE
ABSTRACTION OF ELEMENTS ADDING VALUE TO THE STORE
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MATERIALITY OF PHYSICAL SPACE OF THE STORE
CONCLUSIONS