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The "Prada effect": The architectonic marketing of a new retail space

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Presentación de Loana Goldschmidt en el 1er Seminario Ciudad Abierta.

Presentación de Loana Goldschmidt en el 1er Seminario Ciudad Abierta.

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  • 1. THE “PRADA EFFECT”:
    THE ARCHITECTONIC MARKETING OF A NEW RETAIL SPACE
    LOANA GOLDSCHMIDT RACY
    LOGOLDS@GMAIL.COM
    THESIS ADVISOR:
    Ph.D. GUILHERME LASSANCE (UNIVERSITÉ DE NANTES)
    PROARQ
    FEDERAL UNIVERSITY OF RIO DE JANEIRO (UFRJ, BRAZIL)
  • 2. SUBJECT
  • 3. SUBJECT
    RETAIL STORES
    SEEMINGLY NEW SPACES DISCUSSING LIMITS OF TRADITIONAL ARCHITECTURE
  • 4. STRUCTURE
  • 5. STRUCTURE
    THE ENVIRONMENTED STORE
    THE ADHESIVATED STORE
    THE SIGNED STORE
    THE MEDIATIZATED STORE
  • 6. STRUCTURE
    +
    REFERENCES AND METHODOLOGY
    SUBJECT
    CASE STUDY: SYMBOLIC CASE
    ARCHITECTURAL THEORY
    ECONOMICS, MARKETING, FASHION, ART...
    THE ENVIRONMENTED STORE
    THE ADHESIVATED STORE
    THE SIGNED STORE
    THE MEDIATIZATED STORE
    CONCLUSIONS
  • 7. THEMATIZATION & ARCHITECTURE OF SENSES
    ARCHITECTURE
    OF EXPERIENCE
    THE ENVIRONMENTED STORE
    ENVIRONMENTING PRINCIPLE
    ENVIRONMENT THAT USES PHYSICAL RESOURCES IN ORDER TO CREATE ENCHANTMENT
    GOES BACK TO 19TH CENTURY GRANDS MAGASINS
    SYMBOLISM OF ARCHITECTURAL FORM
    ECO, VENTURI ET AL
  • 8. ADHESIVATION PRINCIPLE
    TUNNED SHED
    AIMS TO ENCHANT, TO OVERCOME TIME
    CHANGINGS IN RETAIL SPACE, NEED TO ANSWER THE PROBLEM OF EPHEMERALITY IN FASHION
    TEMPORARY MANIFESTATION
    THE ADHESIVATED STORE
    CONVERGENCE OF DOMAINS
  • 9. SIGNATURE PRINCIPLE
    THE ARCHITECT’S NAME BECOMES A BRAND
    THE ARCHITECT’SBRAND LENDS VALUE TO THE BRAND OF THE STORE
    ANTI-STORES: A KIND OF ARCHITECT, A KIND OF STORE
    LANDMARK: FORMA STORE BY PAULO MENDES DA ROCHA
    THE SIGNED STORE
    BIOGRAPHY AS A BRAND AND THE AUTHORIAL WORKS
  • 10. AMORPH AND INVISIBLE ARCHITECTURE
    OMA & AMO
    THE MEDIATIZATED STORE
    MEDIATIZATION PRINCIPLE
    ARCHITECTURE AS A MASS COMMUNICATION TOOL
    THE ARCHITECT CREATES EVERY TRANSCENDING ELEMENT CONCERNING STORES
    PRADA CULTURE, PRADA AND AMO
  • 11. 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
  • 12. MATERIALITY OF PHYSICAL SPACE OF THE STORE
    ABSTRACTION OF ELEMENTS ADDING VALUE TO THE STORE
    _
    +
    PRESENCE OF SALE PRODUCT AT THE RETAIL STORE
    NEED OF ABSTRACT CONSIDERATION BY THE ARCHITECT
    CONCLUSIONS
  • 13. CONCLUSIONS