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.

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

  1. 1. THE “PRADA EFFECT”:<br />THE ARCHITECTONIC MARKETING OF A NEW RETAIL SPACE<br />LOANA GOLDSCHMIDT RACY<br />LOGOLDS@GMAIL.COM<br />THESIS ADVISOR:<br />Ph.D. GUILHERME LASSANCE (UNIVERSITÉ DE NANTES)<br />PROARQ<br />FEDERAL UNIVERSITY OF RIO DE JANEIRO (UFRJ, BRAZIL)<br />
  2. 2. SUBJECT<br />
  3. 3. SUBJECT<br />RETAIL STORES<br />SEEMINGLY NEW SPACES DISCUSSING LIMITS OF TRADITIONAL ARCHITECTURE<br />
  4. 4. STRUCTURE<br />
  5. 5. STRUCTURE<br />THE ENVIRONMENTED STORE <br />THE ADHESIVATED STORE <br />THE SIGNED STORE<br />THE MEDIATIZATED STORE<br />
  6. 6. STRUCTURE<br />+<br />REFERENCES AND METHODOLOGY<br />SUBJECT<br />CASE STUDY: SYMBOLIC CASE<br />ARCHITECTURAL THEORY<br />ECONOMICS, MARKETING, FASHION, ART...<br />THE ENVIRONMENTED STORE <br />THE ADHESIVATED STORE <br />THE SIGNED STORE<br />THE MEDIATIZATED STORE<br />CONCLUSIONS<br />
  7. 7. THEMATIZATION & ARCHITECTURE OF SENSES<br />ARCHITECTURE<br />OF EXPERIENCE<br />THE ENVIRONMENTED STORE<br />ENVIRONMENTING PRINCIPLE<br />ENVIRONMENT THAT USES PHYSICAL RESOURCES IN ORDER TO CREATE ENCHANTMENT<br />GOES BACK TO 19TH CENTURY GRANDS MAGASINS<br />SYMBOLISM OF ARCHITECTURAL FORM<br />ECO, VENTURI ET AL<br />
  8. 8. ADHESIVATION PRINCIPLE<br />TUNNED SHED<br />AIMS TO ENCHANT, TO OVERCOME TIME<br />CHANGINGS IN RETAIL SPACE, NEED TO ANSWER THE PROBLEM OF EPHEMERALITY IN FASHION<br />TEMPORARY MANIFESTATION<br />THE ADHESIVATED STORE<br />CONVERGENCE OF DOMAINS<br />
  9. 9. SIGNATURE PRINCIPLE<br />THE ARCHITECT’S NAME BECOMES A BRAND<br />THE ARCHITECT’SBRAND LENDS VALUE TO THE BRAND OF THE STORE<br />ANTI-STORES: A KIND OF ARCHITECT, A KIND OF STORE<br />LANDMARK: FORMA STORE BY PAULO MENDES DA ROCHA<br />THE SIGNED STORE<br />BIOGRAPHY AS A BRAND AND THE AUTHORIAL WORKS<br />
  10. 10. AMORPH AND INVISIBLE ARCHITECTURE<br />OMA & AMO<br />THE MEDIATIZATED STORE<br />MEDIATIZATION PRINCIPLE<br />ARCHITECTURE AS A MASS COMMUNICATION TOOL<br />THE ARCHITECT CREATES EVERY TRANSCENDING ELEMENT CONCERNING STORES<br />PRADA CULTURE, PRADA AND AMO<br />
  11. 11. STORES ARE AN EXCITING FIELD OF WORK FOR ARCHITECTS AND A RICH OBSERVATION POINT FOR CONTEMPORARY RESEARCH.<br />TO DEAL WITH THE SUBJECT IT IS IMPORTANT TO BE FAMILIAR WITH ECONOMIC AND CULTURAL ASPECTS – CONSUMER CULTURE – SUCH AS MARKETING, VISUAL ARTS, MUSIC...<br />THE PROCESS COMPRISES MULTIDISCIPLINARITY AND LACK OF LIMITS AMONG PROFESSIONS.<br />THE ROLE OF AMO IN PRADA CASE ILUSTRATES A FUNDAMENTAL POSTURE IN THE PROCESS: TO THINK.<br />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?”<br />CONCLUSIONS<br />
  12. 12. MATERIALITY OF PHYSICAL SPACE OF THE STORE<br />ABSTRACTION OF ELEMENTS ADDING VALUE TO THE STORE<br />_<br />+<br />PRESENCE OF SALE PRODUCT AT THE RETAIL STORE<br />NEED OF ABSTRACT CONSIDERATION BY THE ARCHITECT<br />CONCLUSIONS<br />
  13. 13. CONCLUSIONS<br />

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