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

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