Revista Lusófona de Arquitectura e Educação nº 08-09 (2013)

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http://hdl.handle.net/10437/10926

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Amazon the rural shopping center—from a temporary business model to a spatial impact: a backstage landscape
(Edições Universitárias Lusófonas, 2013) Pfanzelt, Alexander; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The distribution of goods in the world of Amazon is well known through their “1 click-order”. The reason, why more and more shops in this areas shut down. The today's market square is virtual and only one click away. Delivered the next day by DHL or UPS. This project will focus on a side effect of this system. In november and december 2012 during Christmas shopping the distribution centers have to be enormously enlarged with labor. For the hub in Graben around 3500 extra workers are needed for a period of 6 weeks. All of them are temporary workers, mostly students from all over the world, which come to Germany during this time. With this research the side effect of the organization system of a logistic hub will be shown. The transfer of people will be mapped and the impact on the rural places will be shown. They create a new type of landscape, called backstage landscape.
City and regional center: forms and commercial uses in Juiz de Fora, Brazil
(Edições Universitárias Lusófonas, 2013) Braida, Frederico; Filho, António Colchete; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This paper aims to present some forms and commercial uses in Juiz de Fora (Brazil). Methodologically, the studies of the city’s urban history is referred to in order to highlight the arcades as marks of a city strongly influenced by the industrial heritage and the shopping malls as expressions of a city that means to grow up and root. It is concluded that the expansion of the commerce to the outskirts of the city’s historical nucleus’ limits, besides showing the strength of the subcenters, shows the classic implantation of a shopping mall in areas which bear great urban equipment. In Juiz de Fora’s case, the city’s commercial sector growth in the past few years, with the implantation of many shopping malls, marks the adjustment that the old industrial city is making to fit in as a regional center which receives a floating population avid for expenditure.
Collectivity and the Post-war European Shopping Centre
(Edições Universitárias Lusófonas, 2013) Gosseye, Janina; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This paper puts forth the hypothesis that notions such as ‘collectivity’, ‘play’ and ‘community’ – buzz words of the post-war discourse on architecture and urbanism – were often important elements in the design and conceptualization of post-war shopping centres in Western Europe. To investigate this hypothesis, the paper focuses on three typologically distinct shopping centres that were developed in Belgium between 1968 and 1977 – scrutinizing their design and pairing and comparing their spatial characteristics, and the idea(l)s that underpinned them, with those of other (well-known) buildings and urban models of the period.
A discussion about new Bucharest ShoppingScapes
(Edições Universitárias Lusófonas, 2013) Enache, Cristina; Mihaila, Marina; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Because of a multitude of factors, Bucharest has developed in the past 20 years new typologies of shopping buildings and sites, either in the peripheral or in downtown areas. 20 years ago Bucharest has the its “universal” stores like buildings developed in the socialism-communist period of time and well formally designed in a specific local – functional way, but also a few older ones like the former “La Fayette Galleries” actual “Victoria Galleries”. Also some small area of shopping (for public or private commerce) were kept in the city center or in some important areas in a ruined built pattern of ground and 1 up to 3 levels – like in the North Railway Station area. In the beginning of these 20 years a phenomenon of reconversion of these “universal” stores has begun, because of the increased need for private commerce spaces, being something in a very new trend for the city. And because these were situated in the cores of the neighbourhoods, some of them have first become compartmented with “small boutiques” (as they were called), but in fact small private shops – small business of different imported and less local products. As a direct result they kept the initial urban image, and restore only the content and sometimes the global function. There are a few in some areas considered more important that have been transformed into showrooms and offices above, like in Dorobanti Street Area, and lost the initial function of “universal” store. From the beginning of these 20 years in empty urban spaces have appeared new buildings constructed by private owners that were formally enveloped in glass coverings and announcing new attraction points. Most of them were located in the downtown nodes, and at the public space level they aggressed the green available areas. Socialist-communist Era had been left also some finished and unfinished huge structures that were developed initially as “palaces” for the people, huge and with cupolas covering a main atrium. It was in the 2002-2004 when the foreign investors were encouraged to come and reuse these buildings that permit to transform them into city shopping malls. These new malls kept the local volumetric presence and the connections to the urban and neighbourhood space. And because the beginning was made, a long series of city shopping malls has began to emerge in downtown and at peripheral nodes, establishing new interior urban spaces surrounded by another built nature, envisaging a new Bucharest ShoppingScape, but mainly artificial and accepted as a new fashionable space to dress and live for. In fact the notion of urban atmosphere was replaced with an easy way to be and experiment the shopping process in the city: the “non-place” as Marc Auge said in his book. The urban network of commercial areas in Bucharest is present today as a non-hierarchical structure of commercial streets, galleries, shopping malls and large commercial platforms, mixing the old city identity with new icons promoted by the new trends.
From Retail Polarities to Superplaces New Tools to Undestand Recent Transfomations in Retail Geography in Italy: The Assago (Mi) Case
(Edições Universitárias Lusófonas, 2013) Paris, M.; Morandi, C.; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Over the past century in the theories of central places shops and services have been significant features of the traditional core of the city. But the localization strategies of large retailing chains have changed: moving from the city to the metropolitan - or post-metropolitan – space. For this reason some of the interpretative categories we usually deal with have to be updated. This paper is aimed at explaining the relevance of the concept of commercial polarities to understand the transformations in the retail formats and in their localization and at focusing on some exceptional “superplaces”. This research could be the key to comprehend the double role of those polarities – product and producer of changes - in the contemporary metropolitan areas.
Gluing the fragmented metropolis
(Edições Universitárias Lusófonas, 2013) Bortoli, Fábio; Castello, Lineu; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The paper starts by recalling selected anthropological classifications of cultural dimensions of globalization, focussing specially on those postulated by Professor Arjun Appadurai in 1996. Next, it jumps to 2013 and to the Universidade Lusófona’s call for a Conference named “ShoppingScapes”, concentrating on the understanding of that expression. Precedents that have possibly led to today’s typical shoppingscapes are next approached, addressing particularly two of their major manifestations, those linked to developing economies and those related to developed ones. Next the text argues about typical features of a shoppingscape, bringing to light three incidental characteristics that are usually encompassed by a shoppingscape in urban contemporaneity namely (i) metropolitan fragmentation; (ii) marketing of the metropolitan fragments through iconic architectural branding; (iii) gluing the metropolitan fragmentation through the employment of urban activities typical of the tertiary sector. Finally, it concludes by raising some points linked to shoppingscapes and to urban design guidelines in contemporaneity.
Learning from shopping centres: Perspectives for retail development in the centres of towns
(Edições Universitárias Lusófonas, 2013) Korzer, Tanja; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Shopping centres have been criticized for leading to ‘identikit’ high streets. But what do developers and operators of shopping centres get right? What can they teach us regarding the development of retail areas in towns and small cities? The competitive muscle of integrated shopping centres poses a major threat to small shops in towns. Moreover, many towns have been or will be hit by population shrinkage, significantly impacting on the development of their high streets. But since towns large and small remain important in Germany’s regional planning structure, the author attempts to identify new solutions for the development of the high street based on shopping centres’ success factors.
Lisbon Shopping Scape - The urban dimension of the Lisbon commercial spaces. 1970-2010
(Edições Universitárias Lusófonas, 2013) Allegri, Alessia; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This is a study of commercial spaces, focusing on the exploration of the existing relationship between the urban shapes and the design of commercial spaces. The planning of commercial activities cannot limit itself to purely economic and management dimensions, but should be central to any debate on the city. This inquiry contributes to illuminate the mechanisms of production of city and commercial systems that can be either mutually reinforcing or mutually negating. Our interpretation of the relationship between the commercial spaces and the city is based on the taxonomic study of commercial models that characterised Lisbon from 1970 to 2010. This analysis of its recent commercial history has led to the definition of three macro-categories of commercial systems that illustrate three types of relationships between the city and its commercial dimension: symbiotic, commensal, and parasitic.
The Placebo Effect_ Towards the idealized Public Space
(Edições Universitárias Lusófonas, 2013) Loi, Mariana; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Contemporary reality proves that public space is shifted from the traditional square to the shopping mall - cities is now impossible not to take into consideration the dynamics of these new spaces and especially the way in which they try to impose as part of the public domain or, even more, as the ideal public space. But how is it possible to depart from the idea of shopping malls being described as non-places, an idea that has been generally adopted and repeatedly used, and move to an idea that wants them to represent the new public space? Are the qualities they claim to have, sufficient enough to go through such an approach? This paper therefore aims to examine the different levels of publicity in the shopping mall and, from this perspective, to discuss whether this “idealized” place, is a vital public space, or just an illusion, instead of a real answer, to people’s continuous need for a high quality public space.
Polycentrism and commercial “central” places in Rome: State of art and scenarios of urban qualification
(Edições Universitárias Lusófonas, 2013) Afrasinei, Alexandra; Cappuccitti, Antonio; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Urban Planning in Rome today tends towards a polycentric structure of the suburbs and of the metropolitan area. For this reason, a system of important “Central Districts” is under construction, and some of them also contain large commercial super-structures. The paper intends to analyze the positive and negative aspects of the relationship between urban polycentrism and commercial super-structures in the city of Rome, starting from the description of the historical relationship between the morphogenetic potentiality of the commercial function and the structure of urban space, and observing the events and characteristics of three largest and most important new Central Districts (Bufalotta, EUR Sud, Ponte di Nona). Starting from this analysis, some topics and criteria for the planning and the urban qualification of this type of urban districts are briefly presented.
Re-imagining Pekan Kuah as the Rainforest Shopping Paradise of Langkawi
(Edições Universitárias Lusófonas, 2013) Zubir, Syed Sobri; Yahya, Josmin; Mahdzub, Amira Fadhilah; Ab. Rahman, Rashidah; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This paper addresses Theme III: Architecture, Spatiality and Perception. Pekan Kuah, a small town on the legendary island of Langkawi is used as the exploratory setting. The rich bio-diversity provides major tourists’ attractions on Langkawi. Shopping does not. Its designation as a Duty-Free island status in 1987 had limited effect. The issue is how to turn Pekan Kuah into an inviting shopping environment for local and international visitors. This paper outlines the relationship between structures and objects that defines ‘shoppingscapes’ within a newly rejuvenated urban-shopping environment of this island town. The more urban part of the island need not be an isolated man-made district. The rich layering of tropical rainforest provides the inspiration. New structures not only provide a new kind of public spaces in Langkawi but also change the perception of public spaces there as a whole - thus transforming Pekan Kuah as the Rainforest Shopping Paradise of Langkawi.
Shocking ShoppingScapes
(Edições Universitárias Lusófonas, 2013) Ramos, Isabel Joaquina; Freire, Maria da Conceição Marques; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
As ShoppingScapes equivalem a paisagens auge de uma sociedade de consumo, otimista e incomportável – são espelho da cultura e do momento de crise em que vivemos, por isso paisagens a colapsar. Associado à inevitável circunstância de recuo das ShoppingScapes, defende-se uma nova dinâmica urbana centrada nas paisagens agrícolas em meio urbano. Olhamo-la como uma permuta – com significado na valorização da paisagem, aos níveis ecológicos, sociais e culturais – e sustentamo-lo na ideia de que a inevitabilidade da decadência de um dado espaço ou paisagem ou a comprovação do seu fracasso, conduz ao reavaliar das funções e dos valores em presença. No caso em estudo – a cidade de Évora – compreende a restituição na cidade contemporânea de áreas permeáveis, de bons solos e de retorno da função produtiva, agrícola, em meio urbano.
Shopfronts. Madrid, 1925-1955
(Edições Universitárias Lusófonas, 2013) Cifuentes Barrio, Santiago; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Midway between the interior and the exterior, in direct contact with the ebb and flow of the modern metropolis, throughout the 20th century shopfronts have offered us a privileged perspective of the materialisation of avant-garde European architecture, anticipating concepts that would later be incorporated in architecture on a larger scale. The focus of the present analysis centres around Madrid, capital of Spain and city that during the decade of the 1920s found itself living a demographic and economic explosion. The flourishing commercial activity of its main avenues constituted the perfect foundations on which to import modernity from beyond Spain's borders. A modernity in gestational phase that would take commercial architecture as its test bed for the advances being made since the beginning of the Industrial Revolution in the 19th century. A new Machine Age, one that hadn't yet found a style of its own through which to express the values of a new architecture, overcoming the prevailing historicism.
Shopping Mall In The City Context - How Can The Shopping Mall Positively Contribute To The Development Of The City Core?
(Edições Universitárias Lusófonas, 2013) Paszkowski, Zbigniew; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Recent years in Poland are characterized by the increasing number of new shopping malls, which have changed the cityscapes and, in many cases, relocated the functional city centers to the peripheries. Shopping malls adopted the idea of a city with its pedestrian street structure, shopping and leisure attitudes, converting the public space into a market product. The author is convinced, that, however alien and too expansive, the shopping malls can contribute to the development of the city core areas. There are several conditions, which should be fulfilled, but in general, there are possibilities to strengthen the city image, contribute to its diversity, respond to the functional needs of the city for space improvement and economic growth. These preconditions allow to state, that the shopping mall located in the core of the city, regarding the spatial and historic city context, can contribute to enrichment of the city and create a “positive shoppingscape”.
Shoppingscapes architecture as a challenge: possible pattern for Serbia
(Edições Universitárias Lusófonas, 2013) Stojic, Dragoslav; Stankovic, Danica; Tamburic, Jasmina; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The paper is based on the multispecies analysis of the „ShoppingScapes“, buildings that are becoming the complimentary part of a city everyday contemporary living, as well as being social and global phenomena. The paper treats aspects of contemporary ShoppingScapes concepts as public spaces and factors of successful ambience created to make shopping more enjoyable. The analysis is based on researching building opportunities in WB, at first in Serbia. These objects as huge energy consumers are more often becoming self-sustaining systems which are using and exploit natural resources taking an active role in creating a new ecology. Having in mind that ShoppingScapes buildings spend a great amount of energy in the service phase, the authors are interested in researching the sustainable pattern for Serbia. This paper explains the influence of urban and cultural dynamic towards architecture of these objects and contemplates future possible solutions.

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