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

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

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The affective-emotional communication in shoppingscapes: case study
(Edições Universitárias Lusófonas, 2013) Maffei, Simone; Durão, Maria João; Menezes, Marizilda dos Santos; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Shoppingscapes on urban roads, such as streets and avenues, require study and more specific attention. You must be aware of the emotional communication, an important factor with regard to the influence on the perception and acquisition process by the observer. Reaching the consumer cognitively, arousing emotion and desire to want to have the observed object is one of the goals of emotional communication, and that only happens with the proper use of elements of perception. This paper aims to highlight the need for interdisciplinary design and architecture, especially in the case of shoppingscapes in open spaces that sell fashion items. The case study raises a reflection on the elements of perception in the windows as to whether they are being clearly communicated. It also discusses how the same are interfering or being interfered by the shoppingscapes of Avenida da Liberdade in Lisbon.
The Alcaicería of Granada (Spain): From a silk trade center to a post-touristic shopping-scape
(Edições Universitárias Lusófonas, 2013) Muñoz, Juan; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The Alcaicería of Granada is a contemporary post-touristic shopping-scape with deeps roots in history. In the Medieval Arab world, the term al-qaysāriyya described a commercial institution for the silk trade as well as an architectonic typology. In Al-Andalus, the typology was a cluster of shops located in the center of the main cities. After the Reconquest, these structures were maintained and alcaicerías were even built, as commercial spaces, in America and the Philippines. The decline of the silk trade provoked their disappearance, with the exception of Granada's. The chronicle of the Alcaicería of Granada begins with a "transaction document" (1460), continues with its reconstruction in Alhambresque style (1843) and its conversion into a theme market for handcrafts (1940), to its recent restoration (2002). Today, the mimetic atmosphere full of souvenirs, among just a few local crafts, is a commercial urban scenario that mixes reality and fiction for tourists.
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.
Architectural representation of the socialist consumerist society: "Department Store Belgrade" in the self-governing socialism
(Edições Universitárias Lusófonas, 2013) Pesic, Mladen; Markovic, Iva; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The research is based on an examination of the emergence and development of the socialist consumerism in Yugoslavia which coincided with the political - economic strategy of the state by opening to the cultural codes of the West. Historic milestone in socialist Yugoslavia, in the process of shaping mass consumption in socialist society, coincided with the introduction of self-management in the 1950s. Idea was to use the mechanisms of the capitalism, within the socialist political system in order to create a modern consumer who enjoys shopping. Yugoslav modernist ("alternative") architecture super markets and shopping departments, during the late fifties and sixties, is conceived as a place of ambient visual experience. As a consequence, came a necessity for Yugoslavian trade companies to treat their sales areas (places) always updated with the contemporary tendencies in accordance with the latest architectural trends. One of the main goals of the research is to examine the role that architecture of department stores had after the economic reforms 1965th, and how it represented the market and social spending in socialist Yugoslavia. At the same time, paper would review the concept of organization and functioning of department stores, and to research whether the area of trade development within self-managed socialism, operated under a system agreed economy or market economy. The phenomenon of socialist department stores during sixties and seventies of the twentieth century, will be explained and explored using the example of enterprise ‘’Robna kuca Beograd’’(Department Store of Belgrade). The idea of their existence was focused on the Yugoslav socialist consumerism, because under socialism there was an awareness that the market system should be introduced, but that does not grow in the consumer capitalist ideology. The task of this research is to demonstrate how the architecture of department stores contributed to the formation of consciousness consumer society in socialist Yugoslavia and how this architectural symbol of trade promoted socialism as established social - political order.
Artificial mono-functionalism versus natural mixed-use: Case study of Bartók Béla avenue, Budapest
(Edições Universitárias Lusófonas, 2013) Szendrei, Zsolt; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
These days one of the most important questions in connection with big cities is the functional diversity of the central areas. My research focuses on the connection between the rehabilitation of downtown, mixed-use developments and the problems of city usage. Among the new functional revitalizations a good example for top-down initiatives is the territory of Bartók Béla avenue, the south-eastern part of Budapest, because of the conscious functional rehabilitation by the local government. The artificial changes of the spontaneously shaped mixed-use territory of the district query the liveability and usability of the area. The research analyses the concentration of the different types of commercial and service functions and explores the temporal and spatial changes of the functional diversity and focuses on the sustainability effects of the multifunctional urban fields.
The Bazaar in the Spring: Public Space and the Modern Gulf City
(Edições Universitárias Lusófonas, 2013) Odeh, Maha; El Amrousi, Mohamed; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Traditional shoppingscapes that characterized many Islamic cities known as the souk/bazaar constructed spaces in the city that specialized centres of production, and exchange, commonly depicted as spaces of socio-cultural interaction accessible to all. However, these spaces of consumption became tamed with the advent of the modern city and the department store, they became more institutionalized, homogenised and tourist/souvenir oriented. Changes in urban planning policies, societies and civil lives of its citizens allowed malls to expand as spaces of inclusion and exclusion to certain social groups, their success affected the morphology of the Souk which still remains present in the modern Gulf city as a space of interaction and exchange of cheap goods, fruits and vegetables. Devouring any form of public space in the city, planners and policy makers gradually exchange any form of public space with contemporary shoppingscapes. This paper examines shoppingscapes of the contemporary Arab/Gulf city by tracing the development of souk/bazaar genealogy and examining the socio-cultural drift that created such change. It also intends to investigate the notion of public space and its diminishing role in the Gulf cities.
Blurring boundaries: the Mall and the City
(Edições Universitárias Lusófonas, 2013) Trova, Vasso; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This paper will focus on the evolution of shopping malls in Athens. It will try to describe the two basic dominant typologies of Greek shopping malls and it will investigate the multiple and controversial factors of the spatial and social context within which malls are located. The paper will argue that a decade ago events such as the 2004 Olympic Games have created a spatial background suitable for locating oversized boxes (the typical suburban type) while the degradation of the city centre has created a spatial background for the development of the urban mall connected to the public transport system. In both cases malls are trying to create urban substitutes by providing multiple cultural events, various entertainments, by constructing certain urban ambiences and by trying to associate with the landmarks of the city. In this context a hybrid situation is being constructed where the boundaries between the mall and city life become indiscernible.
A case for the urbanisation of future Irish shoppingscapes
(Edições Universitárias Lusófonas, 2013) Greaney, Deirdre; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This paper puts forward a case for the urbanisation of future Irish shoppingscapes. It does so out of concern over the lack of urban design that factors in urban social sustainability found in Irish shoppingscapes built during the Celtic Tiger years. With reference to the challenge set to designers by De Solà-Morales (1992): “the urbanization of the private domain as a new challenge,” this research investigates urbanisation from the socio-cultural perspective. It informs itself from the discourse in urban theory focusing on conditions that allow for urban social sustainability. In attempting to define design’s role in the creation of these conditions, an evaluation criterion is drawn from this discourse and applied to shoppingscape case studies, to determine if their designs factor in urban social sustainability. The findings highlight Celtic Tiger shoppingscapes and also demonstrate how the concepts derived from urban theory can inform the design of future shoppingscapes, emphasising conditions that allow for socio-cultural urbanisation.
A case study: to design a XL supermarket in the Netherlands and its consequences
(Edições Universitárias Lusófonas, 2013) Veeger, T. T.; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
On the outskirts of the centre of Eindhoven (a medium-sized town in the south of the Netherlands), an existing supermarket located along the ring road, which forms part of a chain named “Albert Heijn,” was doubled in size in 2002, making it the flagship of a new “extra large” formula, called “AH XL”. The existing establishment of the supermarket was completely transformed, both the interior and exterior. In this case study we will explain the thoughts and ideas behind the original concept from the perspective of the architect. The original material, such as sketches, models and presentations has been used to construct a timeline of the design process. This paper tries to make clear which stakeholders, references and external influences were important for the development of the final design.
Changescapes: Walmart supercenters as catalysts for territorial change
(Edições Universitárias Lusófonas, 2013) Caine, Ian; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This design research examines the cycle of growth and decline associated with Walmart Supercenters as a way to reconsider the transformation of suburban territories. The project utilizes case-study sites in San Antonio, Texas to establish three distinct Walmart Supercenter typologies: urban, suburban, and exurban. The central thesis asserts that many of the negative externalities that emerge from commercial big box developments result from the difference between the financial lifecycles of the building structures and the surrounding urban landscape. The project seeks to re-align these life-cycles: first, by examining the increments of change related to the various components of the big box development; and second, by re-proposing a framework within which the requisite change can be more productively managed.
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.
Community-oriented consumption and opportunities for change in shopping centre/mall design
(Edições Universitárias Lusófonas, 2013) Máté, Kirsty; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Shopping centres are the bastions of the consumer age, promoting in their design the desire to continue to consume at an unsustainable rate. However there is growing evidence that new paradigms of consumption are emerging in developed countries, led by evolving technologies and online shopping, that are shifting consumer values and behaviours - and the environments in which we shop will need to adapt. Community-oriented consumption paradigms relate to behavioural changes that link people more closely, socially and/or culturally, with each other, providing a sense of community. These can be virtual or face-to-face. Collaborative consumption, the ‘Me vs We’ economies, service economies, the slow movement and prosumption are examples. This paper will discuss the variety of community-oriented consumption paradigms, addressing food as a linking concept, and their influence on shopping centre/mall design.
Culinaryscapes: Typomorphological Changes in Old District Urban Landscape
(Edições Universitárias Lusófonas, 2013) Heryanto, Bambang; Sastrawati, Isfa; Patandianan, Marly Valenti; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This paper tries to explore the development of urban tourism amenities in an old district of the city. It is inevitable that tourism activities, needs various amenities to accommodate travelers. One of several amenities that travelers look for, beside hotels and shopping places, is the specific tasty local foods. The growing numbers of buildings and eating structures that facilitate culinary activities in the last decades have changed the spatial pattern of the old district of Makassar. Old colonial houses and open spaces have been turned into restaurants, bistros, cafes, and food stalls that serve local and global cuisines. The paper used field observation by identifying buildings structures that facilitate culinary activities through typo-morphological analysis based on the spatial, morphological, functional, temporal, and visual dimensions. The typomorphological changes that are measured in the old district are the type, location, site, form, structure, and distribution pattern of eating place.
The demalling process in Italy
(Edições Universitárias Lusófonas, 2013) Cavoto, Gabriele; Limonta, Giorgio; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The demise of retail buildings is a rather recent phenomenon, very common in the United States. Hundreds of shopping malls and big box stores are falling into decay and their failure influences, to some degrees, the contemporary and future evolution of retail buildings. Europe and Italy are not immune to the overgrowth dynamics of the retail system that have been observed in the United States, and the first cases of decline and crisis have already appeared in several Italian areas. Demalling, a technical term that defines the response to the decline and demise of shopping centres, represents a totally new urban challenge to redevelop vacant malls and big box stores. Features and issues arising from the conversion of retail buildings have been analyzed focusing on the Italian context, through two case studies: the abandoned shopping mall Euromercato in Casoria (Naples) and the closed grocery store Esselunga in Pioltello (Milan), transformed in an Health Centre.
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.
The Estação Shopping Mall in Itaipava
(Edições Universitárias Lusófonas, 2013) Gazzaneo, Luiz Manoel; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The Estação Shopping Mall was built at the site of the old Itaipava Railway Station and represents a strong point of offering of choice and leisure in the rich district of Petropolitano. It was built in the first decade of this century, and opened in December 2006. It exerts a central role in the district, not only for its architecture, where we have the forms and functionality of contemporary, but also because of the aspects that remind us to the old train station, as well as the functionality and diversity options. The ground forms a “swivel”, a roundabout on Union and Industry Road by providing two access levels. The building has two levels and external accesses by each of these levels: the level of Union and Industry Road - 1st floor level and the area above the terrain. The land has an area of 11,270.00 m2, and an occupancy rate of 75.43%, the occupied area is 8,501.59 m2 and the open area in the ground level is 4,751.41 m2, the building area is 14,336.22 m2 with 105 stores, divided in an area of 781,763 m2 in the Union and Industry level and an area of 651,859 m2 on the ground level. The building has 281 parking spaces - 83 covered in the Union and Industry Road and 198 open on the ground level; water reservoirs have a total capacity of 153,000 liters and Basic Leasing Area of 7,150.00 m2, it have several restrooms with a total of 69 toilets . Also have a flow of vehicles of 17,879 /month (media) and a flow of 71,000 persons/month, public of classes A and B. The Estação Shopping Mall has two anchor stores at Union and industry level, two anchor stores at ground level, 33 shops at the Union and Industry level, 70 shops on the ground level, the possibility of up to twelve (12) feed operations with 100 outdoor seating in the main squares. The anchor stores are Planeta Corpus Fitness and Lojas Americanas in the Union and Industry level. And two cinemas at the ground level, semi-anchors are Vagão Beer Food, Richards, Bank of Brazil, Santander Bank, the satellites shops are Kopenhagen, Osklen, Mr.Cat, Claro, Bob's, Chez Michou, Datelli, Wollner, Sorvete Brasil, Mio, Tableware, Feet Foot, Kevingston, Ary Delicatessen, Imaginarium, among others. The mall has 2 escalators, 1 panoramic elevator, 2 lakes, a skylight all over the upper main floor, Central Monitoring, Air Conditioning - 6 machines, and ambient music with exclusive programming. The Itaipava Mall now represents a new option for living and recreation not only for the people of the 3rd district of Petropolis but also to the nearby 2nd District - Cascatinha, and the 4th District Pedro do Rio. Around the shopping mall there are some commercial establishments and residential class “A”. It is a new benchmark not only for the options to shop, but also for the leisure activities.
Flagship Stores: The new all-inclusive Shoppingscape
(Edições Universitárias Lusófonas, 2013) Sharma, Bhakti; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Shoppingscapes are socio-cultural icons of a city, the signs of an era, the transformers of the urban landscape, and the experience providers to the users. It is around retail or the economic centers of the city, that the cultural and the social centers develop. If the historical precedent of retail, social, and cultural activities existing in a symbiotic relationship is to hold true in today’s market, the definition of shoppingscape can be applied to a new consolidated setting in the form of flagship stores. Flagship stores are retail spectacles that serve the purpose of retailment, exclusive social interaction, creation of culture, all while providing an exclusive sales shrine for the customer. This paper explores the flagship stores as the new shoppingscape and identifies the spatial appropriations with flagship stores that are similar to the traditional shoppingscape where the intent is to convert retail into experience fully integrated into other cultural activities such as theatre and art. Furthermore, this paper explores the impact of an all-inclusive flagship store format that distinguishes it from historic precedents and judges its’ impact on the shoppingscape.
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.

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