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

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

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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.
The suburban shoppingscape and the reconfiguration of urban ideals
(Edições Universitárias Lusófonas, 2013) Daborn, Shirley; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
This paper looks at how the mid-twentieth century suburban shopping center created a pseudo-public space specifically tailored to attract women in their role as the primary shopper. Driven by the demands of a changing urban landscape retail developers combined urban ideals with modern materials and technology to create a shoppingscape that ideologically merged community values with notions of progress. The crisp, clean lines of modern design, paired with the practical delights of childcare facilities, cafes and a women’s lounge area re-presented a mix of city ideals and excitement with the familiarity and comfort of community facilities. Rather than displacing traditional city characteristics and activities, the suburban shopping center combined old and new development concepts to produce a new environment founded on principles of accessibility and comfort.
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.
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.
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.
The ShoppingScapes and the infrastructural city
(Edições Universitárias Lusófonas, 2013) Tavares, Ana; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Metropolitan landscapes gained, in the last few decades, new forms of materialization due to a double-sided factor: the full infra-structuration of the territory and the potential offered by the auto- -mobilization of the populations. This change of paradigm turned possible for commercial enterprises to discard the functional and scale mixture found in the traditional urban centers and to prefer creating their own, fully accessible, new peripheral centralities. Currently, cities have to be understood not as central places by themselves, but as nodes in an extensive web of interactions that are shaping how we experience the urban daily life at the relational scale. Recently the commercial market seems to have reached stagnation, which is forcing investors to rethink their competitive strategies and to find new business models, from where the e-commerce is arising as a future trend. Can ShoppingScapes, as we know them, be in danger of disappearing?
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.
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.
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.
Skywalking in Hong Kong: disrupting flows in the consumerist wonderland
(Edições Universitárias Lusófonas, 2013) Kwok, Evelyn; Spurr, Sam; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
Hong Kong, a global city continuously expanding vertically and multiplying the opportunities for profit generation skywards. Networks of skywalks connect this vast shoppingscape, defining a directory of consumption that constantly shifts the experience and understanding of the city. This paper explores how the ‘consumerist wonderland’ of Hong Kong, with its fragmented identity and glorified perception of consumption, has produced an urban, spatial situation that has seamlessly circulated the flow of consumption, yet been unintentionally subverted by a passively accepted foreign force. This surprising urban guerrilla inserts a recurring, un-commoditized event that breaks the assumption of continuous consumption. Their domestication of these skywalks dedicated to consumer spending and absolute convenience, propose an alternative form of civic engagement in the contemporary urban shoppingscape. Additionally, this paper will assist in extrapolating the parallels and reciprocity between the occupations of the elevated walkways and the urban terrain of Hong Kong.
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.
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.
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.
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.
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.
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.
Linear Shopping(e)scape: shopping the Italian way
(Edições Universitárias Lusófonas, 2013) Granello, Guido; Fabris, Luca; Escola de Comunicação, Arquitetura, Artes e Tecnologias da Informação
The paper first focuses on the history of the urban places devoted to the commerce in the towns of the Italian peninsula and analyses the change the quality and quantity of exchanges and shopping places brought before into at the urban scale and then into the territorial one. From the ancient villages Market Square, to the Market Streets that made the fortune of many Italian cities, then to the Market Roads invented during the Italian Boom of the ‘60s during last century to the Market Motorway that characterises the nowadays commerce and the shopping centres constellations: all this is the heritage that shaped the continuous, linear shopping landscape present in Lombardy and Friuli Venezia Giulia. The essay tries to individuate some hypothesis starting from this picture in motion, taking count that Italy, beside its cultural and natural landscape, has been always also a living shopping-scape.
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.
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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