Revista Lusófona de Arquitectura e Educação nº 08-09 (2013)
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Item The demalling process in Italy(Edições Universitárias Lusófonas, 2013) Cavoto, Gabriele; Limonta, Giorgio; ECATI - School of Communication, Architecture, Arts and Information TechnologiesThe 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.Item 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 InformaçãoOver 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.Item 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 InformaçãoThe 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.Item Collectivity and the Post-war European Shopping Centre(Edições Universitárias Lusófonas, 2013) Gosseye, Janina; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoThis 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.Item Just a failed shopping-scape? Urban and public values of Le Mirail’s dalle(Edições Universitárias Lusófonas, 2013) Martín Domínguez, Guiomar; ECATI - School of Communication, Architecture, Arts and Information TechnologiesThe famous plan for Toulouse-Le Mirail, by Candilis/Josic/Woods (1961), proposed a radical and hitherto new public space, the dalle, an elevated linear ‘stem’ that wove the whole urban intervention and concentrated all the commercial, social and cultural activity of the neighbourhood. However, the project is today stigmatized as a total social failure. The dalle has been demolished and a traditional commercial street has been implemented. Was demolition the sole alternative for Le Mirail’s future? This paper aims at identifying certain themes around the conception of the dalle, capable of informing today’s theory and practice in the design of new shopping/public-scapes. It reflects on both the most positive values of the project and on its naiveties and mistakes, conscious of the social unrest that aggrandized them. Ultimately, it calls for a deeper reflection on the urban proposals of the Modern Movement, beyond demolition as the only possible solution.Item Community-oriented consumption and opportunities for change in shopping centre/mall design(Edições Universitárias Lusófonas, 2013) Máté, Kirsty; ECATI - School of Communication, Architecture, Arts and Information TechnologiesShopping 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.Item Shocking ShoppingScapes(Edições Universitárias Lusófonas, 2013) Ramos, Isabel Joaquina; Freire, Maria da Conceição Marques; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoAs 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.Item 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 InformaçãoThe 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.Item Artificial mono-functionalism versus natural mixed-use: Case study of Bartók Béla avenue, Budapest(Edições Universitárias Lusófonas, 2013) Szendrei, Zsolt; ECATI - School of Communication, Architecture, Arts and Information TechnologiesThese 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.Item Retail Design. Do we need a project instrument or a project tool?(Edições Universitárias Lusófonas, 2013) Lança, Luís; Loução, Maria Dulce; ECATI - School of Communication, Architecture, Arts and Information TechnologiesIn this communication we write about the evolution of the study of the design tools that support the methodological infrastructure of the Interior Design and Architecture professional practice with special regard to the tools mostly used by Retail Design. We intend to bring forward the concept that the study of the different design artifacts allow us to change the focus from the final product into the activities involved in its design process through a clarification of their participating role in the creative process. The common design tools used in design as the sketch and the physical scale model may in a near future evolve as instruments that incorporate the ability to answer the retail design special needs allowing processes of delegation, evaluation and control that characterize the instruments in other human activities. In our conclusion we offer some insights for future development of the research around this problem space.Item Flagship Stores: The new all-inclusive Shoppingscape(Edições Universitárias Lusófonas, 2013) Sharma, Bhakti; ECATI - School of Communication, Architecture, Arts and Information TechnologiesShoppingscapes 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.Item A case for the urbanisation of future Irish shoppingscapes(Edições Universitárias Lusófonas, 2013) Greaney, Deirdre; ECATI - School of Communication, Architecture, Arts and Information TechnologiesThis 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.Item Shopfronts. Madrid, 1925-1955(Edições Universitárias Lusófonas, 2013) Cifuentes Barrio, Santiago; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoMidway 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.Item The Placebo Effect_ Towards the idealized Public Space(Edições Universitárias Lusófonas, 2013) Loi, Mariana; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoContemporary 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.Item 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 InformaçãoThis 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.Item Architectural representation of the socialist consumerist society: "Department Store Belgrade" in the self-governing socialism(Edições Universitárias Lusófonas, 2013) Pesic, Mladen; Markovic, Iva; ECATI - School of Communication, Architecture, Arts and Information TechnologiesThe 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.Item 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 InformaçãoShopping 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.Item The affective-emotional communication in shoppingscapes: case study(Edições Universitárias Lusófonas, 2013) Maffei, Simone; Durão, Maria João; Menezes, Marizilda dos Santos; ECATI - School of Communication, Architecture, Arts and Information TechnologiesShoppingscapes 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.Item The role of shopping malls in shaping the Lisbon Metropolitan Area: The Amoreiras Shopping Center case study(Edições Universitárias Lusófonas, 2013) Cardim, João; ECATI - School of Communication, Architecture, Arts and Information TechnologiesThe Amoreiras Shopping Center (Tomás Taveira, inaugurated in 1985) is one of the most relevant case studies for the understanding of the shopping center phenomenon in the Lisbon region. One of the first major examples of this typology in Portugal, the Amoreiras mark the moment when large shopping centers materialize the fundamental space for the development of a consumer society, made possible due to the stabilization of the country in the post-revolution period of the 1980s. This communication is part of a larger investigation program proposed for a Ph.D. in Architecture and Urbanism, with the provisional title Urban (re)Centralization – The role of shopping malls in shaping the Lisbon Metropolitan Area: between Centro Comercial da Portela and Dolce Vita Tejo. The proposed dissertation assumes the shopping center as an essential element in the regional planning of the metropolitan territories, and also as a potential regenerator of depressed urban and suburban areas.Item Shipping container mall: a rising typology(Edições Universitárias Lusófonas, 2013) Cabrera Vergara, Maria; ECATI - School of Communication, Architecture, Arts and Information TechnologiesNowadays, it is rather unusual to find someone that hasn’t come across –either on the streets or in magazines- small shops made out of shipping containers. These little boutiques, so appealing, have often become the flagship stores of iconic brands such as Freitag, Puma or Uniqlo. However, few are the ones who are aware of the existence of shopping malls made out of these same containers. Neither a building, nor a stall –and despite their unusual construction material- they still are mostly considered architectures, but their singular constructive qualities produce a particular architectural outcome worth to be studied thoroughly. The purpose of this paper is twofold. Firstly, to analyze and compare their architectural attributes with those of traditional shopping mall architecture. Secondly, to reflect on whether these new architectural solutions can be considered conceptual models to inspire future commercial typologies, able to respond better to certain arising architectural, social and urban demands.