Revista Lusófona de Arquitectura e Educação nº 08-09 (2013)
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Item The affective-emotional communication in shoppingscapes: case study(Edições Universitárias Lusófonas, 2013) Maffei, Simone; Durão, Maria João; Menezes, Marizilda dos SantosShoppingscapes 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 Shoppingscapes architecture as a challenge: possible pattern for Serbia(Edições Universitárias Lusófonas, 2013) Stojic, Dragoslav; Stankovic, Danica; Tamburic, JasminaThe 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 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, RashidahThis 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.Item The Urban Shopping Centre as a powerful artefact capable of creating important collective spaces(Edições Universitárias Lusófonas, 2013) Roca, Estanislao; Bento, PedroIn the last decades, the obsolescence of major equipment (oldest bullrings, railway stations, military facilities, old hospitals, unused factories, etc.) and the existence of urban voids in most European cities (generally old peripheral areas which have transformed into interstitial areas without a particular use) has created exceptional conditions for the emergence of a new urban typologies in central cities, namely retail areas, usually known as Urban Shopping Centres. At the same time, the phenomenon of urban shopping centres in city centres has been followed by an increasingly rich and intense debate throughout the academia. In this context, a controversial issue remains unclear: are these artefacts generating new collective spaces capable of creating synergies with public space? Or, on the contrary, will they introduce ruptures and compete with public space? This article tries to address this contentious issue arguing that in the observation of certain circumstances the urban shopping centre is in fact a powerful artefact capable of creating important collective spaces.Item Flagship Stores: The new all-inclusive Shoppingscape(Edições Universitárias Lusófonas, 2013) Sharma, BhaktiShoppingscapes 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 Old Market v. Shopping Malls: The Impacts of Changing Consumer Practices on Sarajevo’s Urban Morphology(Edições Universitárias Lusófonas, 2013) Omićević, Nerma; Gül, MuratThis paper investigates the change that has occurred over time in the commercial districts of Sarajevo. It explores how the newly opened shopping malls impact on the consumer behaviours and practices in Sarajevo, Bosnia and Herzegovina and their overall influence on the urban morphology of the city. In particular the impact of the newly opened modern shopping malls on the city’s traditional retail districts, such as Baščaršija and Ferhadija Street and the city’s urban expansion towards the west throughout its history, are analysed in this paper. Based on a detailed review of existing literature, questionaries and interviews with the general public and business owners both in the traditional market district and new shopping malls, this study will provide valuable information for future research focusing the urban planning in Sarajevo.Item A case study: to design a XL supermarket in the Netherlands and its consequences(Edições Universitárias Lusófonas, 2013) Veeger, T. T.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.Item 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, ZbigniewRecent 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”.Item Retail Design. Do we need a project instrument or a project tool?(Edições Universitárias Lusófonas, 2013) Lança, Luís; Loução, Maria DulceIn 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 The Placebo Effect_ Towards the idealized Public Space(Edições Universitárias Lusófonas, 2013) Loi, MarianaContemporary 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 A case for the urbanisation of future Irish shoppingscapes(Edições Universitárias Lusófonas, 2013) Greaney, DeirdreThis 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 Community-oriented consumption and opportunities for change in shopping centre/mall design(Edições Universitárias Lusófonas, 2013) Máté, KirstyShopping 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 A discussion about new Bucharest ShoppingScapes(Edições Universitárias Lusófonas, 2013) Enache, Cristina; Mihaila, MarinaBecause 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.Item Blurring boundaries: the Mall and the City(Edições Universitárias Lusófonas, 2013) Trova, VassoThis 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.Item Polycentrism and commercial “central” places in Rome: State of art and scenarios of urban qualification(Edições Universitárias Lusófonas, 2013) Afrasinei, Alexandra; Cappuccitti, AntonioUrban 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.Item Artificial mono-functionalism versus natural mixed-use: Case study of Bartók Béla avenue, Budapest(Edições Universitárias Lusófonas, 2013) Szendrei, ZsoltThese 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 The ShoppingScapes and the infrastructural city(Edições Universitárias Lusófonas, 2013) Tavares, AnaMetropolitan 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?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.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.Item Shocking ShoppingScapes(Edições Universitárias Lusófonas, 2013) Ramos, Isabel Joaquina; Freire, Maria da Conceição MarquesAs 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 Skywalking in Hong Kong: disrupting flows in the consumerist wonderland(Edições Universitárias Lusófonas, 2013) Kwok, Evelyn; Spurr, SamHong 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.