Revista Lusófona de Arquitectura e Educação nº 08-09 (2013)
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Item Shipping container mall: a rising typology(Edições Universitárias Lusófonas, 2013) Cabrera Vergara, Maria; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoNowadays, 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.Item Retail Design. Do we need a project instrument or a project tool?(Edições Universitárias Lusófonas, 2013) Lança, Luís; Loução, Maria Dulce; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoIn 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 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 InformaçãoThis 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.Item The Urban Shopping Centre as a powerful artefact capable of creating important collective spaces(Edições Universitárias Lusófonas, 2013) Roca, Estanislao; Bento, Pedro; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoIn 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 The suburban shoppingscape and the reconfiguration of urban ideals(Edições Universitárias Lusófonas, 2013) Daborn, Shirley; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoThis 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.Item Changescapes: Walmart supercenters as catalysts for territorial change(Edições Universitárias Lusófonas, 2013) Caine, Ian; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoThis 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.Item A discussion about new Bucharest ShoppingScapes(Edições Universitárias Lusófonas, 2013) Enache, Cristina; Mihaila, Marina; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoBecause 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 Old Market v. Shopping Malls: The Impacts of Changing Consumer Practices on Sarajevo’s Urban Morphology(Edições Universitárias Lusófonas, 2013) Omićević, Nerma; Gül, Murat; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoThis 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 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 InformaçãoHong 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.Item 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 InformaçãoThe 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 Flagship Stores: The new all-inclusive Shoppingscape(Edições Universitárias Lusófonas, 2013) Sharma, Bhakti; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoShoppingscapes 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 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 InformaçãoThese 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 Shopping Mall In The City Context - How Can The Shopping Mall Positively Contribute To The Development Of The City Core?(Edições Universitárias Lusófonas, 2013) Paszkowski, Zbigniew; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoRecent 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 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 InformaçãoTraditional 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.Item 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 InformaçãoShoppingscapes 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 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 InformaçãoThe 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.Item The demalling process in Italy(Edições Universitárias Lusófonas, 2013) Cavoto, Gabriele; Limonta, Giorgio; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoThe 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 A case for the urbanisation of future Irish shoppingscapes(Edições Universitárias Lusófonas, 2013) Greaney, Deirdre; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoThis 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 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 The role of shopping malls in shaping the Lisbon Metropolitan Area: The Amoreiras Shopping Center case study(Edições Universitárias Lusófonas, 2013) Cardim, João; Escola de Comunicação, Arquitetura, Artes e Tecnologias da InformaçãoThe 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.