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Brandscapes : Architecture in the Experience Economy - Anna Klingmann


Architecture in the Experience Economy

Paperback Published: 24th September 2010
ISBN: 9780262515030
Number Of Pages: 378
For Ages: 18+ years old

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In the twenty-first century, we must learn to look at cities not as skylines but as brandscapes, and at buildings not as objects but as advertisements and destinations. In the experience economy, experience itself has become the product: we're no longer consuming objects but sensations, even lifestyles. In the new environment of brandscapes, buildings are not about where we work and live but who we imagine ourselves to be. In "Brandscapes, " Anna Klingmann looks critically at the controversial practice of branding by examining its benefits, and considering the damage it may do. Klingmann argues that architecture can use the concepts and methods of branding--not as a quick-and-easy selling tool for architects but as a strategic tool for economic and cultural transformation. Branding in architecture means the expression of identity, whether of an enterprise or a city; New York, Bilbao, and Shanghai have used architecture to enhance their images, generate economic growth, and elevate their positions in the global village. Klingmann looks at different kinds of brandscaping today, from Disneyland, Las Vegas, and Times Square--prototypes and case studies in branding--to Prada's superstar-architect-designed shopping epicenters and the banalities of Niketown. But beyond outlining the status quo, Klingmann also alerts us to the dangers of brandscapes. By favoring the creation of signature buildings over more comprehensive urban interventions and by severing their identity from the complexity of the social fabric, Klingmann argues, today's brandscapes have, in many cases, resulted in a culture of the copy. As experiences become more and more commodified, and the global landscape progressively more homogenized, it falls to architects to infuse an ever more aseptic landscape with meaningful transformations. How can architects use branding as a means to differentiate places from the inside out--and not, as current development practices seem to dictate, from the outside in? When architecture brings together ecology, economics, and social well-being to help people and places regain self-sufficiency, writes Klingmann, it can be a catalyst for cultural and economic transformation.

"As Anna Klingmann shows in this well-researched, and well-written book, brand and experience management are at the forefront of contemporary architectural theory and practice. Indeed, viewing buildings and architects as brands that provide experiences can provide a new and fresh perspective for the entire field of architecture. This insightful book provides a much-needed critical perspective on this emerging trend." Bernd Schmitt , author, Experiential Marketing and Customer Experience Management "Heir to the heraldry of ancient kingdoms, today"s experience economies attempt to link the caprice of themed environments with thoroughly rationalized market strategies. As various strata of space making become increasingly reliant on psychic signaling as symbolic capital, the architecture profession indulges in another of its perennial crises about authenticity and meaning that never existed. Klingmann"s Brandscapes allows us to eavesdrop on this soul-searching, but she also whispers, in aside, "Where"s the tragedy?" Indeed, she argues that commodified desire may only give designers more precise and penetrating control over business plans and urban politics now under the affable spell of brand longing."Keller Easterling , Associate Professor, Yale University School of Architecture " Brandscapes bravely argues for a public architecture to re-create delight, challenging designers to bring together the wow factor of consumer culture and people"s desire to belong. Klingmann makes us realize that good architecture can be both commercial and thematic -- and forces us to rethink the legacy of modernism for an unstable age."Sharon Zukin , author, The Cultures of Cities " Brandscapes is the first architecture book that takes the Experience Economy as its premise to show architectsand by extension designers, engineers, and indeed all experience stagershow to create places that are authentic, meaningful, and engaging. If placemaking means anything to you, read Anna Klingman"s far-reaching book and apply its path-breaking principles." B. Joseph Pine II and James H. Gilmore , coauthors, The Experience Economy and Authenticity: What Consumers Really Want "In the endlessly recombinant formats spawned by globalization, the meaning of architecture is forced to negotiate a slippery territory between identity, representation, and branding. With a rigorously jaundiced eye, Anna Klingmann unpacks this new place, offering a fascinating tour of both its perils and its possibilities."Michael Sorkin

Acknowledgmentsp. xi
Introduction: Architecture in the Experience Economyp. 1
Eyes Which Do not Seep. 11
Liners: From Function to Experiencep. 11
Airplanes: From Hardware to Humanwarep. 19
Automobiles: From Standardization to Mass Customizationp. 24
Changing the Codep. 35
The Experience Economyp. 35
Architecture as Experiencep. 45
The Brandp. 55
Added Valuep. 65
Architecture Without Architectsp. 69
Architecture with a Plotp. 69
Living the Fully Branded Experiencep. 77
Literal Brandscapesp. 81
Times Square and Potsdamer Platzp. 83
NikeTownp. 86
Phenomenal Brandscapesp. 89
Third Street Promenadep. 93
Evolution as ôFlattenedö Branded Landscape
Jerde Partnershipp. 99
Reinventing the Communal Experience
Inspirationp. 106
Marketing Without Marketersp. 111
The Choreography of Unpredictabilityp. 111
The Accommodating Criticalp. 115
Nobrowp. 124
Liquid Architecturep. 124
Datascapesp. 131
Time-Based Strategiesp. 135
Parametric Designp. 138
SHoPp. 145
The Legacy of Modernismp. 148
(M)Arketingp. 155
How Marketing Trumped (Modernist) Ideologyp. 155
Architecture as Productp. 184
Understanding, Creating, Communicating
(M) Architecturep. 189
The Lessons of Las Vegasp. 189
The Inverted Shed and the Inverted Duckp. 190
Place Marketingp. 194
The Illusion of Plansp. 206
From Composition to Choreographyp. 206
From Object to Fieldp. 211
From Axis to Pathp. 212
From Wall to Surfacep. 214
Pure Creation of the Mindp. 214
The Legibility of Intentionp. 214
The Discontinuity of Stage and Backstagep. 215
Drama + Diversity + Detailp. 217
Addendum 1: Figural Regimes of Significationp. 223
Addendum 2: The Parthenonp. 230
Beyond Bilbaop. 237
Architecture as a Catalyst for Urban Renewalp. 237
Architecture as Brand Equityp. 240
Architecture as Spectaclep. 247
Architecture as a Brandp. 255
Corporate Brandingp. 255
The Tension between Market and Placep. 255
Corporate Architecturep. 259
The Case of Vollkswagon and Fordp. 260
From Impact to Contactp. 265
Inspirationp. 270
Urban Brandingp. 271
Think Locally, Act Globallyp. 271
Architecture as a Marketing Toolp. 273
Concept Engineeringp. 281
Residential Brandingp. 285
Brandism (TM)p. 291
The Brand Called ôYouöp. 304
Ten Reminders to Architectsp. 311
From Product to Brandp. 311
From Need to Desirep. 312
From Performance to Experiencep. 313
From Plan to Choreographyp. 314
From Program to Ambiencep. 314
From Impact to Contactp. 315
From Function to Formp. 316
From Commodity to Catalystp. 317
From Physical to Human Contextp. 318
From Object to Subjectp. 318
Bridging the Gapp. 321
Afterwordp. 327
NOTESp. 331
Indexp. 351
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780262515030
ISBN-10: 0262515032
Series: The MIT Press
Audience: Professional
For Ages: 18+ years old
Format: Paperback
Language: English
Number Of Pages: 378
Published: 24th September 2010
Publisher: MIT Press Ltd
Country of Publication: US
Dimensions (cm): 17.9 x 22.9  x 2.2
Weight (kg): 1.02