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Publication
Pop-up spaces: designing a pop-up space for online media platform Reform the Funk
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| 132.92 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este projeto explora o conceito de espaços pop-up,
examinando a sua evolução histórica e inserido em diferentes
manifestações. Sendo o propósito desta pesquisa ser proporcionar um entendimento de como a comunicação das
marcas é oferecido através do design de experiências e espaços, contribuindo para o desenvolvimento de um espaço pop-up para o cliente Reform The Funk - uma plataforma de mídia digital.
Para o propósito deste projeto, o termo pop-up é entendido
como uma forma de comunicação de marca centrado em eventos, relacionando-se com conceitos da economia de atenção e experiência. A definição de experiência e o que constitui uma são explorados através das lentes da arquitectura e do marketing, sendo que o design de um espaço pop-up reside na interseção de ambas disciplinas.
Ao pesquisar estratégias de pop-up e como têm sido realizadas através do design de espaço, o projeto ambiciona desenvolver um espaço pop-up que responde às necessidades do cliente. Criar uma intervenção através do espaço que atraia novas audiências e reforçar laços aos já existentes através do fomento do compromisso com a marca, numa dimensão física.
Normalmente localizados em espaços visíveis, entusiasmantes e inesperados, os designs ajudam a criar um buzz ao redor de espaços pop-up. Imagens partilhadas nas
redes sociais atraem mais pessoas para os visitar, tal como para criar uma memória coletiva duradoura do pop-up que reside no meio digital. As principais descobertas da pesquisa mostram que marcas digitais que usaram experiências pop-up
usufruíram de um efeito sinérgico que redireciona audiências
de volta para a sua presença online. Experiências que atraem mais dos sentidos ou encorajam diferentes tipos de exploração por parte do usuário, eram consideradas experiências com maior impacto. A pesquisa também mostrou que a memória de uma experiência positiva, mesmo sem se lembrar de detalhes, também cria uma associação positiva duradoura em relação à marca.
This project explores the concept of pop-up spaces, examining its evolution throughout history and within various different manifestations. The purpose of this research being to provide an understanding of how brand communication is offered through designed experiences and spaces, aiding towards the development of a pop-up space for the client Reform The Funkan online media platform. For the purpose of this project, the term pop-up is understood as an event centred form of brand communication, relating to this, the surrounding concepts of the experience and attention economy. The definition of experience and what constitutes as an experience are explored through the lens of an architectural and marketing understanding, as the design of a pop-up space lies at the intersection of these disciplines. By researching pop-up strategies and how they have been realised through spatial design, the project aims to develop a pop-up space that responds to the needs of the client. Creating an intervention through space in which to attract new audiences and strengthen ties to existing ones by fostering engagement with the brand in a physical setting. Usually located in visible spaces, exciting and unexpected spatial design helps create a buzz around pop-up spaces. Images shared on social media draw more people to visit, as well as create a lasting collective memory of the pop-up that lives on in the digital realm. Key findings from the research found that digital brands used pop-up experiences to create a halo effect that redirects audiences back to their online presence. Experiences that engaged more of the senses, or encouraged different types of exploration from the user, were deemed to be more impactful experiences. The research also showed that the memory of a positive experience, even if no details were recalled, also created lasting positive associations to the brand.
This project explores the concept of pop-up spaces, examining its evolution throughout history and within various different manifestations. The purpose of this research being to provide an understanding of how brand communication is offered through designed experiences and spaces, aiding towards the development of a pop-up space for the client Reform The Funkan online media platform. For the purpose of this project, the term pop-up is understood as an event centred form of brand communication, relating to this, the surrounding concepts of the experience and attention economy. The definition of experience and what constitutes as an experience are explored through the lens of an architectural and marketing understanding, as the design of a pop-up space lies at the intersection of these disciplines. By researching pop-up strategies and how they have been realised through spatial design, the project aims to develop a pop-up space that responds to the needs of the client. Creating an intervention through space in which to attract new audiences and strengthen ties to existing ones by fostering engagement with the brand in a physical setting. Usually located in visible spaces, exciting and unexpected spatial design helps create a buzz around pop-up spaces. Images shared on social media draw more people to visit, as well as create a lasting collective memory of the pop-up that lives on in the digital realm. Key findings from the research found that digital brands used pop-up experiences to create a halo effect that redirects audiences back to their online presence. Experiences that engaged more of the senses, or encouraged different types of exploration from the user, were deemed to be more impactful experiences. The research also showed that the memory of a positive experience, even if no details were recalled, also created lasting positive associations to the brand.
Description
Keywords
Espaços pop-up Experiências pop-up Comunicação de marca Design de experiência Economia de experiência Economia de atenção Design de espaços pop-up