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Publication
Centros comerciais enquanto parques temáticos: um preconceito da arquitectura sobre realidades forjadas para o consumo
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Advisor(s)
Abstract(s)
Os centros comerciais têm vindo a disseminar-se pelos territórios, reflexo de uma crescente
procura pelos consumidores. Para alguns autores, a atração a estes está ligada à replicação da
oferta comercial dos centros das cidades, mas com um controlo das variáveis atmosféricas, e
um aumento do conforto para quem faz compras.
A evolução da arquitetura destes, e da sua composição interior, conduz a questões sobre a
autenticidade versus artificialidade que, em último caso, levam à semântica sobre o que é
autêntico (socialmente visto como bom), e o que é falso (socialmente mal visto). (Gottdiener,
1995; Dovey, 1999) Este olhar sobre o que é bom, e o que é mau, a condenação que transpira
da crítica da arquitetura, bloqueou a análise de questões pertinentes relacionadas com a
conceção dos centros comercias. São algumas destas questões que pretendemos apresentar
com este trabalho.
Os argumentos de Beatriz Colomina relativamente ao poder da imagem, são o ponto de partida
para analisar o fenómeno dos centros comerciais, a sua arquitetura e, sobretudo, o profuso
recurso dos mesmos a símbolos e temáticas. Para a compreensão da utilização de
componentes cénicas e temáticas nos centros comerciais, analisamo-los em algumas das suas
dimensões e, posteriormente, observamo-los, em concreto. Procura-se, assim, entender sobre
uma aparente inevitabilidade da utilização da informação cénica nos espaços comerciais.
Shopping malls have been spread across the territory, reflecting a growing demand by consumers. For some authors, the attraction for these is linked to the replication of the commercial supply of city centers, but with a control of atmospheric variables, and increased comfort for the consumers. The evolution of the architecture of shopping centres, and its interior composition, leads to questions of authenticity versus artificiality that, ultimately, point to the semantics of what is authentic (socially seen as good), and what is false (socially frowned upon) (Gottdiener , 1995; Dovey, 1999). This look through what is good and what is bad, the conviction that exudes from the critique of architecture inhibited the emergence of relevant issues related to the design of shopping centers. These are some questions that we intend to present this work. ii Beatriz Colomina 's arguments concerning the power of image, are the starting point to analyze the phenomenon of shopping centers, its architecture and, especially, the profuse use of symbols and themes. To understand the use of scenic and thematic components in shopping centres, we looked at them in some of their dimensions and those are, subsequently, observed in detail. We want to understand about the apparent inevitability of the use of scenic information in commercial spaces.
Shopping malls have been spread across the territory, reflecting a growing demand by consumers. For some authors, the attraction for these is linked to the replication of the commercial supply of city centers, but with a control of atmospheric variables, and increased comfort for the consumers. The evolution of the architecture of shopping centres, and its interior composition, leads to questions of authenticity versus artificiality that, ultimately, point to the semantics of what is authentic (socially seen as good), and what is false (socially frowned upon) (Gottdiener , 1995; Dovey, 1999). This look through what is good and what is bad, the conviction that exudes from the critique of architecture inhibited the emergence of relevant issues related to the design of shopping centers. These are some questions that we intend to present this work. ii Beatriz Colomina 's arguments concerning the power of image, are the starting point to analyze the phenomenon of shopping centers, its architecture and, especially, the profuse use of symbols and themes. To understand the use of scenic and thematic components in shopping centres, we looked at them in some of their dimensions and those are, subsequently, observed in detail. We want to understand about the apparent inevitability of the use of scenic information in commercial spaces.
Description
Keywords
Centros comerciais Arquitetura Cenários Tematização Shopping centers Architecture Theming Sceneries