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Brandscapes : Architecture in the Experience Economy

£17.99

Product description

Architecture as imprint, as brand, as the new media of transformation-of places, communities, corporations, and people.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.

Item details

Author(s):
Anna Klingmann
Condition:
Used: very good
Dimensions:
229x178x21
EAN-13:
9780262515030
Format:
Paperback
ISBN-13:
9780262515030
Number of items:
1
Number of pages:
364
Publisher:
The MIT Press

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About this item

Architecture as imprint, as brand, as the new media of transformation-of places, communities, corporations, and people.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.

Author(s):
Anna Klingmann
Condition:
Used: very good
Dimensions:
229x178x21
EAN-13:
9780262515030
Format:
Paperback
ISBN-13:
9780262515030
Number of items:
1
Number of pages:
364
Publisher:
The MIT Press

Delivery & returns

This item will be dispatched to UK addresses via second class post within 7 working days of receipt of your order. Standard UK delivery is Standard UK delivery is £3.95 per order, so you're only charged once no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

This item will be dispatched to UK addresses via second class post within 7 working days of receipt of your order. Standard UK delivery is currently free no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

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