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Unformatted text preview: The Space of Consumption Architecture of Desire & the Science
of Shopping Away from 2D meaning
• “Melts in your
Mouth, Not in Your
Hand” They hold us. Do we melt? Consumer space
• Literal space: embedded ads, billboards,
wearing logos. Architecture (malls).
• Psychic or Interior space: dreams and
fantasies we inhabit and that inhabit us.
• Public space. Space of community.
• Cyberspace Space of Consumption
• Brand expands
• The Store as 3D
advertisement Architecture as a medium Cathedrals &
• People make choices, but not in conditions
of their own making The Consumer Self
• From individual ego searching out goodsas-satisfiers to…
• Object of studies, analysis, stimulation. Anatomy (body, senses)
• Organization of gazes, senses, and
movements. The package as space
• Brand as space
commodity Who is the product? Psychology: interior space
Psychology: Department Stores: Spaces of Desire L. Frank Baum:
first retail art director Author of… Cathedrals of consumption
• Display is active, not passive, organization.
• Design: stimulates desire (transformation)
• Light and Colors John Wanamaker John Wanamaker Departments: toy and bridal Human form: real and fake Attractors: Motion
• Fountains Revolving doors. Escalator Glass: mirrors and windows Displays: more important than
goods Window shopping is born Fairy tales and exotic dreams Live people
Live Breaking the spell Reabsorbed by consumer culture Goal
• Shopping as an experience in
and of itself Shopping and the public
1) Study of persons (even nonpersonal—
2) Organization of public space. It’s a Mall World
It’s a Mall World Victor Gruen, Southdale Minnesota. 1956 Suburbs
Suburbs Rationalization of space Suburbanization: a cure for anarchy of city. PostForeclosure Suburbs
PostForeclosure Suburbs Gruen has high hopes
Gruen has high hopes
Mall would recreate public space of city Old meets new: community meets Old meets new: community meets unity and efficiency. The “Gruen Transfer”: Transform
Atmospherics Science that mixes architecture and behavioral psychology “Affectcreating medium” Casinos: the eternal present
Casinos: the eternal present Antique stores: clutter and Antique stores: clutter and finding treasure Psychological
Psychological Regression (childhood) and Transference (to structure). “We want people to get lost, and then discover new things”—mall designer Quiz
Quiz What is a Tachistoscope, or T scope? Other senses: Sounds, Touch, and Other senses: Sounds, Touch, and Smell Muzak: “Magic is what we do, music is how we do it”
Tactile: handling the merchandise Cinnabon: Scentmanagement Spatial techniques of Spatial techniques of persuasion Little to no outdoor leisure area Anchor stores 600 ft. rule “Attitude adjustment space”: transition zone at entrance Buttbrush Science of Shopping
Science of Shopping Goal: keep people inside and moving Keep people in optimal shopping zone: prevent shallow loop Retail anthropologists
Retail anthropologists effect is to automate processes of which we are not fully aware. Oneway communication
Oneway communication Not dialogue, not “knowing wants”, but studying (for single purpose). Whose desire is transformed? History of NJ malls
History of NJ malls Public space: Commercialized Privatized Feminizing Bergen and Paramus
Bergen and Paramus Garden State Plaza
Garden State Plaza Commercialized
Commercialized Integrating commerce with civic activity Science/order vs. anarchy/ugliness Science/order vs. anarchy/ugliness of city Filtering People through: Site selection
Result community = market segment Defined through exclusion Downtown Businesses respond
Downtown Businesses respond Sunday Blue Laws Federal funds for urban renewal Privatized
Privatized Commerce and community: conflict Property rights vs. free speech Public vs Private Space
Public vs Private Space Marsh Doctrine: First amendment rights trump private property. Shopping centers as sidewalk, company town Changes with conservative Supreme Court Feminizing
Feminizing Turning shopping chores into leisure time Different from men’s public spaces of city Family time Feminizing
Feminizing Women’s power in suburbs = shopper. Not social or economic power. – Credit cards: still dependent Newark Newark Between 1964 and 1992, every major dept store closed PostMall
PostMall City as Mall: Link to Museums, history, casinos, riverfronts.
“urban entertainment destination” From store to neighborhood
From store to neighborhood From store to neighborhood
From store to neighborhood ...
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This note was uploaded on 10/26/2011 for the course JOURNALISM 567:274 taught by Professor Braitich during the Fall '10 term at Rutgers.
- Fall '10