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Brandscapes : architecture in the experience economy

Author: Anna Klingmann
Publisher: Cambridge, Mass. : MIT Press, ©2007.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
"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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Anna Klingmann
ISBN: 0262113031 9780262113038
OCLC Number: 71312865
Description: xii, 364 p. : ill. ; 24 cm.
Contents: 1. Introduction : Architecture in the experience economy --
2. Eyes which do not wee : Liners: from function to experience ; Airplanes: from hardware to humanware ; Automobiles: from standardization to mass customization --
3. Changing of the code : The experience economy ; Architecture as experience ; The brand ; Added value --
4. Architecture without architects : Architecture with a plot ; Living the fully branded experience ; Literal brandscapes ; Times Square and Potsdamer Platz ; NikeTown ; Phenomenal brandscapes ; Third Street Promenade: evolution into a "Flattened" branded ; Jerde Partnership: reinventing the communal experience ; Inspiration --
5. Marketing without marketers : The choreography of unpredictability ; The accommodating critical ; Nobrow ; Liquid architecture ; Datascapes ; Time-based strategies ; Parametric design ; SHoP ; The legacy of modernism --
6. (M)arketing : How marketing trumped (modernist) ideology ; Architecture as product: understanding, creating, communicating --
7. (M) Architecture : The lessons of Las Vegas ; The inverted shed and the inverted duck ; Place marketing ; The illusion of plans : From composition to choreography; From object to field; From axis to path; From wall to surface ; Pure creation of the mind : The legibility of intention; The discontinuity of stage and backstage; Drama + diversity + detail; Addendum 1: Figural regimes of signification; Addendum 2: The Parthenon --
8. Beyond Bilbao : Architecture as a catalyst for urban renewal ; Architecture as brand equity ; Architecture as spectacle --
9. Architecture as a brand : Corporate branding : The tension between market and place; Corporate architecture; The case of Volkswagen and Ford; From impact to contact; Inspiration ; Urban branding : Think locally act globally; Architecture as a marketing tool; Concept engineering ; Residential branding : Brandism(TM); The brand called "you" --
10. Ten reminders to architects : From product to brand ; From need to desire ; From performance to experience ; From plan to choreography ; From program to ambience ; From impact to contact ; From function to form ; From commodity to catalyst ; From physical to human context ; From object to subject --
11. Bridging the gap --
Afterword.
Other Titles: Architecture in the experience economy
Responsibility: Anna Klingmann.
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Abstract:

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

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"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 Read more...

 
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schema:reviewBody""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 it be 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. Beyond outlining the status quo, Klingmann also alerts us to the dangers of brandscapes."--BOOK JACKET."
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