제 13 주 건축과 자본 : 소비의 공간구조

로마시대의 상점

중세시대의 상점

르네상스 시대의 상점

일본 에도 (동경)

중국 송나라 개봉

송 나라, 장택단 < 청명상하도> 1120년 경. 총 길이 5.28미터

중세 시대의 시장

Grand bazaar, Istanbul

Grand bazaar, Istanbul

근대의 도래 - Arcade street

La Galleria Vittorio Emanuele II, Milano

La Galleria Vittorio Emanuele II, Milano

La Galleria Vittorio Emanuele II, Milano

아케이드는 ‘구매의 극장’, ‘자본주의의 신전’ - 발터 벤야민

La Galleria Vittorio Emanuele II, Milano

전통적 상점 : 외부 가로 + 매장

The Great Exhibition at Crystal Palace, 1851

근대의 상점 - 백화점

• 1838 - Aristide Boucicaut started the Bon Marche store in Paris that evolved into the first department store by 1852, displaying a wide variety of goods in "departments" under one roof at a fixed price, no haggling or bargaining, with a "money-back guarantee" allowing exchanges and refunds, employing up to 4000 with daily sales of $300,000.

백화점 – Marshall Field Strore, 시카고

• In 1907 a new 12-story building replaced the older store on State Street, and in 1914 an new giant 20-story Store for Men was built across the street that was, at that time, the largest department store in the world.

• 산업화 • 내부화 • 새로운 판매/운영 • 유통시장의 변화 • 자본주의 경제체제, 근대사회의 소비욕망

백화점 – Marshall Field Strore

• It had more show windows than any other store, a feature that made the Marshall Field store famous in the growing "Electric City" of Chicago.

MARSHALL FIELD’S DEPARTMENT STORE – CHRISTMAS WINDOW FOR CHILDREN – 1951 –

Country Club Plaza,

• Kansas City, Missouri, 1924

- First shopping center specifically designed to accommodate automobiles.

- Parking lot across the street from the stores

- 1908 포드 모델 T 생산

- 1917 2백만대 생산

- 1921 5백만대 생산

- 1924 천만대 생산

- 1927 생산 중단 1500만대 생산

Country Club Plaza

• 유럽의 어느 시장 마을 (market town)같은 분위기

• 오랜 기간에 걸쳐 형성된 듯한 모습

Southdale Center

• Edina, Minnesota

• Completion in 1956

• Farmer's field into an 800,000 square foot center, with 5,200 parking spaces and 72 tenant spaces.

Southdale Center

• Southdale's advanced concept in shopping center planning was the block long three-storied indoor plaza: the Garden Court.

• Everywhere shoppers looked they encountered eye-catching features: brightly plumed song birds, art objects, decorative lighting, fountains, tropical plants, trees and flowers.

• The physical environment was thought to quicken the human impulse to mingle, and create an atmosphere of leisure, excitement and intimacy similar to a European market square.

• Southdale's creator envisioned the center as a gathering place for the community.

• Southdale hosted gem, boat and fine art shows as well as serving as host for charity galas, community events and even an episode of the nationally known "Truth Or Consequences" game show.

• Southdale provided one of the

most unique customer services

ever - helicopter service.

• Customers could fly from

Southdale to Dayton's

downtown Minneapolis store,

the airport or downtown St. Paul.

The flying time between

locations was 10 minutes.

Apache Plaza Shopping Center

• St. Anthony Village, Minnesota

• October 19, 1961 - January 31, 2004

건설 이전의 부지, 1954

커뮤니티 이벤트

Thursday, April 8, 2004

West Edmonton Shopping Center

• Alberta, Canada, 1990

• Largest shopping mall in the world; 5.2-million sq. feet total; includes vast amusement areas, hotel, 110 restaurants; 20,000 parking spaces

라스베가스

- 환상의 도시 그러나 모방의 도시

- 진품/원본이 없는 가짜 도시

베네치안 카지노, 마카오

마카오 베네치안 카지노

• 베네치아의 역사적인 수로와

건축, 거리를 모방

• 상업적 이익을 위한 공간

• 항상 일정한 시간

The Ibn Battuta Mall

• 6개의 Court로 구성 China India Persia Egypt Tunisia Andalusia

• Born in Tangiers, Morocco in 1304, Ibn Battuta studied law as a young man, following in the family tradition of Islamic legal scholars. An educated elite, it seemed only natural that Ibn Battuta would leave his home in order to increase his understanding of the world that surrounded him, traversing 75,000 miles over 30 years across the Eastern hemisphere.

• Shopping is the new religion and malls are its cathedrals.

Ibn Battuta

백화점 – 창문이 없는 건축 - 현실과 다른 시간과 공간

백화점 – 창문이 없는 건축 - 시간과 공간의 통제

감각의 통제 Control of Sense - 후각 / Smell

Paco Underhill, <Why We Buy> • There's a reason why perfume counters are located at the front

of a department store: Not only is perfume a moneymaker, but it also smells good.

• "That, in part, gets our saliva glands developing, and when we are salivating we are much less disciplined shoppers," says Underhill.

감각의 통제 Control of Sense - 청각 / Sound

• Music can lure shoppers to stay, or send them away. But it needs to make sense for the store's core demographic.

• Some stores change their music depending on the time of day, such as Frank Sinatra on Monday mornings when older shoppers and mothers with young children are more likely to be around, and then switch to modern, hip music on Friday nights to attract the younger shoppers, says Underhill.

Lighting Just as stores play on the senses of smell and sound, lighting can also be used to increase sales. Putting a product near eye level in a dark basket, and highlighted with warm lighting, can make it look much better than it ever will at home. Eye level The most expensive version of a product are placed at eye level so it's the first item you'll see. Cheaper options are typically on bottom shelves where you'd have to look down to see it and stoop down to pick it up.

감각의 통제 Control of Sense - 시각

공간의 통제 Control of Space Roomy aisles - Department stores also strive to offer shoppers plenty of places to comfortably stop, increasing the chance that they'll take some time to look around and buy something. - Shoppers, mainly women, are less likely to buy if they're crowded from behind. They prefer a comfortable place to stand and look at the tie or blouse, he says.

The stuff you came for is in the back of the store • Most of the staples that consumers regularly shop for are often located

at the back of the store, thereby forcing them to walk past the store's less in-demand items on the way there.

• That provides more opportunity for you to spot something you like -- but weren't planning on buying. Toy departments are often located near the back of the store as well, because pretty much every child will beg their parents to make a stop there while shopping.

동선의 통제 Control of Movement

High-end items will be on the right - Stores are designed like a racetrack, with areas for shoppers to get on and get off. High-profit items may be to the right of the entrance. "Typically people just walk to the right when they go into stores,"

동선의 통제 Control of Movement

백화점

– 정형적인 단면 계획 - Shower or Fountain

동선의 통제 Control of Movement

Osaka Terminal Building Floor plan (Department store floor)

백화점 – 끊임없는 동선 계획 (Cul-de-sac이 없는 평면) - Maze or labyrinth

동선의 통제 Control of Movement

Display of Work

소비공간과 감시

- 완벽한 시간과 공간의 관리, 유지, 통제

Shopping의 진화

• Shopping Carts

• Sylvan Goldman invented the first shopping cart in 1936. Sylvan owned a chain of Oklahoma City grocery stores called Standard/Piggly-Wiggly. He invented the first shopping cart by adding two wire basket and wheels to a folding chair. Goldman, together with mechanic Fred Young, later designed a dedicated shopping cart in 1947 and formed the Folding Carrier Co. to manufacture the carts.

Shopping의 진화

• In 1946, Orla Watson, of Kansas City, MO, invented the telescoping shopping cart.

• By using hinged baskets, each shopping cart fitted into the shopping cart ahead for compact storage. The telescoping shopping carts were first used at Floyd Day's Super Market in 1947.

Shopping의 진화

• Smart Cart

• Silicon Valley inventor George Cokely has come up with a modern solution to one of the supermarket industry's oldest problems: stolen shopping carts. It's called Stop Z-Cart. The wheel of the shopping cart hold the device which contains a chip and some electronics, when the cart is rolled over a certain distance away from the store, the shopping cart owners know about it.

Shopping의 진화

• You just want to get a piece of fish and the makings of a salad, but your shopping cart keeps talking to you.

Radio Frequency Identification (RFID)

• Libraries, schools, the government, and private sector businesses are adopting radio frequency identification tags, or RFIDs — a technology that can be used to pinpoint the physical location of whatever item the tags are embedded in.

• While RFIDs are a convenient way to track items, they are also a convenient way to do something far less benign: track people and their activities through their belongings.

• This technology : eroding privacy and freedom.

Prada Epicenter, SoHo, New York (2001)

• REM Koolhaas

• The building which houses the epicentre is a 19th century, cast-iron façade landmark, while the interior is very much designed for 21st Century shopping.

• Here a new customer experience comes into its own, with the integration of retail and performance space.

Prada Epicenter, SoHo, New York (2001)

• The result is an enhanced shopping event and better customer service, going beyond the commercial and becoming a visual and sensory encounter.

• The interior alludes very much to the future with both the architecture and the in store details providing an array of arresting and defamiliarised features, all resulting in a refreshed perception of the conventional store concept.

Prada Epicenter, SoHo, New York (2001)

• Another view of the motorized display cages, which are easily rearranged, creating an ever-changing shopping environment.

• A series of aluminium mesh cages are suspended from the ceiling, forming an unorthodox space for displaying merchandise.

• They are fully wired for lighting, AV and IT and what is more, they move.

• This mobility means these showcases can be switched around, allowing the chameleon epicenter to reinvent its floor space and form at will.

• The cylindrical glass 'handbag lift' provides access to the cellar level while offering a truly mobile retail experience, with its display of Prada handbags in the glass cab for browsing whilst descending or ascending.

• Fluidity and movement are reflected in Koolhaas’ use of an impressive zebrawood wave that connects the cellar and street level.

• This multifunctional space serves as flooring, a display unit, bleacher seating, and an effective architectural element.

• A platform built into one side of the wave pivots open to form a stage complete with a small backstage area and audio-visual systems.

• "The wave" transforms into a stage and stairs become seating for special events.

•

Prada Epicenter, SoHo, New York (2001)

• Even the fitting rooms become part of the interactive experience…

• With their Privalite doors transforming from transparent to opaque at the flick of a switch. Once inside, the “magic mirror” makes an exciting IT feature a tool for reinvention as shoppers are able to record themselves trying on their selections and the 'mirror' then allows them to view themselves from all angles with instant replay.

Radio Frequency Identification (RFID)

Week 14 : 건축과 미디어 - 건축과 재현

Ludwig Mies Van der Rohe, 바르셀로나 파빌리온 German Pavillion at the 1929 Barcelona Exhibition

The Glass House or Johnson house, 1949, New Canaan, Connecticut, Philip Johnson

The Farnsworth House 1945 to 1951 Illinois, USA. Ludwig Mies van der Rohe

German Pavillion at the 1929 Barcelona Exhibition 1930년 초 철거 1983-1986 복원 50년 동안 부재했던 건축

MIES VAN DER ROHE AND KING ALFONSO XIII GERMAN PAVILION (BARCELONA PAVILION) 개관일 THE INTERNATIONAL EXHIBITION, BARCELONA, SPAIN, 1929

Exterior view with Georg Kolbe’s Morning (Der Morgen, 1925), 1929

Mies van der Rohe, Barcelona Pavilion 1929 photomural, printed 1966, 2m x 3.5m

Julius Shulman (1910 – 2009) 건축사진가

• Julius Shulman,

• Case Study House #22,

• Los Angeles, CA

• (Pierre Koenig), 1960

Julius Shulman & Richard Neutra’s Kaufmann House (1947)

Kaufmann had agreed with him that the house only be published in Life and Architectural Forum domestically.

Life Magazine, April 11, 1949, pp. 146-7

Neutra devised a campaign to publicize the house heavily overseas, drawing upon the dozens of editors he had courted with his previous projects. Per an agreement with Kaufmann, he did not mention the owner’s name and disguised the location as being in the “Colorado Desert.” 1947 through 1950 Kaufmann House with Julius Shulman photos Architects’ Journal and Architectural Review, (Britain), Metron, Casabella and Domus (Italy), Marg (India), Arkitekten (Denmark), Architekt (Poland), L’Architecture d’Aujourd’hui and L’Architecture Francaise (France), Baumeister (Germany), Revista de Arquitectura (Buenos Aires), Kokusai-Kentiku (Japan), and Arquitectura (Mexico)

• “Art: New Shells,”

• Time Magazine,

• Oct. 15, 1949.

• Richard Neutra and preliminary floor plan of Kaufmann House.

3 Houses in Payandé Hill / Arquitectura en Estudio http://www.archdaily.com/455456/3-houses-in-payande-hill-arquitectura-en-estudio/

9X9 Experimental House / Studio Archiholic

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