Urban Architecture And Branding In Qatar The Next 10 Years
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URBAN ARCHITECTURE AND BRANDING IN QATAR A LOOK AT THE NEXT 10 YEARS Research Proposal ALEXANDRA TOHME MARCH 2011
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A research proposal looking at how brands can best make use of the urban landscape in Qatar over the next 10 years.
Transcript of Urban Architecture And Branding In Qatar The Next 10 Years
URBAN ARCHITECTURE AND BRANDING IN QATAR
A LOOK AT THE NEXT 10 YEARS
Research Proposal
ALEXANDRA TOHME MARCH 2011
Design Intelligence
Urban architecture has witnessed three major changes in the focus through the course of recorded human history. In the middle ages, urban centers were defined by the great cathedrals, built as monuments to faith.
In the 20th century, cathedrals were eclipsed by skyscrapers, symbolizing the power of industry, which became the dominant feature of the urban landscape.
Design Intelligence
Today, in an economy controlled by the service sector, urban architecture is being influenced more heavily than ever by retail marketing
As designers operating within this new urban landscape, it is our responsibility to meet the need for branding with distinctive and creative approaches, lest our cityscapes become one big, nondescript billboard
Taken from “Retail’s Higher Calling” by Arthur Gilmore and Greg Tribbe
Research Elements
Proposed research will look at the current state of urban planning in Qatar, as it is a work in progress, and how the next 10 years leading to the Olympics in 2022 will allow for brands to participate in the ongoing construction of the city
It should be a collaboration between acadaemia, commercial enterprises and government bodies
Research Elements
It should identify areas which can be designed specifically for brands (like the Nike or Apple flagship stores in city centres such as New York and London) and which architectural areas can be successfully leveraged by brands
Research elements
It should also take into account the new technologies in outdoor media and digital, and propose efficient best practice to achieve sustainable and meaningful solutions for the built environment, the consumer, the brand and the nation
Potential Partners
CoLab – Architecture and Urban Design firmKlingmann – Architects and Brand ConsultantsMIGCOM - planning and design for human development
Northwestern University Qatar – Communications programme
Virginia Commonwealth University Qatar – MFA Design programme
The Urban Planning and Development Authority of QatarQatar FoundationJC Decaux Middle East
