Brandscapes

preview-18
  • Brandscapes Book Detail

  • Author : Anna Klingmann
  • Release Date : 2010-09-24
  • Publisher : MIT Press
  • Genre : Design
  • Pages : 379
  • ISBN 13 : 0262515032
  • File Size : 68,68 MB

Brandscapes by Anna Klingmann PDF Summary

Book 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.

Disclaimer: www.yourbookbest.com does not own Brandscapes books pdf, neither created or scanned. We just provide the link that is already available on the internet, public domain and in Google Drive. If any way it violates the law or has any issues, then kindly mail us via contact us page to request the removal of the link.

Brandscapes

Brandscapes

File Size : 48,48 MB
Total View : 3615 Views
DOWNLOAD

Architecture as imprint, as brand, as the new media of transformation—of places, communities, corporations, and people. In the twenty-first century, we must l

Hollywood Made in China

Hollywood Made in China

File Size : 68,68 MB
Total View : 9217 Views
DOWNLOAD

"In a race to capture new audiences, Hollywood moguls began courting Chinese investors to create branded entertainment on an international scale--from behemoth

The Immersive Worlds Handbook

The Immersive Worlds Handbook

File Size : 88,88 MB
Total View : 7054 Views
DOWNLOAD

Industry insider Scott Lukas teaches you how to design exciting, believable, authentic themed spaces. Make your immersive worlds come alive with the gems in thi

Brand Intimacy

Brand Intimacy

File Size : 70,70 MB
Total View : 2836 Views
DOWNLOAD

From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connection

Design Capital

Design Capital

File Size : 47,47 MB
Total View : 4786 Views
DOWNLOAD

Well-designed infrastructure brings social value that far exceeds its initial construction expenditure, but competition for scarce government funds and a genera