Shopping: Community Space & the Branded Experience

ABSTRACT

Shopping malls are often a subject of architectural criticism inside and outside of the architectural community. From the almost infinite acres of asphalt parking required, to the quality of cheaply built warehouses inside a forest of signage, they are generally considered poor aesthetically, yet necessary to suburban (and now urban) life. A great amount of literature has been written regarding both the reasons for, as well as possible solutions to this problem. Sources typically diverge into two topics: those that are concerned with the idea of community and public space, and those that are concerned with the branded experience and selling. It would seem that a synthesis between these two topics could provide a solution to this problem. This prospectus seeks to answer this question: How can auto-oriented shopping destinations become both pedestrian-oriented, community experiences as well as successful, privately owned commercial brandscapes?

OBJECTIVES

Concerning community and public space:

1. To have a historical understanding of auto-oriented American culture as well as the origins suburban sprawl and shopping malls.

2. To understand the direct effects these topics had on pedestrian oriented public and community space, and how they have contributed to the state of today’s shopping space.

3. To explore architectural solutions to the aforementioned problems in order to turn shopping malls into genuine, pedestrian oriented “third places” while acknowledging and accepting the nation’s dependency on cars.

Concerning the branded experience:

4. To understand the role of branding and brand identity in society today.

5. To understand how today’s economy has shifted from one of convenience base towards one of experience.

6. To understand how architecture can provide identity.

7. To find ways in which commercial brand identities ­can be employed through architecture (brandscapes).

And ultimately:

8. To find a ways in which auto-oriented shopping destinations can become both pedestrian-oriented, community experiences as well as successful, privately owned commercial brandscapes.