Why is How do we generate an innovative spatial concept that appeals to brand labels, without reference to the popular eclectic, the Disney revival and the vernacular?
In order to continue the project on Brandspaces, we will invent a Brandspace package, as an environment featuring a unique combination of program and spatial tectonics to satisfy the leaders of the Made in Italy “label-league”. The major criteria is certainly the consumer behavior. For a lot of shopping sectors, the most striking changes are found in the consumers themselves, who are increasingly asking for “shopping experiences” that are exciting and emotionally attractive, as well as functionally convenient to their requirements. In many sectors, merchandising with a range of tactics offers the solution to requirements of this nature.
The studio will critically inquire the recent phenomena of Villa Moda, a brandscape development and fashion mall concept, spreading across different cities like
Assignm.:
Make yourself familiar with the developments of
Look into the development of the retail concept for Villa Moda, and analyse their typical program composition.
The class work will proceed in creating a multibrand agglomerate, a village type new retailing concept with clusters of individual showrooms or pavilions, all having their own program. These pavilions will have same volume but differ tectonically from each other and allow to design-customize the brand labels appearance, which are located next to each other.
The class project in a common effort will contribute to a unifying urban strategy for the placement of the individual showrooms/pavilions. In a first step, students will layout single showrooms (initial footprint of 1400 qm, 26x54m, app. h 7.5m) and their potential program composition as a conceptual diagram, and then continue to design preliminary massing and plan strategies;
Groups of students are encouraged to form planning clusters to coordinate the position, integration or distance of their respective showrooms/pavilions.
Ref:
www.villa-moda.com
www.thepalm.ae
www.theworld.ae
www.nakheel.ae
www.emaar.ae
www.dip.ae
http://little-people.blogspot.com
cad-file of pavilion size in ARCH_Pongratz_3502 on 'archlab': 0-example-folder-pongratz\2cp-2D_plans: VF-pavilio.dwg
Print:
11/2x17” sheets and suitable for presentation
Digital:
sheets in .pdf in letter size, saved to the folder.
