Brandscapes: Architecture in the Experience Economy by Anna Klingmann (Paperback, 2010)
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- DescriptionIn the twenty-first century, we must learn to look at cities t as skylines but as brandscapes and at buildings t as objects but as advertisements and destinations. In the experience ecomy, experience itself has become the product: we're longer consuming objects but sensations, even lifestyles. In the new environment of brandscapes, buildings are t 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--t as a quick-and-easy selling tool for architects but as a strategic tool for ecomic 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 ecomic 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 t, as current development practices seem to dictate, from the outside in? When architecture brings together ecology, ecomics, and social well-being to help people and places regain self-sufficiency, writes Klingmann, it can be a catalyst for cultural and ecomic transformation.
- Author BiographyAnna Klingmann, an architect and critic, is the founder and principal of KL!NGMANN, an agency for architecture and brand building in New York. Her work has been published in AD Magazine, Daidalos, Architectural Record, Architecture d'Aujourd'hui, and other periodicals.
- Author(s)Anna Klingmann
- PublisherMIT Press Ltd
- Date of Publication24/09/2010
- Series TitleBrandscapes
- Place of PublicationCambridge, Mass.
- Country of PublicationUnited States
- ImprintMIT Press
- Content Note100 b&w illus.
- Weight980 g
- Width178 mm
- Height229 mm
- Spine21 mm
- Format DetailsTrade paperback (US)
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