Arquitectura i comunicació : l’arquitectura com a marca
The first objective of this study analyzes the increasing phenomenon of new architectural landmarks. The second objective analyzes some conditions to consider a building or architecture as a mark in XX and XXI centuries. Architectural marks are demanded as a new ideas and products like a social phen...
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| Tipo de recurso: | tesis doctoral |
| Fecha de publicación: | 2006 |
| País: | España |
| Institución: | Universitat Politècnica de Catalunya (UPC) |
| Repositorio: | UPCommons. Portal del coneixement obert de la UPC |
| Idioma: | catalán |
| OAI Identifier: | oai:upcommons.upc.edu:2117/108953 |
| Acceso en línea: | https://hdl.handle.net/2117/108953 https://dx.doi.org/10.5821/dissertation-2117-108953 |
| Access Level: | acceso abierto |
| Palabra clave: | Comunicació en l'arquitectura Semiòtica i arquitectura Arquitectura -- Pràctica professional -- Màrqueting Arquitectura -- Filosofia Arquitectura -- Estètica Àrees temàtiques de la UPC::Arquitectura |
| Sumario: | The first objective of this study analyzes the increasing phenomenon of new architectural landmarks. The second objective analyzes some conditions to consider a building or architecture as a mark in XX and XXI centuries. Architectural marks are demanded as a new ideas and products like a social phenomenon. In a global context, cities become equal, so new projects on singular architecture provokes the difference between cities around the world. Creative architectures are news on mass-media since their initiative. Any architectural event is an innovative message. All cities, bigger and smaller, search an original project to change and get a tourist area. The concept 'landmark', often is used with ambiguity. It has lots of meanings, especially in commercial terms, otherwise in other subjects like Architecture. At the end of this study, our proposal is a new definition of 'architectural landmark' after analyzing some possible landmarks and establishing new conditions to understand Architecture as a mark. The phenomenon of architectural landmarks is based in the relationship between Architecture and Communication. It is necessary a historical study of these two terms to review their evolution until XXI century. Symbolic architecture has been changed to a commercial and advertising architecture, with economic and marketing interests. Different landmarks for different purposes: marks for a firm or enterprise; architectural mark for a city or a landmark for a country, being the most popular place to visit. The seven landmarks analyzed in this study are: - Guggenheim Museum in Bilbao. This museum is an example of modern museums with a singular architecture, constructed to change an industrial area to become more attractive. Projected by Frank O. Gerhy, the architect is also a mark. Other cities follow the 'phenomenon Bilbao', projecting a museum to get much tourism and people. - Public Central Library in Seattle. Projected by Rem Koolhaas, one of the most media and famous architects. Situated in a centric place of the city, is an important example of public building resulted with a modern and functional architecture. - City of the Arts in Valencia. It's a complex composed by five buildings, with a museum, a cinema, an aquarium, a garden and a palace for arts, music and theatre. It was projected by a valencian architect: Santiago Calatrava. It's a little city into other city: Valencia, very famous for its wonderful clime and beaches. - Tower Eiffel in Paris. It's a monument, projected by the engineer Gustave Eiffel to commemorate a century from Industrial Revolution. It was constructed in steel. It's the city's mark. It's also a patriotic symbol of a country: France and its first and popular image over the world. - World Trade Center in New York. Twin Towers were a landmark during their existence, a symbol of economic power. A terrorist attach destroyed the two buildings in 2001. Since then, the WTC is the absence as a landmark. Nobody has forgotten the symbol. Twin Tower's image is still on collective mind and a frequent message in mass-media. - Agbar Tower in Barcelona. It's an example of architectural landmark, representing a firm or enterprise. Projected by French architect: Jean Nouvel, Agbar Tower has a original form, materials and colors, changing the Barcelona skyline. It's a new symbol for the city and a marketing strategy for the firm: Aigües de Barcelona. - Mies van der Rohe Pavilion in Barcelona. This is a case of architectural landmark reconstructed. First time, it was built representing Germany in the Universal Exposition, celebrated in Barcelona in 1929. Before the event, it was destroyed. But after several years, it was reconstructed in the same place and characteristics. This pavilion is admired by an especial public, minored, interesting in architecture and design. All different landmarks have different concepts with different functions. |
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