The new number of magazine DETAIL, ukrainian edition, series 2013•1 prepares to printing, devoted to commercial architecture.
Architecture Animates People to Buy
Something that long applied to European markets in the past still holds good for many oriental bazaars: it is the product alone that persuades a customer to buy. In such a situation, shop windows are rare and, as one sees from the photo of Dubai at a bottom, groceries, bales of material and household goods are stacked to the ceiling of the sales space, which also serves as a storeroom. Where the main purpose of shopping is simply to satisfy basic needs, it is not necessary for dealers to stage the presentation of their wares.
The situation is quite different in a modern shopping centre. Here, an ingenious concept is used to attract customers and animate them to buy. In his “Book of Recipes for New Experience Worlds” (page 170), Christian Mikunda discusses the mise en scène of the sales space, the way one seeks to evoke atmosphere, and the role played by aspects like concept lines, core attractions and general design.
Shopping embraces a whole array of building forms, which are presented in the sections “Typology” and “Process”. The examples in the present issue range from the central market hall to the city-centre shopping mall, from the motorway service area to the supermarket and department store. The architects and planners responsible for the new “Stücki” shopping centre in Basle – erected on a former industrial site and complemented by office areas and a hotel – describe their scheme in detail. Despite the typological diversity of these projects, they confirm a general trend: among the decision-makers in the commercial realm, there is a growing awareness of the importance of constructional quality; for architecture, too, animates people to buy.