Posted by Richard Haut on July 02, 2002 at 00:45:50:In Reply to: Re: Franchising Dictating posted by Vintendo on July 01, 2002 at 21:30:25:
marketing is just selling - trying to encourage people to eat the burgers, buy the shoes, or whatever. Whether or not the burgers, chicken, cleaning liquid, etc. are any good - or just garbage - is a different matter.franchised outlets have to have an "identity" to be franchised outlets - a family-look. It may be tedious to see the same design all over the world, but it is just franchised outlets, nothing else.
supermarkets are designed to encourage people to buy their stuff - that is what they are there for. Try walking round a supermarket the wrong way - a revealing process. This organisation of clients doesn't work so well in France - people ignore it.
architects would do well to understand these processes and why they exist - then they can be improved and humanised. To adopt a "superior" approach will not impress anybody - especially since so many architects are obsessed with designing oppressive blocks for the real crooks, the corporations themselves. (if you want to see dishonest marketing, then look at the financial sector in the UK).
in Britain, most town centres have been wrecked by the imposition of identities on standard retail outlets. That is the fault of the authorities and the architects. Impose proper restrictions and controls and the retail companies will abide by them. They will have no choice.
Build soulless crap and you will find that the right to control or influence the standards and character of town centres has been sold for a mess of potage - beautifully packaged, microwaveable potage maybe, but still potage.
just remember that too many places are dependent on marketing identities to give them character because the architects designing the location itself have failed. Take a look at a few shopping centres and commercial districts - and be ashamed.
|
ArchitectureWeek
Search
Buildings
Architects
Types
Places
Pix
Free 3D Models
Store
Library
|