I NDEX. . . BRANDS CAPI NG GUERRI LLAMARKETI NG URBANCENTER TEMPORARYPAVI LI ON FLORENCEASABRAND FLORENCEI NMYMI ND I nt er nat i onalc our s eofar c hi t ec t ur aldes i gn I CAD20112012 Bui ndi ngandEnv i r onment aldes i gnLab S c out i ng&S ket c hi ngPhas e Val ent i naBus i
BRANDS CAPI NG
BRANDYOURS TYLE
BRANDSCAPE The Br ands cape i sacompos i t i on ofi magesand keywor ds .I ti sa " map" of t hevi s uali dent i t y ofat r ademar k i nr el at i ont ot he aes t het i candexpr es s i ve t endenci es i nt er cept ed.
BRANDS PEAKI NG Br and: Thes um ofal lt hec har ac t er i s t i c s ,t angi bl eandi nt angi bl e,t hatt r ans f or m an obj ec ti nauni quepr oduc t .Apr omi s e t hatbec omesanexpec t at i on. Br andBui l di ngBl uepr i nt ™: Apr opr i et ar ypr oc es sdev el opedby Ki l mer&Ki l mer ,I nc .whi c hext r ac t s t henec es s ar yi nf or mat i onf r om whi c h t ounder s t andy ouraudi enc e,y our mar ket ,y ouri ndus t r y&c ons t r uc ty our br andi dent i t yi nor dert odev el opa c ompr ehens i v ebr andi ngpl an. Br andi ng: Thepr oc es sbywhi c hbot ha br andandabr andi dent i t yar edev el oped. Br andAc t i ons : S pec i f i cac t i onsandpol i c i esdev el opedandi mpl ement edby anor gani z at i ont or ei nf or c ebr and
Br ands c apes pos i t i oni ng,br andat t r i but es ,and br andi dent i t yatal lpoi ntofc us t omer enc ount er ;l eadst obr andl ev er age. Br andAr c hi t ec t ur e: Expr es s est he v i s ualandv er bales s enc eoft hebr and i nc l udi ngc ol orpal et t e,t y pogr aphy , l ogo,name,t ext ur es ,s hapes ,t agl i ne, pr oduc t /s er v i c enames ,et c . Br andAt t r i but es : Func t i onaloremot i onalas s oc i at i onst hatar e as s i gnedt oabr andbyi t sc us t omer s andpr os pec t s .Br andat t r i but esc anbe ei t hernegat i v eorpos i t i v eandc an hav ev ar y i ngdegr eesofr el ev anc eand i mpor t anc et odi f f er entc us t omers egment s .
Br ands c apes
NEW CI TY
OLDCI TY
Br andAwar enes s : Thepr opor t i onof t ar getcus t omer swhor ecal labr and. Br andawar enes si sacommonmeas ur e ofmar ket i ngcommuni cat i onsef f ect i venes s . Br andConnect i on: Thatmagi cal momentwhenabr andconnect swi t ha cons umer .Typi cal l yf ol l owedbyt he cons umerembr aci ngt hebr and. Br andedEnvi r onment : Agr aphi c s ys t em ofi dent i f i cat i onasappl i edt o t hr eedi mens i onalphys i cals pace. Br andEs s ence: Thes i ngl emos tpr edomi nantchar act er i s t i ct hatdef i nesa br and. Br andExpans i on: Theappl i cat i onofa br andt oabr oadert ar getcus t omer mar ket ,geogr aphi cmar ket ,ordi s t r i but i onchannel . Br andI dent i t y: Auni ques etofbr and as s oci at i onst hatcur r ent l yr es i de wi t hi nt hemi ndsoft ar getcus t omer s . Thes eas s oci at i onsr epr es entwhatt he br andcur r ent l ys t andsf orandi mpl i es t hecur r entpr omi s et ocus t omer s .
Br ands c apes MARKETI NGVOCABULARY Br andi ng,c ont r ar yt opopul arbel i ef ,i snotaj us tal ogo.Nori si tj us tani dent i t y .Br andi ng i st hepr ac t i c eofpr oduc i ngt r us t .ABr andi sas etofexpec t at i ons ,s t or i es ,emot i onsand r el at i ons hi pst hat ,whenc ombi ned,ac c ountf orac ons umer ’ sdec i s i ont opur c has eonec ompany ,s er v i c eori t em ov eranot her . Tobes uc c es s f ul l ,aB obemanaged.B apr es enti t smar ket i ng RANDneeedt RANDEQUI TYr s t r enght ,andDI apr es enthow i ti sdi f f er entf r om t hec ompet i t or s . FFERENTI ATI ONr
Whowi l lr ecei veyour mar ket i ngmes s age?
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Br ands c apes ARCHI TECTUREI NTHEEXPERI ENCEOFTHEECONOMY I nt het went y f i r s tc ent ur y ,wemus tl ear nt ol ookatc i t i esnotass ky l i nesbutas br ands c apes ,andatbui l di ngsnotasobj ec t sbutasadv er t i s ement sanddes t i nat i ons . I nt heexper i enc eec onomy ,exper i enc ei t s el fhasbec omet hepr oduc t :we' r eno l ongerc ons umi ngobj ec t sbuts ens at i ons ,ev enl i f es t y l es . Kl i ngmannar guest hatar c hi t ec t ur ec anus et hec onc ept sandmet hodsofbr andi ng窶馬otasaqui c kandeas ys el l i ngt oolf orar c hi t ec t sbutasas t r at egi ct oolf orec onomi candc ul t ur alt r ans f or mat i on.Br andi ngi nar c hi t ec t ur emeanst heexpr es s i onofi dent i t y ,whet herofanent er pr i s eorac i t y ;New Yor k,Bi l bao,andS hanghaihav eus edar c hi t ec t ur et oenhanc e t hei ri mages ,gener at eec onomi cgr owt h,andel ev at et hei rpos i t i onsi nt hegl obalv i l l age.
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GUERRI LLAMARKETI NG
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BATTLEWI THOUT WEAPONS !
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J ayConr adLev i ns on ( bor n1933i nDet r oi t )i st heaut horofapopul ar1984book" Guer r i l l a mar ket i ng".Thef i r s tt ous et het er m" Guer r i l l amar ket i ng"des c r i bi ng' unc onv ent i onal ' mar ket i ngt ool sus edi nc as eswhenf i nanc i alorot herr es our c esar el i mi t edornonexi s t ent . Guer r i l l aMar ket i ngi st hebes tknownmar ket i ngbr andi nhi s t or y .Hi sguer r i l l ac onc ept shav e i nf l uenc edmar ket i ngs omuc ht hathi sbooksappeari n62l anguagesandar er equi r edr eadi ngi nMBApr ogr amswor l dwi de. J ayConr adLev i ns on ( bor n1933i n Det r oi t )i st heaut horofapopul ar 1984book" Guer r i l l amar ket i ng". Thef i r s tt ous et het er m" Guer r i l l a mar ket i ng"des c r i bi ng' unc onv ent i onal ' mar ket i ngt ool sus edi nc as es whenf i nanc i alorot herr es our c es ar el i mi t edornonexi s t ent . Guer r i l l aMar ket i ngi st hebes tknownmar ket i ngbr andi nhi s t or y .Hi sguer r i l l a c onc ept shav ei nf l uenc edmar ket i ng s omuc ht hathi sbooksappeari n62 l anguagesandar er equi r edr eadi ng i nMBApr ogr amswor l dwi de.
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WHEREWHEN ANDWHAT. . . . . I ti samet hodofc omuni c at i onc ons i der ed“new”bec aus ewi t ht hat y ouc anobt ai nt hemaxi mum v i s i bi l i t ywi t ht hemi mi num i nv es t ment . Guer r i l l amar ket i ngmeanss ur pr i s e peopl ewi t hunc onv ent i onalc ommuni c at i ont ec hni ques .Themai n c har ac t er i s t i c si st obeor i gi naland nev erf or gett hemeani ngoft headv er t i s ement .Thei deawi l lbev er y i nt er es t i ng,dar i ngandi twi l lc at c h t heat t ent i onoft hepeopl e.
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TEMPORARYPAVI LI ON
TEMPORARI NES S ,I MPACT, I NNOVATI ON
WHATtemporarinessmeans
Tempor ar y Pav i l i on
doi ngs omet hi ngwi t has hor tl i f e. Tempor ar yobj ec tr appr es entan obj ec tt hatc anbedi s as s embl edand r ec ons t r uc t ed.
WHERE....everywhere.
Thepr i nc i palc har ac t er i s t i ci st hatc an bebui l ti ndi f f er entpl ac es . Nowaday st her ear emanyexhi bi t i ons al lov ert hewor l d,f orexampl eS ERPENTI NEGALLERYi nLondon andt he expot hatc hangesc ount r yev er yy ear .
WHYIt’sapossibilitytobuildwith new t ec hni ques . I t ’ sagoodt hi ngt oexper i menti nhow manyway swec anobt ai ndi f f er ent s hapeswi t hdi f f er entmat er i al sand wec anv al ueas ol ut i onr at hert han ot her s .
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Tempor ar y Pav i l i on HOW THEI DEAS TARTS? Thepr oj ec ts t ar t edoutasanambi t i ouss t udent power edendeav ort odes i gnandf abr i c at eata1: 1s c al et hef l ags hi ppav i l i onf ort heZA11S peaki ngAr c hi t ec t ur eev enti n Cl uj ,Romani a.Whi l eatt hes amet i mei nt egr at i ngi nt oi t shi s t or i c al l y c har gedc ont ext , t hedes i gnboas t sas t r ongr epr es ent at i onalpowerwhi c hwasmuc hneededi nor dert o f ul f i l li t smai ngoal :at t r ac t i ngpas s er s byt ot heev ent .Att hes amet i me,t hepav i l i on of f er sas hel t er eds pac ef ort heunf ol di ngofdi f f er ents oc i alev ent sper t ai ni ngt ot he c or r es pondi ngar c hi t ec t ur ef es t i v al .
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Conc l us i ons TheZA11Pav i l i onemer gedasapower f ulur banat t r ac t orwhi c hmanaged t oengaget hel oc als oc i et yonal l l ev el s .I nt er es twasar ous edi nbot h y oungands eni orc i t i z ens ,bot hpr of es s i onal sandnonar c hi t ec t sbyt hec ompl et edpav i l i onaswel lasdur i ngt he ac tofi t sc ons t r uc t i on,t huspr ov i ngt o bemor et hanani ndi f f er entt empor ar y s hel t er .Fur t her mor e,i ts uc c es s f ul l y
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Tempor ar y Pav i l i on Adapt abi l i t y
Bi gi mpac t
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URBANCENTER . . . TEMPORARYPAVI LI ON FLORENCE ASA. . . . . Tempor aypav i l i onsar e bui ndi ng whi tas hor tl i f ebutwi t has t r ong i mpac tt ot hepeopl e. Pr i nc i palc har ac ht er i s t i ci st hepos s i bi l i t yt o mov ei ti ndi f f er entpl ac esandt he c apac i t yt or eal i z et hem eas l yand f as t er .
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Ur banCent ermustbecometheci t y ' sey e t ohav eal ookatt hec i t yi t s el fandt he wor l dt hathasal ookt hr ought hepas tt o t hef ut ur et hatl ooksatev er y body ' sl i f e.
S peaki ngv oi c e r adi oWor ks hop
I nt er ac t i v el abor at or y Ques t i onsr oom
WHERE? ?
TheROMAN “ANFITEATRO”wasanimportantplacewherepeople
could seesomethingofnew.Itisanancientmeetingplace.
CONTRAST:PAST..PRESENT
Myi deawast oc r eat eapr i nc i pal bui l di ngt ogi v eas t r ongi dent i t yat t hear ea. I ’ dl i ket ot r aNs f or mt he Cas c i nepat hi nas or tofi nt er ac t i v e par kf r om t he“anf i t eat r o”t ot he “ur banc ent er ”. I tmeanst oc onnec t t heanc i entwi t ht hepr es ent ,t he ol dwi t ht hepr es ent .Ot herexamm pl esofi tar et he“s c i enc ePar kof Val enc i a”ort he“s er pent i neGal l er yofLondon”.Fur t heri ' dl i ket o gi v eagoods er v i c et ot het our i s t s ort ot hef l or ent i nepeopl epl ac i ng s omeot herl i t t l ei nf or mat i onpoi nt s di s t r i but edar oundFl or enc e.
Toy oI t o2002S er pent i neGal l er y
Val enc i a-Ci t yofar tands c i enc e
APERMANENTPAVILIONAND.....
SMALLPAVILIONSTHATCANBEMOVEDAROUNDTHECITY forexample...
REPUBLICSQUARE
New areaofthe AIRPORT
FIESOLE.aview on thecity
ALONGTHERIVER
PROPORTI ON SI MMETRY CARDO&DECUMANO CLASSI CAL CULTURE STATI C BASED ONTHEPAST
TS CONTRAS . . DEAS MYI
FLORENCE
I NFEW WORDS:
PURE GEOMETRY HARMONY
SI MBOLS HI STORY
FUTURE NEW SI MBOLS
SCOMPOSI TI ON NEW SHAPE
DECONSTRUCTI ON NEW PATHS DYNAMI C