landscape of consumption: A GUIDE by heng yu

LANDSCAPE OF CONSUMPTION: A GUIDE. 消

費

地

指

景

導

手

冊

CONTENTS preface/ 前言

01.

p.04

the situation of human body/

人 ( 體 ) 的處境

the nature and the conversion of desire in morden life.................p.06 a breif history of trading space.................p.18 why "landscape of consumption"?.................p.36

02.

a GUIDE to landscape of consumption/

進入消費地景

four phenomenon of desire.................p.46 the imitation/the duplication/the media/the human body

design instruction.................p.58 how to create landscape of consumption (separated volume) caption

03.

the CONCLUSION & NEXT/

結語

human bodies and desire.................p.62 the CITY: central district, Taichung.................p.68

photo credits & reference/ 照片出處與參考資料

p.94

「最明白光線的意義的人，不是電工，不是畫家，不是攝影師，而是在成年之後失明的人。不足裡當然有不足的智慧，就好像豐富裡也會有豐富的智慧一樣。」 – 安部公房，《他人之顏》 “Still, the one who best understands the significance of light is not the electrician, not the painter, not the photographer, but the man who lost his sight in adulthood. There must be the wisdom of deficiency in deficiency, just as there is the wisdom of plenty in plenty.” ― Kōbō Abe, The Face of Another 「・・・光の意味を一番よく知っているのは、電気屋でも、画家でも、写真家でもなく、成人してから失明した盲人なのだそうである。豊饒には豊饒の智慧があるように、欠如にも欠如の智慧があるはずだ。」（安部公房「他人の顔」）

前言－究竟人需要多少土地？

我們到底需要多少？這是我在思考畢業設計最初想到的問題。在這個時代，人類的活動範圍達到前所未有的境界，但大部分居住在城市的居民仍在一個擁擠的生活環境中生存，擁擠，甚至成為了判斷我們居住環境進步的一個象徵。人類的慾望不斷地在擴張之中，遠超過我們開闢新土地的速度，因此我們產生了各種利用都市空間的方式：垂直化、機械化和精簡化等等。但這樣不斷擴張的根本原因是什麼？慾望又是什麼？我想去研究在都市中各種由慾望而產生的空間，去觀察它們如何操縱我們的慾望。

left: construction site in Yaesuguchi, Tokyo right: supermarket in Minamisenju, Tokyo

how much land do we need?

the nature and the conversion of desire in modern life … 我們最大的慾望是被他者承認自己的存在，或著，想要變成他者。…… 若主體就是自己，那麼慾望就是在 " 主體 / 自己 " 裏頭所寄居的另一個他者。… 《台灣身體論》王墨林

four different pharse of self-other dialectical.

資本主義 / 消費主義將我們的慾望轉變為對商品的消費，藉由這種轉化，" 成為他者 " 的本質已然喪失，並且得以大量的複製。人們前仆後繼地投入這場消費的洪流裡，以他人的慾望作為自己的慾望，，以他人的身體作為自己的身體，形成了慾望的共同體。

人們無止境的欲望投射到具體產品消費上去，使社會地位及個人身份與消費品聯姻，構成一個滿足欲望的對象系統，從而使消費變成消費者獲得身份的商品符碼體系，也就是說消費成為對符號信仰的過程。消費文化更多的是把商品看作是一種符號：一種代表身份或地位的象徵。正如道格拉斯所指出的那樣：“ 流通、購買、銷售，對做了區分的財富及物品／符號的占有，這些構成我們今天的語言、我們的編碼，整個社會都依靠它來溝通交流。

left: street billboard in Ebisu, Tokyo right: automatic vending machine, location unknown

left & right: advertisement for Pxmart, " 經濟美學 "

left: Southdale center, the first shopping mall built in 1956

a breif history of trading space

As far as possible convenience is concerned most assuredly nothing could be devised more suitable to such a climate as oursâ&#x20AC;&#x201D; that is, supposing it deserves one title of the ill-natured, splenetic grumbling it provokes,â&#x20AC;&#x201D; than a covered street which bids defiance to the humours of the atmosphere, and where one may lounge and look at shop windows, though the rain should come down in torrents, or though an August sun should broil people as they walk along in the open streets. Here there is no disagreeable, perhaps I should say, delightful variety of mud, ankle-deep at one time, and hovering, but alas not golden clouds of dust at another. On the contrary there is a monotonous constancy of uniform dry, and level pavement, where a lady might walk without soiling a white satin slipper. Civil Engineer and Architectâ&#x20AC;&#x2122;s Journal, Ralph Redivivus March 1839

left: Passage Choiseul, Paris, from "The History and Conservation of Shopping Arcades" previous page: french supermarkets / gem shopping mall, photo shoot by claude parent domus, 1973

Greek Agora

Medieval marcket halls & town halls

Public space became a place for citizens to meet and trade. Roman Forums

Shops were provided on the ground floor of the European town halls and market halls. These varied from defined shops in colonnades of the grander halls, to stalls between the columns of the open ground floor, simpler market halls. Market halls were adjacent to the markets and used as extensions to them. The upper floors of the market halls were used by th Guilds.

Palazzo de Broletto, Como

110

11th-16th C

1215

BC-5th C

Eastern Bazaars

Bruges Halles, Belgium

The Ring, Breslau, Germany

Thorn Town Hall, Prussia

1240

1275

1393

Several different types of Eastern bazaar. All being intergral to the city and forming districts. The earliest types were stalls aligning each side of a streest and then covering the streest with grass mats. Antoher early type wat the gird of covered streets with boutiques on each side of the alley-known as a Souk and representative of many eastern cities.Later verision of Bazaar like the Great Bazaar in Istanbul were formally planned with two lagre domed colonnades.

13th-17th C

Exchanges

Arcade

First building established for trading purpose. The ground floor was mainly used as market, and the first floor was occupied by open stands and stalls. Sometimes arranged with an internal courtyard.

The first generation of planned shopping.Arcades use a highly lifted roofâ&#x20AC;&#x201D;either made of glass or openings from sidesâ&#x20AC;&#x201C; to cover the space between two aligned shops or stall to create a controlled space for pedestrian and shoppers.

16th-17th C

The Exeter Exchange

1676

19th C

Royal Opera Arcade, London

Galerie de Orlean

Hungerford Market, London

New Trade Halls (GUM), Moscow

Covent Garden Market, London Invention of plate glass New possibilities for shopfronts with larger panels of glass

1816

1830

1833

1840

1888-1893

Department store

Shopping mall

Department stores contained an amount of shops, merchandise, and businesses in one single building. Department stores also use unified management for every shop inside it.

19th C

20th C

The Highland Park

1931

k Shopping Village, US

Southdale center, US

1956

Invention of Videotex

WWW

A man named Michael Aldrich invent this technology, which made â&#x20AC;&#x153;concept of teleshoppingâ&#x20AC;?, known as online shopping today possible.

Tim Berners-Lee wrote the WorldWideWeb, and so did the revolution start. Since then people can explore the world though their browser.

1979

1990

Prada Epicenter, New York, US Rem Koolhaas & OMA

Amazon.com/ebay.com

1995

Google ad

Social Commerce

Google launched AdWords, changing the rules of the game in digital advertising.

Websites like Facebook and Twitter began to play important roles on online shopping, since people started to share and recommend products via social media.

2000

2001

2005

Prada Marfa, Texas, US Elmgreen and Dragset

Nicolas G Hayek Center, Tokyo, Japan Shigeru Ban

Apple introduced iPhone to the world, open a new page for online shopping: mobile shopping. (App store) No new malls were built in America, for the first time in 50 years.

2005

2007

Japanese poster, " 主婦に何をしてくれたのか。", made by TOPPAN PRINTING CO., LTD.

“Each new type of shopping center that emerges dose not replace the existing formats of shopping, but adds to the diverse range of shopping facilities that already exist.” “The activity of shopping for this kind of public has moved on, for example, from 1945 when it was mainly buying a product or a commodity, to the 1960s and 1970s when shopping was about going out and obtaining an experience. Now, shopping is about transformation, or collecting a thought about collecting aspects of a lifestyle or things that contribute to a person’s mental well-being.”

left: fast food kanban in Omotesando, Tokyo right: showroom of a fashion retail in Daikenyama, Tokyo

why "landscape of consumption"?

一座座的玻璃帷幕大樓陸續在城市出現，這種從裡面可以看到外面，但外面卻看不到裡面的視覺權力現象，充分顯示都市人喜歡偷窺的遊戲，這也是從城市的性慾望所衍生出來的偷窺狂，並在一時間於這座城市流行起來。同時，像髮廊、速食店、咖啡館、餐廳都紛紛把面對街道的那面牆打掉，換成一覽無遺的玻璃窗，台北市民不知何時喜歡上這種透明美學，好像讓人有種無限感，擁有一份站在中心，放眼望去盡是一覽無遺的權力。假若透明可以使透明化的空間，停止生產光明與黑暗之間那一種相互辯證的關係，那麼每個城市人的身體，都只不過是具有某種商品展示上的意義，因為只有這樣，消費才能與身體形成結構化關係。《台灣身體論》王墨林

left: photography collected in "Helmut Newton: Pages from the Glossies" right: photo of a minicry "Tour Eiffel" in China

spread of Desire

[objectivity] [subjectivity]

symbolic representation

merchandising representation

cultural representation

social representation

physical representation

PASSER-BY MERCHANDISE CONSUMER

act of Consumption

人在消費場所中的狀態現代的消費行為有如一個傳遞慾望的過程，在消費場所移動的同時，我們的身體扮演的角色也不斷的轉變。形成既是身體也是商品；既是主體也是客體的狀態。當人體在一個或多個空間中呈現出肉體性、社會性、文化性、商品性與符號性時，身為消費者的我們已然陷入了一個 " 散播慾望—釋放慾望 " 的迴圈裡。

left: man standing in front of the shop peddling in Taichung right: mannequin in wedding dress in Taichung

Pop culture worshiping

four phenomenon of desire: IMITATION | DUPLICATION | MEDIA | HUMAN BODY

模仿的第一步是轉換，將慾望轉變為消費行為。而在不斷的購買之下，個體的存在被削弱，整個社會則被名為流行的框架控制著。經由模仿而來的，無論是商品或建築空間，往往喪失了原本的含意，成為單純資本主義與權力的象徵。當我們肉體的欲求與對生活的追尋都可以轉化為某種可以消費的商品時，最明顯的特徵就是可以快速的複製。大量製造的慾望已經脫離了人的身體，變為一種刻板的社會結構，加諸於我們之上。先不論媒體傳達的信息到底真實與否，如此發達的資訊媒體實際上正在取代一部份空間的機能；我們不再需要這麼大的空間，因為由電子產品製造出的效果足以取代這些體積。這些出現在生活中各個地方的片段信息正在改變我們體驗場所的方式。無法對自己生活的場所產生認同、無法定義出自我的價値，現在都市的人無論生活在怎樣的環境，都被各式的慾望所控制，努力的擠壓自己的肉體與精神以便進入整個社會創造的共同體。

the IMITATION " 模仿 "

在消費空間中，不斷觀看到他人的身體在進行消費的行為，甚至是不同狀態的身體，都有可能刺激購買的慾望。相反的，因為購物行為而向他人宣示自身的優越、富足等意象，也影響了商店設計的方式。

the DUPLICATION " 複製 "

如何激發消費的慾望，是消費空間設計永恆的議題。尤其在大型的購物商場中，不僅要刺激購買，同時這樣的慾望還要能在短時間內快速傳播，並且套用到每個消費者上。

the MEDIA " 媒體 "

利用科技或其他手段去改變人對於空間的感知，以達到刺激消費的效果。媒體在空間上還可以分為主動與被動兩種；前者如某種雕像或建築語彙，主動且強烈的傳達品牌的形象與空間的性質；後者則如空調或氣味，可以延長消費者在空間中滯留的時間，或是吸引行人進入商店中。

the HUMAN BODY " 人體 "

空間的手法可以使人的角色在不同時空下變換，有時是不自覺的漸變；有時卻是刻意的區別。穿越這些介面的經驗營造了商品或品牌所期望的效果，更幫助每一個 " 行人 " 快速地進入 " 消費者 " 的狀態。

under giant billboard

DESIGN INSTRUCTIONS

the imitation/the duplication/the media/the human body how to producing and manipulating our desire

"INTO THE STORE"

"SHOWROOM GOES FIRST"

"A THEATRICAL SCENARIO"

"THE ETERNAL AFTERNOON"

"MERRY-GO-ROUND"

"MAKE THEM STOP"

"FROM CART TO CAR"

INDEX

01. INTO THE STORE

02. SHOWROOM GOES FIRST

03. A THEATRICAL SCENARIO

For every retail, it is essential if the range before costumers entering shops to the moment they step in can successfully simulate desire or not. As a result, it is important to imform the pedestrian about the characristic of the shop and guide them inside. And once costumers entered, the first shelf they see must be strong enough visually, for instance, products on a discount, or being display in a special method.

One very common method retail designer apply is that always put showcases in the beginning of the circulation, therefore, people immediatly found entrance or merchandise after walking through show windows. There are a million ways to design an elegant showcase, but consumer needs to find where they can buy the product or the access to the store shortly, after all, people have a very short attention in shopping space. Also, making customers aware of the brand identity is critical.

Use architectural elements to frame a scenario of shopping activities. While watching acts of consumption in different angles and experience, a passer-by can get to know products easier and so does the desire of customers has been created.

04. THE ETERNAL AFTERNOON

05. MERRY-GO-ROUND

06. MAKE THEM STOP

07. FROM CART TO CAR

Environment control is never just about preventing from severe climate and make people feel confortable. Large shopping malls usually maintain the temperture around 24째C and the sunlight just like 3 o'clock in the afternoon. Such lighting and weather controlling makes consumers forget about time passing, and further more, displacing consumers into a different space and time.

Vertical circulation as the center of consumptional space, it can not only be the visual focus but forcing costumers walk through every shop unit. To take the advantage of this characteristic, shopping malls place the most attractive showcases at the endpoints of vertical circulations but small and high value merchandise were arranged between these endpoints. The experience of traveling through vertical circulation (especially escalator), is another chance for advertising.

Customers will react differently while facing variety of surface, and the quality of the merchandise differed at the same time. Opening, translucency, hardness and reflectivity are some of the most usual methods. The reason that different material is so essential to commodity display is because people's speed will differ, and so the designer can manipulate and create the feeling and concept a product needs to convey to consumer.

Shopping carts make every customer carry more than they acturally can, and also make traveling through the space easier. Since modern shopping mall appeared, carts have been widely applied, therefore, facilities like auomatic walkway had been born as well. The scale of consumption space become larger and larger, which make the circulation much more complex than ever. In such place, customers have been guided from their vehicles to long and complicate shelves and back to cars again.

south-east asian shopping mall in Tainan

left: Red lips party right: Heterotopias of consumption landscape

human bodies & desire

一個城市的消費行為慾望的本質是 " 成為他者 "，是一種自我 - 他者的關係，而現代資本主義下的慾望被商品化，將其轉變為無限的消費行為。我藉由分析這些消費場所如何去控制與操弄人的慾望，去探討人體在空間中不斷轉變的特性，以及慾望在其中扮演的角色。消費場所利用了消費者的心理去刺激慾望的產生，在這之中就必定產生了觀看與凝視的現象，同時，主體與客體之間的關係也確立了。在這個空間中的人體既擁有肉體性也擁有商品性，根據每個消費者的身分背景，也出現社會性與文化性的差異。今天，我們比以往任何一個時代都有更多更豐富的媒體去展現商品，也就是說，基於慾望而產生變異的人體也比過去更加複雜，在分析了這麼多案例與書籍之後，我將它們分為兩個層級；第一個是討論現代化慾望的四個現象，分別是模仿、複製、媒體與人體。第二個部分由前面最後一個現象人體延伸出來，探討由不同的觀看與凝視方法剝離出來的人體。

中區作為台中市最早發展的地區之一，歷經了不同時期加諸於上的紋理，也讓此地區文化的面貌非常多元，本書的最後一部份是一本攝影集，大部分都在中區拍攝，尤其是柳川與綠川所夾的這段流域。我所關注的拍攝對象為在這個地區生活與工作的人們，用前半部分的理論去記錄他們，有些屬於觀看，有些屬於凝視；企圖去探討慾望在這個地方是如何被演繹的，另一方面，消費的地景又是如何產生的。

left: a great billboard of advertising in Taichung

the CITY: central district, Taichung

PHOTO CREDITS P.12

Unkown nike commercial.

Unkown author

Advertisement for Pxmart, " 經濟美學 "

Pxmart website

Southdale shopping center

Life Magazine

G.E.M shopping mall

Claude Parent domus

P.25

Passage Choiseul

The History and Conservation of Shopping Arcades

P.27

Map of city hall in Breslau, Germany

Shopping Evironment

P.27

Bazaar in Istanbul

Shopping Evironment

P.28

Painting of the Exeter Exchange

Shopping Evironment

P.29

Plan of the Galerie d'Orléans

Brown University Library

P.29

Painting of the Galerie d'Orléans

Brown University Library

P.29

Plan of the Upper Trading Rows (GUM)

Unkown author

P.30

Section of the Bon Marche department store

Shopping Evironment

P.31

Southdale shopping center

Shopping Evironment

P.16-17 P.18 P.22-23

P.33

Prada Marfa

Elmgreen & Dragset

P.33

Nicolas G Hayek Center

Shigeru Ban Architects

P.34

Japanese poster

TOPPAN PRINTING CO,. LTD.

P.40

Untitle photography

Helmut Newton

P.73

美軍繪製台灣城市地圖 - 台中

中央研究院人社中心 GIS 專題中心

Screenshots from the movie "Blade Runner"

Ridley Scott

P.99-101

REFERENCE 中文

台灣身體論

柄谷行人 / 譯 : 林暉鈞，心靈工坊文化，2015

誰把艾菲爾鐵塔搬到了中國？ (Original Copies: Architectural Mimicry in Contemporary China)

Bianca Bosker/ 譯 : 楊仕音，時報文化，2014

淺論黑格爾哲學「自我意識」的概念及運用

沈遠鋒，三民主義學報，第 20 期

日本 7-ELEVEN 消費心理學 ----- 你所不知道的買物心理

國友隆一 / 譯 : 鄭涵壬，台灣東販股份有限公司， 2003

符號帝國

王墨林，左耳文化，2009

帝國的結構 : 中心，周邊，亞洲邊 ( 帝国構造：中心・周辺・亜周辺 )

Roland Barthes/ 譯 : 江灝，麥田出版，2014

外文

Shopping Environments Evolution, Planning and Design

Peter Coleman, Elsevier Ltd., 2006

The History and Conservation of Shopping Arcades

Margaret Mackeith, Mansell Publishing Ltd., 1986

SHOWROOMS

Brigitte Fitoussi, Princeton Architectural Press, 1988

WHAT WE WANT

Francesco Jodice, Skira Editore S.p.A., 2004

Victor Gruen From Urban Shop to New City

Alex Wall, Actar, 2005

Deckard chasing one of the replicants, the scene for "Blade Runner", Ridley Scott

landscape of consumption: A GUIDE

a group of Taiwanese girls just came back from Tokyo Disney Land in Uguisudani, Tokyo NCKU Architectue Dept., fifth year studio thesis, written and photogaph by Heng Yu, instructor as Chih-Yin Chien 2015 Sept. to Dec.