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Brandscapes [Paperback]

Anna Klingmann
3.0 out of 5 stars  See all reviews (2 customer reviews)
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Book Description

8 Oct 2010
In the twenty-first century, we must learn to look at cities not as skylines but as brandscapes and at buildings not as objects but as advertisements and destinations. In the experience economy, experience itself has become the product: we're no longer consuming objects but sensations, even lifestyles. In the new environment of brandscapes, buildings are not about where we work and live but who we imagine ourselves to be. In Brandscapes, Anna Klingmann looks critically at the controversial practice of branding by examining its benefits, and considering the damage it may do. Klingmann argues that architecture can use the concepts and methods of branding--not as a quick-and-easy selling tool for architects but as a strategic tool for economic and cultural transformation. Branding in architecture means the expression of identity, whether of an enterprise or a city; New York, Bilbao, and Shanghai have used architecture to enhance their images, generate economic growth, and elevate their positions in the global village. Klingmann looks at different kinds of brandscaping today, from Disneyland, Las Vegas, and Times Square--prototypes and case studies in branding--to Prada's superstar-architect-designed shopping epicenters and the banalities of Niketown. But beyond outlining the status quo, Klingmann also alerts us to the dangers of brandscapes. By favoring the creation of signature buildings over more comprehensive urban interventions and by severing their identity from the complexity of the social fabric, Klingmann argues, today's brandscapes have, in many cases, resulted in a culture of the copy. As experiences become more and more commodified, and the global landscape progressively more homogenized, it falls to architects to infuse an ever more aseptic landscape with meaningful transformations. How can architects use branding as a means to differentiate places from the inside out--and not, as current development practices seem to dictate, from the outside in? When architecture brings together ecology, economics, and social well-being to help people and places regain self-sufficiency, writes Klingmann, it can be a catalyst for cultural and economic transformation.

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Brandscapes + Brand Spaces: Branded Architecture and the Future of Retail Design
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Product details

  • Paperback: 378 pages
  • Publisher: MIT Press (8 Oct 2010)
  • Language: English
  • ISBN-10: 0262515032
  • ISBN-13: 978-0262515030
  • Product Dimensions: 22 x 17 x 2 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 275,965 in Books (See Top 100 in Books)

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Review

"As Anna Klingmann shows in this well-researched, and well-written book, brand and experience management are at the forefront of contemporary architectural theory and practice. Indeed, viewing buildings and architects as brands that provide experiences can provide a new and fresh perspective for the entire field of architecture. This insightful book provides a much-needed critical perspective on this emerging trend." Bernd Schmitt , author, Experiential Marketing and Customer Experience Management "Heir to the heraldry of ancient kingdoms, today"s experience economies attempt to link the caprice of themed environments with thoroughly rationalized market strategies. As various strata of space making become increasingly reliant on psychic signaling as symbolic capital, the architecture profession indulges in another of its perennial crises about authenticity and meaning that never existed. Klingmann"s Brandscapes allows us to eavesdrop on this soul-searching, but she also whispers, in aside, "Where"s the tragedy?" Indeed, she argues that commodified desire may only give designers more precise and penetrating control over business plans and urban politics now under the affable spell of brand longing."Keller Easterling , Associate Professor, Yale University School of Architecture " Brandscapes bravely argues for a public architecture to re-create delight, challenging designers to bring together the wow factor of consumer culture and people"s desire to belong. Klingmann makes us realize that good architecture can be both commercial and thematic -- and forces us to rethink the legacy of modernism for an unstable age."Sharon Zukin , author, The Cultures of Cities " Brandscapes is the first architecture book that takes the Experience Economy as its premise to show architectsand by extension designers, engineers, and indeed all experience stagershow to create places that are authentic, meaningful, and engaging. If placemaking means anything to you, read Anna Klingman"s far-reaching book and apply its path-breaking principles." B. Joseph Pine II and James H. Gilmore , coauthors, The Experience Economy and Authenticity: What Consumers Really Want "In the endlessly recombinant formats spawned by globalization, the meaning of architecture is forced to negotiate a slippery territory between identity, representation, and branding. With a rigorously jaundiced eye, Anna Klingmann unpacks this new place, offering a fascinating tour of both its perils and its possibilities."Michael Sorkin

About the Author

Anna Klingmann, an architect and critic, is the founder and principal of KL!NGMANN, an agency for architecture and brand building in New York. Her work has been published in AD Magazine, Daidalos, Architectural Record, Architecture d'Aujourd'hui, and other periodicals.

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Most Helpful Customer Reviews
1.0 out of 5 stars Good Book - poor publishing 27 Jan 2010
Format:Hardcover
I am almost 40 pages into the book and it is difficult to write a review...

Am I enjoying the read? Yes. Has the book got all the pages? No. Are the pages in the correct order? No.

I am missing pages 40-41 (hence only getting almost 40 pages through it!) and pages 38-50 are mixed up with pages 128-140. It's obviously very annoying.

I have complained to Amazon UK and they speedily sent me out another copy. ANOTHER COPY WITH THE SAME PAGES MISSING AND MUDDLED UP! I could arrange a replacement via the publisher but I really can't be bothered. After all there are people dying in the world and I'm complaining about a book with the pages in the wrong order. I must resign to the fact that it's less hassle flicking backwards and forwards through the book than chasing another copy. As for pages 40-41, I guess I will never know what nuggets of architectural information lie within!

Maybe I have been unlucky, but be warned if you are going to by this book - I have now received two copies that have been incorrectly printed.

Conversely I have really enjoyed reading pages 1-37!
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1 of 2 people found the following review helpful
5.0 out of 5 stars Eye-opening study on branding 27 April 2009
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
The mall where you shop, the coffee shop where you take your breaks, the museum that you visit - wherever you go, you are walking through a "brandscape," or branded world. Anna Klingmann describes this aesthetic experience in her eye-opening study of branding in all its forms, with a special focus on architecture. Offering a unique perspective, Klingmann breaks down the strategy behind well-known brands such as Disney, Apple and Starbucks. She also parses the experiences that brandmakers create everywhere from cruise ships to casinos to that "urban entertainment district" where you might have suffered your latest attack of brand overload. Klingmann's text meanders at times, yet her trenchant analysis is rewarding. getAbstract recommends this book to anyone seeking a perceptive analysis of branding strategies - with an unusual recognition of how architecture and landmarks serve to generate a brand image.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 5.0 out of 5 stars  2 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Excellent ! 15 Sep 2007
By Joong Won Lee - Published on Amazon.com
Format:Hardcover
The topic of this book is extremely entertaining. As any reader can
imagine from the title, it's about landscapes as byproduct of branding.
Well known recent projects in the US (few Europe) by star architects are
analyzed in the context of city branding, museum branding, and corporate
branding.

Branding has been out there for long time, but what's particularly
interesting in recent phenomena (gist of this book) is that the
architecture (or formation of its process) is used as a vehicle to
branding. Klingmann was able to pull together diverse discipline groups
and abundant resources to make that claim.

Another major voice in the book is about "Experience Economy." Basically,
how product developers and brand strategists have evolved their nature of
products and point of advertisement into consumer based satisfaction.
That in mind, Klingmann pulls together solid evidence of the
architectural role.

Good books tend to be either extremely informative or imaginative.
Reading the book, I had pleasure of doing the latter. Branding, in my
mind, at the basic level comes down to "art of seduction" or "art of
persuasion", dealing the issues of contemporaneity. There are probably
gazillion different veils to seduce, Klingmann's book does not focus on
one particular way of seducing. The real strength of the book, hence is,
its open-endedness to imagination.
1 of 1 people found the following review helpful
5.0 out of 5 stars Eye-opening study on branding 27 April 2009
By Rolf Dobelli - Published on Amazon.com
Format:Hardcover
The mall where you shop, the coffee shop where you take your breaks, the museum that you visit - wherever you go, you are walking through a "brandscape," or branded world. Anna Klingmann describes this aesthetic experience in her eye-opening study of branding in all its forms, with a special focus on architecture. Offering a unique perspective, Klingmann breaks down the strategy behind well-known brands such as Disney, Apple and Starbucks. She also parses the experiences that brandmakers create everywhere from cruise ships to casinos to that "urban entertainment district" where you might have suffered your latest attack of brand overload. Klingmann's text meanders at times, yet her trenchant analysis is rewarding. getAbstract recommends this book to anyone seeking a perceptive analysis of branding strategies - with an unusual recognition of how architecture and landmarks serve to generate a brand image.
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