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Contents Acknowledgments 1 Introduction: Architecture in the Experience Economy 2 Eyes Which Do Not See 2.1 Liners: From Function to Experience 2.2 Airplanes: From Hardware to Humanware 2.3 Automobiles: From Standardization to Mass Customization 3 Changing of the Code 3.1 The Experience Economy 3.2 Architecture as Experience 3.3 The Brand 3.4 Added Value 4 Architecture without Architects 4.1 Architecture with a Plot Living the Fully Branded Experience 4.2 Literal Brandscapes Times Square and Potsdamer Platz NikeTown 4.3 Phenomenal Brandscapes Third Street Promenade: Evolution into a ¿Flattened¿ Branded Landscape Jerde Partnership: Reinventing the Communal Experience Inspiration 5 Marketing without Marketers 5.1 The Choreography of Unpredictability 5.2 The Accommodating Critical 5.3 Nobrow 5.4 Liquid Architecture 5.5 DataScapes 5.6 Time-based Strategies 5.7 Parametric Design 5.8 SHoP 5.9 The Legacy of Modernism 6 (M)arketing 6.1 How Marketing Trumped (Modernist) Ideology 6.2 Architecture as Product: Understanding, Creating, Communicating 7 (M) Architecture 7.1 The Lessons of Las Vegas The Inverted Shed and the Inverted Duck Place Marketing 7.2 The Illusion of Plans From Composition to Choreography From Object to Field From Axis to Path From Wall to Surface 7.3 Pure Creation of the Mind The Legibility of Intention The Discontinuity of Stage and Backstage Drama + Diversity + Detail Addendum 1: Figural Regimes of Signification Addendum 2: The Parthenon 8 Beyond Bilbao 8.1 Architecture as a Catalyst for Urban Renewal 8.2 Architecture as Brand Equity 8.3 The Wow Factor 9 Architecture as a Brand 9.1 Corporate Branding The Tension between Market and Place Corporate Architecture From Impact to Contact Inspiration 9.2 Urban Branding Think Locally Act Globally Concept Engineering 9.3 Residential Branding Condo Couture: Lifestyles of the Rich (Buyers) and Famous (Architects) The Brand Called ¿You¿ 10 Ten Reminders to Architects 10.1 From Product to Brand 10.2 From Need to Desire 10.3 From Performance to Experience 10.4 From Plan to Choreography 10.5 From Program to Ambiance 10.6 From Impact to Contact 10.7 From Function to Form 10.8 From Commodity to Catalyst 10.9 From Physical to Human Context 10.10 From Object to Subject 11 Bridging the Gap Afterword Notes Index
Library of Congress Subject Headings for this publication:
Symbolism in architecture.
Architecture -- Economic aspects.
Brand name products.