Architecture, museums, tourism : the war of brands.
An analysis of the role of architecture in strengthening new urban economies based on tourism shows that during the last two decades an architectural typology has emerged as an undeniable urban paradigm, which has become a fundamental piece in the development of strategies oriented towards the touri...
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Universidad Católica de Colombia
2018
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Gravari-Barbas, Maria Ávila Gómez, Andrés Ruiz, Diana Carolina |
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Gravari-Barbas, Maria Ávila Gómez, Andrés Ruiz, Diana Carolina Architecture, museums, tourism : the war of brands. |
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Gravari-Barbas, Maria Ávila Gómez, Andrés Ruiz, Diana Carolina |
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Gravari-Barbas, Maria |
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Architecture, museums, tourism : the war of brands. |
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Architecture, museums, tourism : the war of brands. |
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Architecture, museums, tourism : the war of brands. |
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Architecture, museums, tourism : the war of brands. |
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Architecture, museums, tourism : the war of brands. |
| title_sort |
architecture, museums, tourism : the war of brands. |
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An analysis of the role of architecture in strengthening new urban economies based on tourism shows that during the last two decades an architectural typology has emerged as an undeniable urban paradigm, which has become a fundamental piece in the development of strategies oriented towards the tourism development of cities and territories: museum architecture. With the construction of the Guggenheim Museum in Bilbao (1998) and a spectacular mediatization around it, the international cartography of urban tourism took new directions marked by the so-called "Bilbao effect" and by increasingly global trends that are analyzed here. To this end, the paper studies some of the most representative cases of international architectural branding oriented toward museum institutions, as well as their relationship with the consolidation of the phenomenon of starchitecture embodied in figures such as Gehry, Nouvel, or Koolhaas. Concepts such as brandscapes or paradigmatic cities, or the phenomena of "McDonaldization" or "anti-Bilbao," which are reproduced in a context of hyper-modernity fuel the abundant existing historiography on the contemporary production of architecture and urbanism that has transcended all functionalist demand. |
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Universidad Católica de Colombia |
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2018 |
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https://revistadearquitectura.ucatolica.edu.co/article/view/1573 |
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oai:editorial.ucatolica.edu.co:article-15732020-07-27T16:36:50Z Architecture, museums, tourism : the war of brands. Arquitectura museos turismo : la guerra de las marcas. Arquitetura, museus, turismo : a guerra das marcas. Gravari-Barbas, Maria Ávila Gómez, Andrés Ruiz, Diana Carolina architectural branding Bilbao effect urban environment cultural institution starchitecture cultural tourism architecture of museums arquitectura de museos branding arquitectónico efecto Bilbao entorno urbano institución cultural starchitecture turismo cultural arquitetura de museus branding arquitetônico efeito Bilbao ambiente urbano instituição cultural starchitecture turismo cultural An analysis of the role of architecture in strengthening new urban economies based on tourism shows that during the last two decades an architectural typology has emerged as an undeniable urban paradigm, which has become a fundamental piece in the development of strategies oriented towards the tourism development of cities and territories: museum architecture. With the construction of the Guggenheim Museum in Bilbao (1998) and a spectacular mediatization around it, the international cartography of urban tourism took new directions marked by the so-called "Bilbao effect" and by increasingly global trends that are analyzed here. To this end, the paper studies some of the most representative cases of international architectural branding oriented toward museum institutions, as well as their relationship with the consolidation of the phenomenon of starchitecture embodied in figures such as Gehry, Nouvel, or Koolhaas. Concepts such as brandscapes or paradigmatic cities, or the phenomena of "McDonaldization" or "anti-Bilbao," which are reproduced in a context of hyper-modernity fuel the abundant existing historiography on the contemporary production of architecture and urbanism that has transcended all functionalist demand. Al analizar el rol de la arquitectura en el fortalecimiento de nuevas economías urbanas apoyadas en el turismo, puede constatarse que durante las últimas dos décadas una tipología arquitectónica se ha erigido como indiscutible paradigma urbano, para convertirse en pieza fundamental en el desarrollo de estrategias orientadas al desarrollo turístico de ciudades y territorios: la arquitectura museística. Con la construcción y la espectacular mediatización desplegada en torno al Museo Guggenheim en Bilbao (1998), la cartografía internacional del turismo urbano tomó nuevos rumbos marcados por el denominado "efecto Bilbao" y por tendencias cada vez más globales que se analizan en el presente texto. Para ello se estudian algunos de los casos más representativos a nivel internacional de branding arquitectónico orientado a instituciones museísticas, así como su relación con la consolidación del fenómeno de la starchitecture encarnado en figuras como Gehry Nouvel o Koolhaas. Conceptos como brandscapes o paradigmatic cities, o fenómenos de "macdonalización" o "anti-Bilbao" que se reproducen en un contexto de hipermodernidad, alimentan la abundante historiografía existente sobre la producción contemporánea de arquitectura y de ciudad que ha trascendido toda demanda funcionalista. Ao analisar o papel da arquitetura no fortalecimento de novas economias urbanas apoiadas no turismo, pode-se constatar que, durante as últimas duas décadas, uma tipologia arquitetônica tem-se levantado como indiscutível paradigma urbano para se converter em peça fundamental na elaboração de estratégias orientadas ao desenvolvimento turístico de cidades e territórios: a arquitetura museística. Com a construção e a espetacular midiatização sobre o Museu Guggenheim em Bilbao (1998), a cartografia internacional do turismo urbano tomou novos caminhos marcados pelo denominado "efeito Bilbao" e por tendências cada vez mais globais que são analisadas neste texto. Para isso, estudam-se alguns dos casos mais representativos no âmbito internacional de branding arquitetônico orientado a instituições museísticas bem como sua relação com a consolidação do fenômeno da starchitecture encarnado em figuras como Gehry, Nouvel ou Koolhaas. Conceitos como brandscapes ou paradigmatic cities, ou fenômenos de "macdonalização" ou "antiBilbao", reproduzidos no contexto de hipermodernidade, alimentam a abundante historiografia existente sobre a produção contemporânea de arquitetura e de cidade que vem transcendendo toda a demanda funcionalista. Universidad Católica de Colombia 2018-02-27 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion text/html application/pdf application/xml image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg image/jpeg https://revistadearquitectura.ucatolica.edu.co/article/view/1573 10.14718/RevArq.2018.20.1.1573 Revista de Arquitectura; Vol. 20 No. 1 (2018): January - June; 102-114 Revista de Arquitectura (Bogotá); Vol. 20 Núm. 1 (2018): Enero - junio; 102-114 Revista de Arquitectura; Vol. 20 No. 1 (2018): Enero - junio; 102-114 Revista de Arquitectura; v. 20 n. 1 (2018): Janeiro - junho; 102-114 2357-626X 1657-0308 spa https://revistadearquitectura.ucatolica.edu.co/article/view/1573/1762 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/1878 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2211 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2793 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2794 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2795 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2796 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2797 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2798 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2799 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2800 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2801 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2802 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2803 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2804 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2805 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2806 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2807 https://revistadearquitectura.ucatolica.edu.co/article/view/1573/2808 Derechos de autor 2018 Maria Gravari-Barbas info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by-nc/4.0 |