Architecture = marketing / Architecture of spectacle as media of marketing / Case study: PRADA / KOOLHAAS

Abstract

Main goal is to examine the architecture of spectacle as a medium of marketing based on researching the correlation of architecture, spectacle and marketing. The case study is the cooperation between architect Rem Koolhaas and his studio OMA/AMO and fashion house PRADA. Basic scientific approach is based on an analytical research of the ephemeral architecture of spectacle, and a comprehensive monitoring and inference characteristics of the phenomenon. The paper is based on the thesis that a phenomenon of the ephemeral architecture of spectacle, becomes multivalent composition of spectacle`s functions as the frame for the event/experience. The functions are used as a resource of manipulation of customer`s emotions in purpose of economic gain of companies. The study is conceived as a contribution to the critical analysis of ephemeral architecture of spectacle and as a result it is showed that architecture posses marketing potential which is used for marketing purpose in world of business.