Arquitectura: algumas relações com a área de publicidade e moda.

Abstract

This thesis was developed under the architectural theory and research project areas providing a reflection about some of the relations between architecture and the fashion and publicity phenomena's. The aim of this work was to approach and reflect critically about the relation established between these three areas. The secondary objectives consisted in identifying key concepts and historical contexts allowing the identification of interactions with the architecture. Therefore, this study focused, in particular, in the evolution of commercial spaces, emphasizing the building as fashion identity, presenting a selection of reference cases. It is further reported the influences between fashion and publicity, with architecture and vice versa, their impact on cities, in the construction of iconic buildings and media coverage of the status of the architect. Consequently, it was analyzed how the architecture can ensure the communication in a creative and dynamic public space, through the relationship of architecture between publicity and fashion, which influence and are influenced by these two phenomena, highlighting a key element - facade as mass media. In a restricted field, the architect and his practice, it is referred, in reverse, how the publicity and fashion activities establish relations with the practice of architecture, attending to the impact of media and culture of mass consumption, presenting two illustrative cases: one reflects the expansion of the brand image of the architect into other areas, the other equates the architect as a person's fashion that is know for it, and trough the media. Finally, a reflection was made centered in the potentialities of the relation between architecture with publicity and fashion, as well as about the advantages and disadvantages of that relation, trying also to focus the impact in the project and architectural language. Summarizing, the relations between publicity and fashion were described highlighting the main points by which they are developed: the building, the city, the architect and his architectural language, and recently, the consumption objects.