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Erasing Space from Places Brandscapes, Art and the (de)valorisation of the Olympic Space

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Author(s): Andrea Pavoni

Journal: lo Squaderno
ISSN 1973-9141

Volume: 5;
Issue: 18;
Start page: 9;
Date: 2010;
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Keywords: The value of places / Il valore dei luoghi | lo Squaderno No. 18

ABSTRACT
Beyond use, exchange and sign value, current marketing practices have consistently turned on notions of contextual fruition, experience, performativity, affective spaces, atmospheres. The logic of the experience economy has quickly spilled over other realms: architecture and design, security and control, urban planning and law. As the language of brand overflows the marketing jargon to apply to urban events1 and renewal projects, the notion of brandscape becomes increasingly relevant to indicate the institutional engineering of material and immaterial, visible and invisible spaces. Brandscaping is a “more or less successful institutional attempt to inscribe spaces and their inhabitants in their own terms” (Ball and Wood, 2008), in other words, to freeze space, to capture and tame its multiplicity, to make it static, organised, predictable, not in the cumbersome, panoptical way, but rather through affective strategies, by producing, managing and securing “atmospherically enriched experiences” (Klingmann, 2007: 6).
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