Public space vs. shopping mall in consumerist culture simulation of the city in order to legitimize itself as a public space

Abstract

In this paper shopping malls are considered as a representative of modern consumer spaces and observed as places of interaction between the surrounding environment and the stakeholders, as well as places of their mutual indoor interaction. The idea of a shopping centre is the idea of compressing and intensifying a public space by placing all the necessary facilities under one roof. In this way, by providing access to all the necessary facilities, the need of the shopper to return to everyday life is lessened, shopping becomes a recreational activity and the shopping mall becomes a shelter. The aim of this paper is to compare the preferences consumers have towards shopping malls and public spaces, by determining consumers' opinion on the (dis) advantages of the shopping malls over features of a city centre. The basic goal of the research is to improve the knowledge and experiences in an architectural research through exploring of the mutual relations between the user, architecture and the space. The paper aims to analyse the relationship between architectural creativity and broader socio­cultural changes caused by the commercialization of a modern city.

U radu se kao reprezent savremenih potrošačkih prostora razmatra tržni centar. Potrošački prostor posmatran je kao mesto interakcija između okruženja i aktera, te aktera međusobno. Ideja tržnog centra je kompresovanje i intenziviranje javnog prostora smeštanjem svih potrebnih sadržaja pod jedan krov. Na taj način, umanjuje se potreba kupca da se vrati svakodnevnom životu, kupovina postaje njegova rekreativna aktivnost, a tržni centar sigurno pribežište. Predmet rada je istraživanje stavova korisnika prema otvorenim javnim gradskim prostorima i tržnim centrima, kao i poređenje njihovih kvaliteta i nedostataka. Osnovni cilj je unapređenje znanja i iskustva u istraživačkom i projektanskom pogledu kroz istraživanje odnosa između korisnika, arhitekture i prostora. Zadatak je da se analiziraju relacije između arhitektonskog stvaralaštva i širih sociološko­kulturoloških promena izazvanih komercijalizacijom savremenog grada - konkretno, projektantski koncept formiranja komercijalnih (prevashodno trgovačkih) prostora i uticaja koje oni imaju prema širem gradskom (fizičkom i socijalnom) kontekstu i korišćenju.