Market of Effects symposium, Yale School of Architecture, March 30-31, 2007

Hi all (and apologies for cross-postings),

It's a topic familiar to this list and yet, approached differently in  
architecture and cultural studies. With this in mind, I'd like to  
announce our Yale School of Architecture graduate student symposium,  
The Market of Effects, to take place on March 30-31, 2007.

It takes on the experience economy from an architectural perspective.  
It will be academic and critical in tone, but looking at the topic  
through some interesting lenses and topics, including televangelism  
and architecture; another side of Venturi, Scott Brown and Izenour's  
Learning from Las Vegas; an analysis of what ambience means in a  
commercial sense-- through the lens of Taco Cabana.

We'd be delighted to see you if you'd like to come. Email me and I'll  
forward more specific information -- aside from the keynote Friday  
night, the paper session is 9:30-4 p.m. on Saturday the 31st, so you  
could do reasonably make it a day trip to New Haven.

Best,
Molly
. . .

The Market of Effects
Yale School of Architecture Graduate Student Symposium
30-31 March 2007				

 From "Imagineers" to "Futurologists", from ethnographic research to  
product branding, architectural designers are evermore concerned with  
the production of entertaining, interactive, and variable experiences  
through spatial, surface and material effects. These trends parallel  
last decade's identification of the "Experience Economy" and its  
materialization in the fields of "experience design" and "experience  
architecture." Formulated in the late 90s, this economic model is  
characterized by a progression away from subsistence commodities to a  
service-based economy, resulting in the trade of service experiences  
appealing to consumers' emotions and feelings. Through the  
thematizing of user needs and the theatrical presentation of the  
currencies of memory, image, sensorial satisfaction and mass- 
customization, architecture has responded to market forces with  
projects that merge technology, narrative and dynamic effects in the  
built environment.

"The Market of Effects" will serve as a critical forum in which to  
explore the history, articulation and future of the experience  
economy in relation to architectural and urban design. The symposium  
solicits proposals that examine or critique designs that combine  
interactive and variable effects, the engagement with extra-visual  
sensation, the layering of data, and the appeal to individual taste  
and identity to construct a personalized point of sale via the built  
environment.

Friday 30 March 2007	, 6:30 p.m.

"Foreground/Background: Architecture as Sign and the Culture of  
Theming"		
Mark Gottdiener (SUNY Buffalo)	

Saturday 31 March 2007
		
Spaces of Consumption 9:30 a.m.
Bernard Zernheld (Yale) -- "Advertising as Architecture's Nemesis and  
Model in the Rue Réaumur" 	
Sara Stevens (Princeton) -- "Learning from Billboards"
Winnie Wong (MIT) --  "The Commodification of Ambient Exchange"
Response: Prof. Ed Mitchell (Yale)

Spaces of Immersion 1:30 p.m

Lydia Kallipoliti (Princeton) -- "Electronic Urbanism 1952-1977;  
Takis Zenetos' aeroform colonizations and brain-power space-making"				
Wendy Fok (Princeton) -- "Cultural Sounds: Mapping Communication"
Erica Robles (Stanford) -- "Media, Landscape and Architecture at the  
Crystal Cathedral"
Response: Prof. Emmanuel Petit (Yale)

. . .		
Committee:
Dean Robert A.M. Stern: Dean, Yale School of Architecture
Eeva-Liisa Pelkonen: Director, Master of Environmental Design program

Students:
McLain Clutter
Britt Eversole
Enrique Ramirez
Molly Wright Steenson
Federica Vannucchi