Urbanketing®
“…the exploration of existing connections between forms and urban societies, which seek to transform a discourse conventionally limited to the two-dimensional, in a three-dimensional dialogue…”
Ricky Burdett and Philipe Rode
By 2050, according to the United Nations, approximately 75% of the world's population will inhabit some type of urban land, while the soils will occupy only 4% of the total surface of the planet. Urbanization is the most important phenomenon created in the history of mankind, and cities are the most complex articulated mechanism existing to this day.
Public space is the vital organ of any city, it is the meeting place for citizens, where social cohesion is strengthened. In the quality of its conceptualization and design lies its capacity to generate appropriation, to promote visibility and the creation of links between its inhabitants.
The idea of progress has driven the life of cities towards modernity. Zygmunt Bauman states the following:
“We could say that today all or nearly all, everywhere on the planet, we have become modern. This means that today, unlike decades ago, every piece of land, with some exceptions, is subject to the obsessive, compulsive and inevitable change we now call "modernization," and all that it entails, including the continued production of redundancy and the social tension that this is destined to provoke...”
This modernity is closely associated with access to information, our urban environments are full of it, much of which helps us to survive on a daily basis. However, the ways in which we have made accessible some type of information, have turned out to be little articulated with the forms of human perception.
For decades, brands and corporations have used the city as a stage in which to promote their products and transmit their messages through the use of traditional advertising systems (spectacles, billboards, street furniture, leaflets, etc.). This phenomenon has resulted in a saturation of unidirectional messages, which deteriorate the urban image and generate millions of tons of pollution per year.
The rise of social networks has revolutionized the way we communicate and interact day by day. In the "modern" world, everything is measured by its ability to establish links and interactions.
Urbanketing®, a term created by A-001 Taller de Arquitectura, emerges as an alternative and responsible strategy for the generation of urban advertising, which seeks to create dialogues between brands and citizens through temporary architectural and artistic interventions. Harmoniously integrating, in the context of the city, the stories of corporations. Using the stories of brands and products as strategies for creating dialogue in cities, is the new way of communicating through urban movements.
All, without exception, are immersed in the experience of architecture. In the same way, we all share, at least a vague idea, how the arrangement of the elements that make up the design of a space affect the way we think and do. There is an intrinsic relationship between our life experience and the spaces we inhabit. This way, the architecture has the capacity to be an agent of change within our cities. According to Colin Ellard, the goal of building is:
“…transform perceptions and influence feelings and thoughts, by these means, organize human activities, exercise power and in many cases, make money”
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