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[PROJECT02] [BACHELOR’S THESIS] [2022/2023] [Team: Guglielmo Vitelli]ARCHITECTURAL RETAIL
[Architectural Retail, between fashion store and exibithion space].Architectural Retail explores the evolving relationship between architecture and fashion, two disciplines that increasingly intersect within the contemporary store. No longer a mere commercial space, the store has become a cultural environment where objects, ideas, and experiences are showcased, discussed, and shared. As Rem Koolhaas notes, “Shopping is arguably the last remaining form of public activity,” and today fashion retail often assumes the qualities of an exhibition: curated, atmospheric, and deeply spatial.The research examines how architectural design shapes the visitor’s experience, shifting focus from the product to the consumer. Through a historical and typological analysis of both stores and museums , their forms, materials, lighting, and atmospheres , the study highlights the growing convergence between the two. The final chapter presents twenty case studies from the past two decades, organized into five categories, demonstrating how fashion retail spaces increasingly operate as museum-like environments where architecture becomes a key medium of display and narrative.
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