Experiential tactics: art, architecture and marketing in the "Age of experience"

• Grant number: 10/02195-5
• Support Opportunities: Regular Research Grants
• Start date: July 01, 2010
• End date: June 30, 2012
• Field of knowledge: Applied Social Sciences - Architecture and Town Planning - Fundamentals of Architecture and Urbanism
• Principal Investigator: Ruy Sardinha Lopes
• Grantee: Ruy Sardinha Lopes
• Host Institution: Instituto de Arquitetura e Urbanismo de São Carlos (IAU). Universidade de São Paulo (USP). São Carlos , SP, Brazil
• Associated researchers: David Moreno Sperling

Abstract

This research proposes to investigate the senses and the operativitiesthat the concept of "experience" has been mobilizing in thecontemporary context. The texts written by Walter Benjamin and TheodorAdorno between 1930 and 1940 that signalize the decline of experience in its strong meaning are demarcated as conceptual basis of this work. In a more visible way, the term "experience" has been aggregating other meanings, implications and limits, in the art and architecture fields since 1960, and in the economy and cultural fields since 1970. And, nowadays, it is massively present in the marketing strategies, in the contemporary design, arts and architecture. Beyond the explanation of the conceptual mark about the question, this work is composed by a mapping of experiential tactics that are been used for the spatial,imaginary and discursive productions of what here is denominated as "experience age". (AU)