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Visual identity and club culture in São Paulo. the visual language of electronic music clubs in the city
Full text
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| Author(s): |
Rosana Martinez
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Paulo. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Arquitetura e Urbanismo (FAU/SBI) |
| Defense date: | 2011-05-30 |
| Examining board members: |
Rafael Antonio Cunha Perrone;
Marcos da Costa Braga;
Maria Clotilde Perez Rodrigues Bairon Sant\'Anna
|
| Advisor: | Rafael Antonio Cunha Perrone |
| Abstract | |
This research aims to survey the visual identity and cultural environment formed around the electronic music clubs in the city of São Paulo. We seek to understand how this peculiar culture, which founded in music its transforming point, has changed and shaped the various forms of aesthetic expressions it uses. We want to identify the defining elements of the language adopted in these Visual Identity projects, which are justified, in part, by the search of establishing ties of affinity with the target public. Thus, we reported and analyzed the design production and interior architecture of the clubs built in the city during the 1980s, 1990s and 2000s, focusing in ambiences, brands and flyers. We also seek to reveal stories, authors and unique characteristics of this production and values practiced by this specific group. The significant efemerity that characterizes the scene imposes the need of a careful delineation of the research field, selecting a panoramic sample that allows us an informative and reflective reading of the facts. Therefore we present a brief history of the electronic music, distinguishing the defining elements of its language as well as the manifestations of a youth culture associated with this music and its consumption environments, where can be noticed in an intense sharing of knowledge, habits and tastes, which largely formed this particular culture, the club culture. (AU) | |
| FAPESP's process: | 09/03396-7 - Visual Identity and Club Culture in São Paulo |
| Grantee: | Rosana Martinez |
| Support Opportunities: | Scholarships in Brazil - Master |