Marketing Strategy – Space as a Product. Architecture as a Marketing Device

Abstract

Spending time in our everyday Urban environment do we ever think how a particular architecture influences the economic value of that space? Space has its measurable financial value. From the economic point of view a place can be treated as a product that fights for appearing in tourists’ and investors’ consciousnesses. Space - treated as an object of demand and supply - becomes an element in a marketing game. To reach its maximal value the given space should be competitive to other spaces, from which it wants to stand out. However, in the field of architecture - and in the social structure alike – the globalization leads to a blending of economies and cultures that produces uniformly branded public spaces conforming to universal assumptions of integration and correlation. Consequently regional architecture is disappearing, while the growth in significance of international architecture is leading to homogenization of architectural expression and meaning. It is against basic rules of creating the recognizable brand of a place, what constitutes its marketing advantage over thousands others, promoting themselves places. That is not what we are looking for! Space/place, to be an economic value, can not be a subject to incidental shaping. Architecture should be one of the marketing devices. Therefore architecture is not only the reflection of the current state but it becomes an instrument in creating yet non-existent – but anticipated – economic potential of a place. Architecture coherent with a marketing message but alien in the particular context, paradoxically devastates a public space and reduces the place’s market value. However architecture in relation with a place identity transmits a clear message that strengthens the connections between the consumers and the local character of a place. It seems that nowadays architecture of the objects and spaces where contemporary people exist is underestimated. Time to recognize and explore other qualities of architecture as a way of innovative reality creation, to value abilities of creating an atmosphere stimulating the consumers’ behaviour leading to the planned financial effects.