Consuming Scenography - The Shopping Mall as a Theatrical Experience

Consuming Scenography offers an insight into contemporary scenographic practice beyond the theatre. It explores the ways in which scenography is used to create a global cultural impact and accelerate profits in the site-specific context of themed shopping malls. It analyses the effect of the architectural, aesthetic, spatial, material and sensory aspects of design through their performative encounters with consumers in order to offer a better understanding of performance design.

In the first part the author explores the spatial seduction of an enclosed market space and traces the origins of scenographic temporality in permanent architectonic spaces for trade and commerce, from ancient Greek and Roman roofed markets and Oriental bazaars to 19th-century arcades and department stores to modern-day shopping malls.The second section addresses the site-specific theatricality of the shopping mall, considering the use of performative aspects of scenography in the creation of corporate identity. It engages with production and consumption of experience in themed shopping malls, using historical, aesthetical, social and political lenses. In the final section, the author intertwines fluidity of market changes with flexibility of scenographic matter, drawing attention to both contradictions and prospects that merging of scenography and architecture can bring along.

Considering a variety of case studies of themed shopping malls, including the Ibn Battuta Mall in Dubai, Terminal 21 in Bangkok, the Villaggio in Doha and Montecasino in Johannesburg, as well as further examples from Europe, USA and Asia - this book provides a wide-ranging critical examination of the ways in which scenographic thinking and practices are exploited in wider cultural contexts for impact, branding, and higher profits.

List of contents

List of Figures
Acknowledgements
Introducing Consuming Scenography

1 Staging Consumer Seduction: A Brief History
1.1 The market enclosure as a scenographic principle
1.2 Industrialising pleasure: Shopping arcades and department stores
1.3 Post-war functionalism: Shopping malls

2 Framing Consumption in Late Capitalism
2.1 Entertainment, please!
2.2 Theming the identity of consumption
2.3 Drama on sale

3 Themed Malls as a Global Trend
3.1 Make me look older: Montecasino
3.2 Shopping for education: The Ibn Battuta Mall
3.3 A boat trip to fantasy land: The Villaggio Mall
3.4 Have a safe flight: Terminal 21

4 Producing Experience
4.1 The magic of Disneyization
4.2 Technological wizardry
4.3 Aquatic fairy tales

5 Consuming Experience
5.1 Flâneurs or active consumers?
5.2 Surface semiotics
5.3 The body in the forged reality

6 The Deceitful Charm of Scenography
6.1 The echoes of history
6.2 The aesthetic universe
6.3 Social interaction with a price tag
6.4 Public space as a political stage

7 Spatial Flexibility: A Yearning
7.1 The fluidity of market changes
7.2 Flexibility matters
7.3 Double-crossed by urban dreams
7.4 Responsibility in the final act

Notes
References
Index

About the author

Dr. Nebojša Tabacki is an architect and scenographer working in theatre, film, and television. His recent publications include articles on the contemporary spectacle, the materiality of scenography, and projection and robotic technology as scenography, as well as his contribution to Scenography Expanded (ed. McKinney and Palmer, Bloomsbury 2017).

Summary

Longlisted for the PQ Best Publication Award in Performance Design & Scenography 2023

Consuming Scenography offers an insight into contemporary scenographic practice beyond the theatre. It explores the ways in which scenography is used to create a global cultural impact and accelerate profits in the site-specific context of themed shopping malls. It analyses the effect of the architectural, aesthetic, spatial, material and sensory aspects of design through their performative encounters with consumers in order to offer a better understanding of performance design.

In the first part the author explores the spatial seduction of an enclosed market space and traces the origins of scenographic temporality in permanent architectonic spaces for trade and commerce, from ancient Greek and Roman roofed markets and Oriental bazaars to 19th-century arcades and department stores to modern-day shopping malls.The second section addresses the site-specific theatricality of the shopping mall, considering the use of performative aspects of scenography in the creation of corporate identity. It engages with production and consumption of experience in themed shopping malls, using historical, aesthetical, social and political lenses. In the final section, the author intertwines fluidity of market changes with flexibility of scenographic matter, drawing attention to both contradictions and prospects that merging of scenography and architecture can bring along.

Considering a variety of case studies of themed shopping malls, including the Ibn Battuta Mall in Dubai, Terminal 21 in Bangkok, the Villaggio in Doha and Montecasino in Johannesburg, as well as further examples from Europe, USA and Asia – this book provides a wide-ranging critical examination of the ways in which scenographic thinking and practices are exploited in wider cultural contexts for impact, branding, and higher profits.

Foreword

A critical exploration of the experience of scenography in themed shopping malls.

Product details

• Authors: a, Neboj'53 Tabacki, Nebojša Tabacki, Nebojsa (Independent scholar) Tabacki
• Publisher: Methuen Drama
• Languages: English
• Product format: Paperback / Softback
• Released: 27.01.2022
• EAN: 9781350246669
• ISBN: 978-1-350-24666-9
• No. of pages: 208
• Series: Performance and Design
• Subjects: Humanities, art, music > Art > Theatre, ballet; ARCHITECTURE / Design, Drafting, Drawing & Presentation, Architectural structure & design, PERFORMING ARTS / Theater / Direction & Production, ART / Performance, Performance Art, Theatre Direction & Production, Theatre direction and production, Architectural structure and design