The definition of "hybrid space" has now become common slang as well as in urban planning and sociology, also in the economics of commercial spaces and in the analysis of retail innovations, where for example, we no longer speak of mono sales spaces products and not more generally functional spaces exclusively for sale. Retail is the sector in which hybrid behaviors are best highlighted and refined: infact its history has been intertwined for more than half a century with the driving force of design that has always represented the soul of modern Milan, where technologies, aesthetics and spatiality form a synergy capable of giving coherent answers to contemporary polysemicity. And around the hybrid (hybrid spaces, hybrid processes, hybrid recomposition, etc.) many evident transformations are read, described and discussed, which start not from linear identity paths of the resident peoples but from intrusions, intrusions, integrations determined by planetary mobility. Across Europe an important revolution is underway that is radically changing ways and places of life. Interventions for the creation of collective spaces that often have commercial, entertainment and residential functions, which want to satisfy the most varied needs of "contemporary customers" are spreading more and more rapidly. Flexible and transformable spaces, and above all permeable from the outside and by local communities for carrying out profit and non-profit community activities. Specifically, in the city of Milan, the shops are adapting more and more to these preferences, offering, in addition to the products, courses, evenings, concerts in a continuous reference to something else. Categories or genres apparently disconnected but with cultural references and meaning understandable for their target are connected. The organized events are designed to be relevant and useful for local customers and often perform the function of meeting places for the neighborhood, not so much for the correlation between the product sold and the event created. Clothing stores that organize furniture courses, computer repair centers that open to job training courses, florists that become trendy places for brunch and so on. The thesis entitled "HYBRID. Places and phenomena of urban contamination" deals with the concept of hybrid in a transversal way, with a final focus on the hybrid (commercial) spaces of Milan, which represent the developments and intertwining that increasingly graft themselves into human tissue and cultural heritage of the city.
La definizione di “spazio ibrido” è divenuta ormai gergo corrente oltre che nell’urbanistica e nella sociologia, anche nell’economia degli spazi commerciali e nelle analisi sulle innovazioni del retail, dove ad esempio, non si parla più di spazi di vendita di mono prodotti e neanche, più in generale, di spazi funzionali esclusivamente alla vendita. Il retail è il settore in cui meglio si evidenziano e affinano i comportamenti ibridi: la sua storia infatti si è intrecciata da più di mezzo secolo con la forza propulsiva del design che rappresenta da sempre l’anima della Milano moderna, dove tecnologie, estetiche e spazialità formano una sinergia in grado di dare risposte coerenti alla polisemicità contemporanea. E attorno all’ibrido (spazi ibridi, processi ibridi, ricomposizione ibrida, eccetera) si leggono, si descrivono, si discutono molteplici evidenti trasformazioni che partono non da lineari percorsi identitari dei popoli residenti ma da intrusioni, intromissioni, integrazioni determinate dalla mobilità planetaria. In tutta Europa è in atto un’importante rivoluzione che sta modificando radicalmente modalità e luoghi del vivere. Sempre più rapidamente si diffondono interventi di creazione di spazi collettivi che hanno spesso funzioni commerciali, di intrattenimento e residenziali, che vogliono soddisfare le più svariate esigenze dei “clienti contemporanei”. Spazi flessibili e trasformabili, e soprattutto permeabili dall’esterno e dalle comunità locali per lo svolgimento di attività comunitarie profit e no profit. Nello specifico, nella città di Milano, i negozi si stanno adattando sempre più a queste preferenze, offrendo, oltre ai prodotti, corsi, serate, concerti in un continuo rimando ad altro. Si collegano categorie o generi apparentemente sconnessi ma con riferimenti culturali e di senso comprensibili per il loro target. Gli eventi organizzati sono pensati per essere rilevanti e utili per i clienti del posto e svolgono spesso la funzione di luoghi di ritrovo per il quartiere, non tanto per la correlazione tra prodotto venduto ed evento realizzato. Negozi di abbigliamento che organizzano corsi di arredamento, centri riparazione di computer che si aprono a corsi di formazione lavorativa, fiorerie che diventano luoghi alla moda per il brunch e così via. La Tesi intitolata "IBRIDA. Luoghi e fenomeni di contaminazione urbana" affronta il concetto di ibrido in modo trasversale, con un focus finale sugli spazi ibridi (commerciali) di Milano, che rappresentano gli sviluppi e gli intrecci che sempre più si innestano nel tessuto umano e culturale della città.
Ibrida. Luoghi e fenomeni di contaminazione urbana
MONGITORE, MIRIAM ANNARITA
2018/2019
Abstract
The definition of "hybrid space" has now become common slang as well as in urban planning and sociology, also in the economics of commercial spaces and in the analysis of retail innovations, where for example, we no longer speak of mono sales spaces products and not more generally functional spaces exclusively for sale. Retail is the sector in which hybrid behaviors are best highlighted and refined: infact its history has been intertwined for more than half a century with the driving force of design that has always represented the soul of modern Milan, where technologies, aesthetics and spatiality form a synergy capable of giving coherent answers to contemporary polysemicity. And around the hybrid (hybrid spaces, hybrid processes, hybrid recomposition, etc.) many evident transformations are read, described and discussed, which start not from linear identity paths of the resident peoples but from intrusions, intrusions, integrations determined by planetary mobility. Across Europe an important revolution is underway that is radically changing ways and places of life. Interventions for the creation of collective spaces that often have commercial, entertainment and residential functions, which want to satisfy the most varied needs of "contemporary customers" are spreading more and more rapidly. Flexible and transformable spaces, and above all permeable from the outside and by local communities for carrying out profit and non-profit community activities. Specifically, in the city of Milan, the shops are adapting more and more to these preferences, offering, in addition to the products, courses, evenings, concerts in a continuous reference to something else. Categories or genres apparently disconnected but with cultural references and meaning understandable for their target are connected. The organized events are designed to be relevant and useful for local customers and often perform the function of meeting places for the neighborhood, not so much for the correlation between the product sold and the event created. Clothing stores that organize furniture courses, computer repair centers that open to job training courses, florists that become trendy places for brunch and so on. The thesis entitled "HYBRID. Places and phenomena of urban contamination" deals with the concept of hybrid in a transversal way, with a final focus on the hybrid (commercial) spaces of Milan, which represent the developments and intertwining that increasingly graft themselves into human tissue and cultural heritage of the city.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/154189