The stereotypes socially constructed around gender binarism constitute the restricted idea of bodies adjusted to the notions of feminine-woman and masculine-man. The constant reaffirmation of this hegemonic vision excludes the understanding of diversity beyond heteronormative coherence, and any possible form of expression outside the standards. These questions permeate the entire social sphere and its materiality, therefore, imply the practice of the designer. The research explores the contemporary relationship between commercial spaces and consumers, from an overall perspective to a closer look at the particularities of beauty and skincare stores. From this analysis, the Interior and Spatial Design attributions are explored to rethink the concept of the sale space as an environment free of gender segregation intentions, and efficient as a major brand’s representative. Relying on the theoretical research, a flagship store is designed guided by the directives of gender-neutral design, and connected to virtual platforms through the contemporary empowerment tools of social media. Seeking to connect the brand’s philosophy to the local culture, and foreseeing the spread of this concept around the world. The thesis’ outcomes represent a statement of the designers’ potential to act against social paradigms by promoting inclusive initiatives along with the development of projects they are engaged to. The contemporary notion of retail spaces denotes a stronger influence on the consumer’s mentality and therefore acts as a meaningful channel to spread gender-conscious ideals in society.
Gli stereotipi sociali costruiti attorno al binarismo di genere generano una idea di corpo ridotta e adattata alle nozioni di femminile-donna e maschile-maschile. La costante riaffermazione di questa visione esclude la comprensione della diversità oltre la coerenza eteronormativa e ogni possibile forma di espressione al di fuori degli standard. Queste domande permeano l'intera sfera sociale e la sua materialità, coinvolgendo quindi, la pratica del designer. La ricerca esplora la relazione contemporanea tra spazi commerciali e di consumato, da una prospettiva complessiva alla specificità dei negozi di bellezza e cura della pelle. Da questa analisi, le attribuzioni di Interior e Spatial Design vengono esplorate per ripensare il concetto di spazio di vendita come un ambiente privo di intenzioni di segregazione di genere ed efficace nella rappresentazione di brand. Basandosi sulla ricerca teorica, il flagship store è progettato secondo i principi di gender neutral design, e collegato a piattaforme virtuali attraverso i contemporanei strumenti di empowerment dei social media, cercando di collegare la filosofia del marchio alla cultura locale e immaginando la diffusione di questo concept in tutto il mondo. I risultati della tesi rappresentano una dichiarazione di come l’attività dei progettisti possa contribuire a plasmare i paradigmi sociali, promuovendo l’inclusione. La nozione contemporanea di spazi di vendita al dettaglio denota un'influenza ingente sulla mentalità del consumatore e quindi agisce come un canale significativo per diffondere una consapevolezza di genere nella società.
Alma. A walkthrough gender-neutral retail design
Setoguchi, Erick Katsumi
2019/2020
Abstract
The stereotypes socially constructed around gender binarism constitute the restricted idea of bodies adjusted to the notions of feminine-woman and masculine-man. The constant reaffirmation of this hegemonic vision excludes the understanding of diversity beyond heteronormative coherence, and any possible form of expression outside the standards. These questions permeate the entire social sphere and its materiality, therefore, imply the practice of the designer. The research explores the contemporary relationship between commercial spaces and consumers, from an overall perspective to a closer look at the particularities of beauty and skincare stores. From this analysis, the Interior and Spatial Design attributions are explored to rethink the concept of the sale space as an environment free of gender segregation intentions, and efficient as a major brand’s representative. Relying on the theoretical research, a flagship store is designed guided by the directives of gender-neutral design, and connected to virtual platforms through the contemporary empowerment tools of social media. Seeking to connect the brand’s philosophy to the local culture, and foreseeing the spread of this concept around the world. The thesis’ outcomes represent a statement of the designers’ potential to act against social paradigms by promoting inclusive initiatives along with the development of projects they are engaged to. The contemporary notion of retail spaces denotes a stronger influence on the consumer’s mentality and therefore acts as a meaningful channel to spread gender-conscious ideals in society.File | Dimensione | Formato | |
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Erick Katsumi Setoguchi - Final Thesis Book.pdf
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https://hdl.handle.net/10589/175753