Collective Consumption Trajectories

The project investigates the spatial organisation of the Chinese Shopping Mall with the aim of reconfiguring the consumer/product relationship. It is a response to the use of choreography in the manipulation of consumers' interaction with products within the Mall. The proposal aims to construct a feedback loop in the consumer/retailer relationship. The new mall is seen as an evolutionary step in the progression of the mall form and therefore a platform for the correlating development of the mall ritual.

Transition Between Fiction and Reality

The case study analyses the relationships of products in relation to patterns of behaviour within Abbas Kiarostam's filmic Koker Trilogy.

Tea Set Artifact

The tea ceremony, from the filmic trilogy, is selected as a small-scale test-bed to analyse the process of reconfiguring objects.

Shopping Mall Choreography

The Hong Kong Shopping Mall is selected as a large-scale test-bed to explore the results of reconfiguring objects.

Mall View Control

The choreography used by retailers to manipulate consumer interaction with products is analysed.

Short Term Mall Sequence

The new product/consumer relationships of online shopping are combined with the filmic techniques used in Abbas Kiarostami's Trilogy to form instantaneous connections.

Long Term Mall Sequence

Over a long time period, for example a year, the topography of the mall responds to trends in selections.

Mall Units

Mall units are repeatable in order to fill any volume.

Mall Unit Combinations

Units combine to facilitate different trends of consumption.

Mall Ritual Evolution

The mall ritual, which develops in correlation with the evolution of the shopping mall framework, is extrapolated to produce a prediction of a future condition.

Contemporary Shopping Condition

The ritual forms a greater connection with the products in the mall. Different variations of the rituals exist as they take on traits of the consumption zones in which they take place.