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 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 A Better Understanding Of Performance 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.