Theming refers to "the use of an overarching theme... to create a holistic and integrated spatial organization from the consumer premises." The theme is "a unified or dominant idea or motif," so the theme is the process of designing and constructing objects or spaces so that "the particular subject or idea on which something is based" is explained by the "synthesis" of symbols that can be recognized by spatial form. "
It is applied to the environment to create a memorable and meaningful experience for individuals or groups visiting the space, and can be expressed through the use of architectures, decorations, signage, music and sound design, costumes, integrated technology, special effects, and other techniques. Theming is increasingly being used to create physical space for "experience marketing", where consumers can connect and interact with brands.
Historically, most large-scale environments are designed for entertainment, so the industry that creates these places is known as themed entertainment. Examples include amusement parks, water parks, museums, zoos, visitor centers, casinos, themed restaurants and resorts. It is also increasingly being used on smaller scale projects, including parties and product launches, to make the show even more impactful.
Common themes include holidays (such as Christmas and Valentine's Day), historical periods (such as the Middle Ages and American borders), cultures (such as Ancient Greece and Polynesian culture), and literary genres (such as Fantasy and Science fiction).
Video Theming
Histori
The objects have been used in the public sphere at least as far as the Nineteenth World Exhibition. Professor Susan Ingram argues that the Great Exhibition of 1851 in London, in effect, is the world's first themed park, utilizing it to advance its pro-industrial message, and reproduce foreign lands as a spectacle. The World Columbia Exposition of 1893 in Chicago introduced a separate middle ground, filled not only with attractions such as the first Ferris Wheel, but also cultural exhibitions from around the world, including village reproductions from many countries. Themed simulations, including the Italian Capri Cave and Hawaiian volcano, are possible for the first time by combining electricity, theater performances, and mechanical devices.
The themed dinners can also trace its roots to the 1890s, when at least three different elaborate themed nightclubs opened in Paris, using the themes of death, hell, and heaven. Soon after, in response to the growing popularity of cars, the theme was applied to a roadside architecture in the United States, and the building itself became an advertisement aimed at riding motorists. Beginning in the 1920s, a number of new architectural buildings were built in and around Hollywood, including the famous Brown Derby restaurants and the Bulldog Cafe. At the same time, the popular Egyptian Revival movement saw various Ancient Egyptian themed buildings, including everything from apartments to the Egyptian Theater of Grauman. Dozens of so-called "preprogrammed" or "mimetic" style structures were built in the Los Angeles area during the 1918-1941 colonial years, many of them restaurants, including animal-shaped buildings, food and vehicles.
The pioneers for today's themed mega-resorts are El Rancho Vegas, opened in 1941, and Last Frontier, opened in 1942, the first two properties on the Las Vegas Strip, both with the Wild West theme. They were followed by more themed hotels, including the Caesars Palace in 1966 and the Circus Circus in 1968.
The term "amusement park" began to be used around 1960, possibly to describe many parks built across the United States and around the world after the successful opening of Disneyland in 1955. Though arguably not the first amusement park, Disneyland was the first amusement park to combine some areas named ("land") with different themes. The theme parks have followed this pattern ever since, including some that explicitly mimic the Disneyland design.
Theming has also been applied to the retail environment. The advent of mass production led to the creation of major department stores in Europe by the end of the nineteenth century, and in the early examples of friendships, many used intricate look and windows to attract buyers. In the 1980s, Banana Republic strengthened its brand as a travel and safari company by placing its shop with Jeep and forest foliage. Beginning in 1987, the Disney Store chain used the theme to popularize the idea of ​​"retail entertainment", creating a new category of entertainment stores, which were then copied by competitors. Today, in response to the growth of online shopping, both individual stores and entire retail complexes such as malls are turning to themes to attract customers to physical locations.
Maps Theming
Scholarships
In 1997, Urbanist Mark Gottdiener's The Theming of America: Dreams, Visions, and Commercial Spaces was published. It is considered by many to be the first serious work to explore the origin, nature, and future of the themed environment. The revised second edition was published in 2001.
Also in 1997, the Canadian Architecture Center in Montreal presented the Reinsurance Architecture: Designing a Disney Amusement Park, the first exhibition of about 350 objects from the Walt Disney Imagineering archive, including plans, drawings, paintings and models for the Disney theme park and their attractions. Professor Karal Ann Marling curated the exhibition and wrote the main essay for the 224 pages of the accompanying book, which also included an essay by Disney Imagineer Marty Sklar, historian Neil Harris, art historian Erika Doss, geographer Yi-Fu Tuan, and critic Greil Marcus, as well interview with architect Frank Gehry.
Writer Scott A. Lukas has written and edited many books and articles on themed entertainment, including the first, Space: Finding Culture, Nation and Self, published in 2007. He teaches on theme park issues and themed rooms, video games, popular movies, and various forms of popular culture and renewing.
In 2010, Dean Peter Weishar and Professor George Head began work on a theme-themed entertainment program at Savannah College of Art and Design (SCAD) in Savannah, Georgia. In the fall of 2012, the School of Film, Digital Media and Performing Arts SCAD was split into two schools: the School of Digital Media and the Arts Arts School, which began offering M.F.A. first nation. in themed entertainment design. Peter Weishar went on to create the Themed Experience Institute program at Florida State University.
Criticism
As the most famous example of theming, Disneyland theme parks are often the target of criticism. In a very negative review, Disneyland and Las Vegas , published in The Nation at the opening of the park, writer Julian Halevy regrets:
"As in the Disney movie, the whole world, the universe, and all those who are fighting for self-control and nature, have been reduced to the intoxicating mixture of cheap formulas packed for sale... It's dangerous and offensive."
The famous writer Ray Bradbury responded with a letter to the editor, published three years later, titled Not Child Enough :
"The world is full of people who, for intellectual reasons, are steadfastly refusing to let go and enjoy themselves... I have a sneaking suspicion, after all that is said and done, that Mr. Halevy really loves Disneyland but not enough people, or enough children, to admit it, I feel sorry for him. "
Another important critique of the theme, again targeting Disneyland and its guests, can be found in the treatise of French sociologist Jean Baudrillard 1981 Simulacra and Simulation :
"Disneyland is presented as imaginary to make us believe that the rest is real, while all of Los Angeles and America that surround it are no longer real, but belong to the hyperreal order and simulation sequence... imaginary Disneyland is not right or wrong, it is a deterrent."
With Baudrillard, Italian writer Umberto Eco helps develop the idea of ​​"hyperreality", or the "Absolute False" world, where imitation does not merely reproduce reality, but try to improve it. Eco travels to tourist spots throughout the United States and often writes about "America's obsession with simulacra and false reality."
Recently, concern has been raised about the role of theming in influencing consumers, sometimes unconsciously, as part of a retail experience or "shoppertainment." Kim Einhorm, director of Themes Dealer, points out that "theming becomes an invisible form of branding." Indeed, because theming has become a common aspect of the daily life of so many people, the public often does not want or can not effectively understand its consequences. Some even argue that the growth of experience marketing contributes to a declining quality of life by eliminating "contemplative time."
Example
Themed Park
- Disneyland (Anaheim, California, USA)
- Europa-Park (Rust, Germany)
- Lotte World (Seoul, South Korea)
Restaurant Themes
- Alcatraz E.R. (Tokyo, Japan)
- Rainforest Cafe (Worldwide)
- Rollercoaster Restaurant (Europe/Middle East)
Themed Hotel
- Chimelong Hengqin Bay Hotel (Zhuhai, China)
- Hard Days Night Hotel (Liverpool, England)
- Luxor Las Vegas (Las Vegas, Nevada, USA)
Themed Retail Brand Store
- American Girl Place (US/Canada/U.A.E.)
- M & amp; M's World (US/UK/China)
Themes and Themed Events
- Parties and Themed Events Part 1
- Theme and Themed Event Part 2
- Parties and Themed Events Part 3
- Theme and Themed Event Part 4
See also
- Theme park
- Theme restaurant
- Themed Entertainment Association
Further reading
- Wood, Natalie T. and Caroline Munoz. (2007) "No Rule, Exactly or What? The Role of a Themed Restaurant as a Culture Ambassador." Tourism and Hospitality Research 7 (3/4), 242-255.
- Munoz, Caroline K, Natalie T. Wood, and Michael R. Solomon (2006) "Real or Blarney ?: A Cross-Cultural Study of Originality Felt in the Irish Pub" The Journal of Consumer Behavior , 5 (6), 222-234.
- Lego, Caroline K, Natalie T. Wood, Michael R Solomon, and Stephanie McFee (2002), "A Thirst for the Real Thing in Themed Retail Environments: Consumer Authenticity in Irish Pubs," The Journal of Foodservice Business Research , 5 (2), 61-74.
References
Source of the article : Wikipedia
0 Comments