טכניון מכון טכנולוגי לישראל
הטכניון מכון טכנולוגי לישראל - בית הספר ללימודי מוסמכים  
M.Sc Thesis
M.Sc StudentFridenzon Harison Efrat
SubjectKaleidoscopic Spaces Design for Display Windows
DepartmentDepartment of Architecture and Town Planning
Supervisor Professor Michael Burt
Full Thesis text - in Hebrew Full thesis text - Hebrew Version


Abstract

In the modern era the consumer is exposed to a vast variety of visual marketing messages. In this competitive commercial environment, to be successful is to be able to generate visual marketing messages that can distinguish them from the rest.

This study examines the use and manipulation of kaleidoscopes in the design of shopping windows in order to achieve these goals, as well as generating innovative design tools of high visual, intellectual-psychological and aesthetic impact on the shopping participants. The kaleidoscopes may have the potential for producing entertaining and challenging experiences that include magical moments, evoking puzzling exhilarating emotions, resulting from the dissolving borders between the real and the virtual, (due to their structured symmetries). Beside their aesthetic value, the kaleidoscopes may expand and deepen perceived shop-window's space and enhance the symmetrically replicated presentation of the products on sale, thus, while preserving the intensity of the impact, the merchants may economize on the presentation space and the volume of presented product goods. This study explores and presents ways of combining kaleidoscopes and shopping windows, to generate an innovative artistic design of a commercial environment with high emotional-psychological and intellectual impact

 The kaleidoscope may serve the needs of the shop owner by emphasizing the presented commercial product and goods, attracting the attention of passers-by and potential customers and all that by producing dynamics of replication and reflection and movement.

The adopted research methodology includes the following aspects:

- visual investigation of kaleidoscopes models and their geometrical analysis.

- visual investigation of shopping windows and their designed incorporation within         the commercial environment.

-brainstorming based on examination of generic models and the possibilities to incorporate them into different modes of presentation in the kaleidoscopic space.

- construction of models that are based on different symmetry surfaces and development of a series of models for illustration.

 The study is a first milestone in examining the variety of marketing, commercial and business applications of using kaleidoscopes in showrooms and commercial space design and it opens the way for advanced theoretical as well as practical-applicative research in this field.