Designing the ‘house of consumption’: from the advent of large-scale retail trade to the new shopping humanism

Abstract

Having become the consummate non-place, the shopping centre has frequently been the object of studies by authors seeking to define the impact of an ever more elusive mass culture. Through a historical reading of emblematic Italian case studies, the article tries to define how, in a climate of affirmation of the outlet mall culture and appropriation of the retail theme by the architectural star-system, a progressive change is emerging. This change opens new design perspectives that challenge the interpretation which has been formulated by the postmodern culture. Starting from the above-mentioned research, together with fieldwork carried out for Cean SpA (Turin) and the Italian Carrefour group, the article ends by tracing the guidelines which can orient the designer in developing a new format for outlets within the large-scale retail trade.