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airportshopping

galleria

european bazaar

supermarket

warehouse clubs

superstore

convenience store

superettehypermarket

discounters

department store

shopping mall

entertainment shopping

churches

category killersWal-Martoutlets

virtual shopping

duty-free

pedestrian mall

strip malldrive-thru

shopping resorts

m in de nouveautés

chain storesfranchise

mail order/catalogue shopping

1816-1840

railway station shopping

1,52

8

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1,53

1

276

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total individual stores, US

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ts

total department sto

res, US

total malls, U.S.

total convenience stores, U.S.

45,7

00

total escalators worldwide

3700

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160,

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•19

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old

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ears

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hic

ago

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anky

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cho

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rich

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eB

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itsu

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91To

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1992

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•19

02:M

acy’

s,M

arsh

allF

ield

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nd

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nn

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"Bef

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War

Ith

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ed

ied

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mo

sto

ffic

iald

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bu

ildin

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tho

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uld

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mit

itin

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nin

etee

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-cen

tury

form

...n

ore

ales

tate

auth

ori

tyco

uld

per

mit

such

anex

plo

itat

ion

of

lan

d."

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han

nFr

ied

rich

Gei

st,A

rcad

es.

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eric

anre

taili

ng

ish

ead

ing

for

a'd

ie-o

ut'

of

Dar

win

iam

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po

rtio

ns

...W

al-M

art

CEO

Dav

idG

lass

and

Stan

ley

Mar

cus

are

pre

dic

tin

gth

at50

–75%

of

pre

sen

tre

tail

will

be

exti

nct

wit

hin

ad

ecad

e."

—D

ale

M.L

ewis

on

,Ret

ailin

g.

� “Mall”

� “Captive”

� “Divine Economy”

� “Depato”

� “Suburban Model” � “Real(i)ty”

� “City of Shopping”� “Gruen Urbanism”

� “Good Intentions”

� “Ms. Consumer”

� “. . . And Then There Was Shopping”

� “Tokyo Metabolism”

� “Crystal Palace”

� “e-urope”

� “Nikecology”

� “Jerde Transfer”


� “Resistance”

� “Disney Space”

� “Bit Structures”

� “Next Big Thing”

� “Three-Ring Circus”

� “Mobility”


� “High Architecture”


20001980196019401920190018801860184018201

airportshopping

galleria

european bazaar

supermarket

warehouse clubs

superstore

convenience store


discounters

department store

shopping mall


churches


virtual shopping

duty-free

pedestrian mall


shopping resorts

m in de nouveautés



1816-1840

railway station shopping1,

528

1,72

2

1,53

1

276

32

500

19,0

00

21,5

38

24,5

16

26,8

70

30,4

70

30,2

00

32,2

00

33,9

04

35,7

50

36,5

76

37,4

00

66,0

00

76,0

00

80,0

00

82,5

00

83,0

00

84,5

00

84,5

00

84,4

00

3,15

7

2,76

1

2,64

5

4,07

4

4,19

0

4,25

1

5,79

2

7,74

2 8,80

7

9,98

1

10,0

41 11,0

01

13,0

00

22,0

00 25,5

00

30,6

41

32,5

63

34,6

83

36,5

15

37,9

75

38,9

66

39,5

43

40,2

81

41,1

51

42,0

48

7,10

0

2,90

0

"afe

wh

un

dre

d"

1,54

3,15

8 1,77

0,35

5

1,77

1,31

7

1,72

1,65

0

1,78

8,32

5

1,70

7,93

1

1,19

1,54

6

1,26

4,92

2

1,85

5,06

8

1,92

3,22

8

1,50

3,59

3

1,52

6,21

5


tota

l Wal

Mar

ts


res, US

total malls, U.S.


45,7

00


3700

2700

160,

000

museums

•18

27:D

esig

nfo

ra

Kau

fhau

s(K

arlF

ried

rich

Sch

inke

l)

•19

97:N

iket

ow

n,N

ewY

ork

•19

96:D

on

na

Kar

an,L

on

do

n•

1995

:12,

952

reta

ilfa

ilure

sin

U.S

.

•18

51:C

ryst

alPa

lace

,Lo

nd

on

(Jo

sep

hPa

xto

n)

•18

58:M

essr

sO

sler

'ssh

op

,Lo

nd

on

•19

91:U

.S.m

ail-

ord

ersa

les:

$91.

50b

illio

nTo

tal

reta

ilsa

les:

$1,8

43.5

2b

illio

n

•19

20s:

Firs

to

utl

etst

ore

s,N

ewEn

gla

nd

•18

53:H

alle

sC

entr

ales

,Par

is

1996

–:G

ran

dC

entr

alSt

atio

nu

nd

erg

oes

$175

mill

ion

ren

ova

tio

n•

1988

:Was

hin

gto

n's

Un

ion

Stat

ion

rem

od

eled

•

1997

:Avg

.sal

es:$

1,00

0–1,

200

/sq

.ft.

(vs.

$200

–300

for

mal

ls)

•19

96:H

eath

row

Term

inal

2re

furb

ish

ed•

1995

:Wo

rld

wid

ed

uty

-fre

esa

les:

$20.

5b

illio

n•

1995

:Avg

.sal

es:$

970

/sq

.ft.

•19

95:B

AA

clas

sifi

edas

reta

ilst

ock

•

1999

:Ab

olis

hm

ent

of

intr

a-E.

U.d

uty

-fre

e•

1992

:BA

Ao

pen

sm

alla

tPi

ttsb

urg

Air

po

rt•

Earl

y19

90s:

Hea

thro

wkn

ow

nas

"Th

iefr

ow

"•

197 7

:Pri

vati

zati

on

of

Bri

tish

Air

po

rts

Au

tho

rity

(BA

A)

•

1965

:Bri

tish

Air

po

rts

Au

tho

rity

esta

blis

hed

•

1957:Fi

rst

du

ty-f

ree

sho

p,

Sh

an

no

nair

po

rt,Ir

ela

nd

•

•19

95:4

.97

bill

ion

sq.f

t.to

tall

easa

ble

reta

ilar

ea

•19

97–:

As

man

yas

on

ein

five

mal

lsw

illcl

ose

•1922:Fi

rst

un

ifie

dsh

op

pin

gm

all

:C

ou

ntr

yC

lub

Pla

za,K

an

sas

Cit

y

•19

50:F

irst

op

en-a

irm

all:

No

rth

gat

e,Se

attl

e•

1951

:Fir

std

um

bel

lpla

n:F

ram

ing

ham

,Mas

s.•

1951

–53:

Lijn

baa

n,R

ott

erd

am(v

and

enB

roek

&B

akem

a)

•19

54:V

icto

rG

ruen

'sfi

rst

mal

l:N

ort

hla

nd

,Det

roit

•19

64:Y

ork

dal

eSh

op

pin

gPl

aza,

Toro

nto

:72

acre

s;p

arki

ng

for

6,73

6ca

rs

•19

68:D

om

inio

nC

ente

r,To

ron

to(M

ies

van

der

Ro

he)

•19

71:T

he

Gal

leri

a,H

ou

sto

n

•19

92:M

allo

fA

mer

ica

•1956:Fi

rst

en

clo

sed

mall

:So

uth

dale

,M

inn

eap

oli

s(V

icto

rG

ruen

)

•19

81:L

arg

est

mal

l:W

est

Edm

on

ton

1822

:Arc

ades

infl

uen

cep

riso

nre

form

•

1816

–18:

Ro

yalO

per

aA

rcad

e,Lo

nd

on

•

1818

–19:

Bu

rlin

gto

nA

rcad

e,Lo

nd

on

•

1820

:Pas

sag

ed

ela

Mo

nn

aie,

Bru

ssel

s•

1828

:Gal

erie

d'O

rléa

ns,

Pari

s•

1826

:Ph

ilad

elp

hia

Arc

ade,

Phil.

•

1840

–43:

Pass

age

Pom

mer

aye,

Nan

tes

•

1831

:Ro

yalA

rcad

e,N

ewca

stle

•18

31:G

aler

ied

eC

rist

ofo

ris,

Mila

n•

1831

:Gal

erie

Bo

rdel

aise

,Bo

rdea

ux

•

1829

:Lo

wth

erA

rcad

e,Lo

nd

on

•

1827

:Wey

bo

sset

Arc

ade,

Pro

vid

ence

•

1823

:Pas

sag

ed

el'O

pér

a,Pa

ris

•18

25:P

assa

ge

Ch

ois

eul,

Pari

s•

1837

–39:

Pass

age

Lem

on

nie

r,Li

ège

•

1842

–43:

Exet

erA

rcad

e,Lo

nd

on

•Si

llem

'sB

azar

,Ham

bu

rg•

1845

:Pas

sag

eJo

uff

roy,

Pari

s•

1846

–47:

Gal

erie

sSt

.Hu

ber

t,B

russ

els

•

1853

:Qu

een

'sA

rcad

e,M

elb

ou

rne

•

1855

:Uto

pia

nar

cad

ep

roje

cts,

Lon

do

n:

Cry

stal

Way

and

Gre

atV

icto

rian

Way

•

1863

:Kö

nig

inA

ug

ust

aH

alle

,Co

log

ne

•

1869

:Ro

yalA

rcad

e,M

elb

ou

rne

•

1871

:Bar

ton

Arc

ade,

Man

ches

ter

•

1873

:Lan

cast

erA

ven

ue,

Man

ches

ter

•

1875

:Gre

atW

este

rnA

rcad

e,B

irm

ing

ham

•

1879

:Ro

yalA

rcad

e,Lo

nd

on

•

1878

:Th

orn

ton

'sA

rcad

e,Le

eds

•

1874

:Gal

leri

aSu

bal

pin

a,Tu

rin

•

1880

:Gal

leri

aM

anzi

ni,

Gen

oa

•

1865

–77

Gal

leri

aV

itto

rio

Eman

uel

eII,

Mila

n•

1882

:Pas

sag

ed

uN

ord

,Bru

ssel

s•

1883

–85:

Pass

age,

The

Hag

ue

•

1887

:Kai

ser

Pass

age,

Kar

lsru

he

•18

88:Q

uee

n's

Arc

ade,

Leed

s•

Cle

vela

nd

Arc

ade,

Cle

vela

nd

••

1888

–93:

GU

M,M

osc

ow

1897

:Co

un

tyA

rcad

e,Le

eds

•

1899

:Cit

yA

rcad

es,B

irm

ing

ham

•

1890

:Ale

xan

dra

Arc

ade,

Swan

sea

•G

alle

ria

Naz

ion

ale,

Turi

n•

1900

:Kai

ser

Wilh

elm

Pass

age,

Fran

kfu

rtam

Mai

n•

1901

:Geo

rgs

Pass

age,

Han

no

ver

•

1904

:Cen

tral

Arc

ade,

Wo

lver

ham

pto

n•

1907

:Fri

edri

chst

rass

enp

assa

ge,

Ber

lin•

1909

–11:

Pari

ser

Ho

f,B

ud

apes

t•

1912

:Pic

cad

illy

Arc

ade,

Lon

do

n•

1914

:Mäd

ler

Pass

age,

Leip

zig

•

1916

:Pea

chtr

eeA

rcad

e,A

tlan

ta•

1925

:Gal

leri

aPi

azza

Co

lon

na,

Ro

me

•

•1930:Fi

rst

sup

erm

ark

et:

Kin

gK

ull

en

,N

.Y.

•19

30:S

elf-

serv

ice

intr

od

uce

d,L

os

An

gel

es

•19

60:4

0%o

fA

mer

ican

ssh

op

in10

,000

sup

erm

arke

ts

•19

95:W

al-M

art:

$93.

6b

illio

nin

sale

sLa

rges

tre

taile

rin

the

wo

rld

•19

92–9

4:55

%o

fn

ewU

.S.r

etai

l=b

igb

ox

•1962:Fi

rst

Wal-

Mart

•19

70:W

al-M

art:

$31

mill

ion

insa

les

•19

80:W

al-M

art:

$1b

illio

nin

sale

s

•19

90:W

al-M

art:

$25.

8b

illio

nin

sale

s

•20

00:W

al-M

art:

$165

bill

ion

insa

les

•19

94:8

0%o

fn

ewU

.S.r

etai

l=ca

teg

ory

kille

rs

•19

79:H

om

eD

epo

t,A

tlan

ta

•19

76:P

rice

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b,S

anD

ieg

o

•19

57:O

rig

inal

Toys

"R"U

s,W

ash

ing

ton

,D.C

.

•18

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irst

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olw

ort

h's

,Lan

cast

er,P

a.•

1879

:Sec

on

dW

oo

lwo

rth

's,U

tica

,N.Y

.

•18

90:1

2W

oo

lwo

rth

'ssh

op

s

•18

99:5

4W

oo

lwo

rth

'ssh

op

s

•19

09:2

38W

oo

lwo

rth

'ssh

op

s

•19

19:1

,081

Wo

olw

ort

h's

sho

ps

•19

29:7

66W

oo

lwo

rth

'ssh

op

sin

Bri

tain

alo

ne

•19

41:8

2W

oo

lwo

rth

'ssh

op

sin

Ger

man

yal

on

e

•19

69:F

irst

GA

P,Sa

nFr

anci

sco

•19

12–1

3:W

oo

lwo

rth

'sB

uild

ing

,New

Yo

rk

•1859:Fi

rst

mo

dern

chain

sto

re:

Gre

at

Atl

an

tic

&Paci

fic

Tea

Co

.,N

ew

Yo

rk

•18

24:I

ntr

od

uct

ion

of

fixe

dp

rice

s

•18

40s:

Ch

arle

sH

enry

Har

rod

take

so

ver

asm

allg

roce

rysh

op

•1852:Fi

rst

dep

art

men

tst

ore

:A

uB

on

Marc

hé,Pari

s

•18

96:W

anam

aker

’s,N

ewY

ork

•18

96:S

ieg

el-C

oo

per

,New

Yo

rk

•19

01:A

l’In

no

vati

on

dep

artm

ent

sto

re,B

russ

els

(Vic

tor

Ho

rta)

•18

83:E

mile

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,Au

Bo

nh

eur

des

Dam

es•

1884

:Mar

ks&

Spen

cer‘

s,Lo

nd

on

•18

99–1

904:

Car

son

,Pir

ie,S

cott

,Ch

icag

o(S

ulli

van

)

•18

58:M

acy'

s,N

ewY

ork

•18

72:B

loo

min

gd

ale‘

s,N

ewY

ork

•19

05:H

arro

d‘s

mo

ves

into

pre

sen

t-d

aylo

cati

on

(Ste

ven

s&

Hu

nt)

•19

07:N

eim

anM

arcu

s,D

alla

s•

1908

:Sel

frid

ge’

s,Lo

nd

on

(Dan

ielB

urn

ham

)•

1908

–12:

Wh

itel

ey's

bu

ildin

g,L

on

do

n(B

elch

er&

Joas

s)

•19

11:G

old

man

&Sa

lats

ch,V

ien

na

(Ad

olf

Loo

s)

•19

25:S

ears

,Ro

ebu

ck,C

hic

ago

•19

27:H

anky

uTe

rmin

alD

epat

o,T

oky

o•

1928

:Ad

amD

epar

tmen

tSt

ore

Pro

ject

,Ber

lin(M

ies

van

der

Ro

he)

•19

28:S

cho

cken

Dep

artm

ent

Sto

re,S

tutt

gar

t(E

rich

Men

del

soh

n)

•19

57:D

eB

ijen

korf

,Ro

tter

dam

(Mar

celB

reu

er)

•19

15:M

itsu

kosh

iDep

ato

,To

kyo

•19

30:D

epar

tmen

tst

ore

sb

ran

cho

ut

tosu

bu

rbs

•19

91To

talU

.S.d

epar

tmen

tst

ore

sale

s:$1

77.8

8b

illio

n•

1992

Sieg

el-C

oo

per

,New

Yo

rk,t

urn

edin

tove

rtic

alp

ow

erce

nte

r

•19

02:M

acy’

s,M

arsh

allF

ield

‘s,a

nd

JCPe

nn

ey‘s

"Bef

ore

Wo

rld

War

Ith

ear

cad

ed

ied

anal

mo

sto

ffic

iald

eath

;no

bu

ildin

gau

tho

rity

wo

uld

per

mit

itin

its

nin

etee

nth

-cen

tury

form

...n

ore

ales

tate

auth

ori

tyco

uld

per

mit

such

anex

plo

itat

ion

of

lan

d."

—Jo

han

nFr

ied

rich

Gei

st,A

rcad

es.

"Am

eric

anre

taili

ng

ish

ead

ing

for

a'd

ie-o

ut'

of

Dar

win

iam

pro

po

rtio

ns

...W

al-M

art

CEO

Dav

idG

lass

and

Stan

ley

Mar

cus

are

pre

dic

tin

gth

at50

–75%

of

pre

sen

tre

tail

will

be

exti

nct

wit

hin

ad

ecad

e."

—D

ale

M.L

ewis

on

,Ret

ailin

g.

� “Mall”

� “Captive”


� “Depato”








� “e-urope”









� “Mobility”




37

Har

vard

Des

ign

Scho

olG

uide

toSh

oppi

ng3

6

warehouse clubs

discounters

t store

shopping mall

entertainment sh

churches

category killerWal-Martoutlets


franchise


1

1,52

8

1,72

2

1,53

1

276

32

3,15

7

2,76

1

2,64

5

4,07

4

4,19

0

4,25

1

5,79

2

7,74

2 8,80

7

9,98

1

10,0

41 11,0

01

13,0

00

22,0

00 25,5

00

30,6

41

32,5

63

34,6

83

36,5

15

37,9

75

38,9

66

39,5

43

40,2

81

41,1

51

42,0

48

7,10

0

2,90

0

"afe

wh

un

dre

d"

tota

l Wal

Mar

ts


res, US

total malls, U.S.

45,7

00

calators worldwide

3700

2700

160,

000

•19

97:N

iket

ow

n,N

e•

1996

:Do

nn

aK

aran

•19

95:1

2,95

2re

tail

•19

91:U

.S.m

ail-

or

Tota

lre

tail

sale

s:

•19

20s:

Firs

to

utl

etst

ore

s,N

ewEn

gla

nd

•19

95:4

.97

bill

ion

sq.f

t.to

tall

easa

ble

reta

ilar

ea

•19

97–:

As

man

yas

on

ein

five

mal

lsw

illcl

ose

•1922:Fi

rst

un

ifie

dsh

op

pin

gm

all

:C

ou

ntr

yC

lub

Pla

za,K

an

sas

Cit

y

•19

50:F

irst

op

en-a

irm

all:

No

rth

gat

e,Se

attl

e•

1951

:Fir

std

um

bel

lpla

n:F

ram

ing

ham

,Mas

s.•

1951

–53:

Lijn

baa

n,R

ott

erd

am(v

and

enB

roek

&B

akem

a)

•19

54:V

icto

rG

ruen

'sfi

rst

mal

l:N

ort

hla

nd

,Det

roit

•19

64:Y

ork

dal

eSh

op

pin

gPl

aza,

Toro

nto

:72

acre

s;p

arki

ng

for

6,73

6ca

rs

•19

68:D

om

inio

nC

ente

r,To

ron

to(M

ies

van

der

Ro

he)

•19

71:T

he

Gal

leri

a,H

ou

sto

n

•19

92:M

allo

fA

mer

ica

•1956:Fi

rst

en

clo

sed

mall

:So

uth

dale

,M

inn

eap

oli

s(V

icto

rG

ruen

)

•19

81:L

arg

est

mal

l:W

est

Edm

on

ton

llen

,N

.Y.

gel

es

•19

95:W

al-M

art:

$93.

6b

illio

nin

sale

sLa

rges

tre

taile

rin

the

wo

rld

•19

92–9

4:55

%o

fn

ewU

.S.r

etai

l=b

igb

ox

•1962:Fi

rst

Wal-

Mart

•19

70:W

al-M

art:

$31

mill

ion

insa

les

•19

80:W

al-M

art:

$1b

illio

nin

sale

s

•19

90:W

al-M

art:

$25.

8b

illio

nin

sale

s

•20

00:W

al-M

art:

•19

94:8

0%o

fn

ewU

.S.r

etai

l=ca

teg

ory

kille

rs

•19

79:H

om

eD

epo

t,A

tlan

ta

•19

76:P

rice

Clu

b,S

anD

ieg

o

•19

57:O

rig

inal

Toys

"R"U

s,W

ash

ing

ton

,D.C

.

•19

09:2

38W

oo

lwo

rth

'ssh

op

s

•19

19:1

,081

Wo

olw

ort

h's

sho

ps

•19

29:7

66W

oo

lwo

rth

'ssh

op

sin

Bri

tain

alo

ne

•19

41:8

2W

oo

lwo

rth

'ssh

op

sin

Ger

man

yal

on

e

•19

69:F

irst

GA

P,Sa

nFr

anci

sco

•19

12–1

3:W

oo

lwo

rth

'sB

uild

ing

,New

Yo

rk

•19

05:H

arro

d‘s

mo

ves

into

pre

sen

t-d

aylo

cati

on

(Ste

ven

s&

Hu

nt)

•19

07:N

eim

anM

arcu

s,D

alla

s•

1908

:Sel

frid

ge’

s,Lo

nd

on

(Dan

ielB

urn

ham

)•

1908

–12:

Wh

itel

ey's

bu

ildin

g,L

on

do

n(B

elch

er&

Joas

s)

•19

11:G

old

man

&Sa

lats

ch,V

ien

na

(Ad

olf

Loo

s)

•19

25:S

ears

,Ro

ebu

ck,C

hic

ago

•19

27:H

anky

uTe

rmin

alD

epat

o,T

oky

o•

1928

:Ad

amD

epar

tmen

tSt

ore

Pro

ject

,Ber

lin(M

ies

van

der

Ro

he)

•19

28:S

cho

cken

Dep

artm

ent

Sto

re,S

tutt

gar

t(E

rich

Men

del

soh

n)

•19

57:D

eB

ijen

korf

,Ro

tter

dam

(Mar

celB

reu

er)

•19

15:M

itsu

kosh

iDep

ato

,To

kyo

•19

30:D

epar

tmen

tst

ore

sb

ran

cho

ut

tosu

bu

rbs

•19

91To

talU

.S.d

epar

tmen

tst

ore

sale

s:$1

77.8

8b

illio

n•

1992

Sieg

el-C

oo

per

,New

Yo

rk,t

urn

edin

tove

rtic

alp

ow

erce

nte

r

•19

02:M

acy’

s,M

arsh

allF

ield

‘s,a

nd

JCPe

nn

ey‘s

"Bef

ore

Wo

rld

War

Ith

ear

cad

ed

ied

anal

mo

sto

ffic

iald

eath

;no

bu

ildin

gau

tho

rity

wo

uld

per

mit

itin

its

nin

etee

nth

-cen

tury

form

...n

ore

ales

tate

auth

ori

tyco

uld

per

mit

such

anex

plo

itat

ion

of

lan

d."

—Jo

han

nFr

ied

rich

Gei

st,A

rcad

es.

� “Mall”

�

� “Div

� “Depato”


� “

� “

� “

� “

� “


Architecture”


Evo

luti

on

of

reta

ilty

pes

(det

ail)

Har

vard

Des

ign

Scho

olG

uide

toSh

oppi

ng3

8

airportshoppingsupermarket

superstore

convenience store


t store

shopping mall


churches


virtual shopping

duty-free

pedestrian mall


shopping resorts

magasin de nouveautés



1816-1840


1,52

8

1,72

2

1,53

1

276

32

500

19,0

00

21,5

38

24,5

16

26,8

70

30,4

70

30,2

00

32,2

00

33,9

04

35,7

50

36,5

76

37,4

00

66,0

00

76,0

00

80,0

00

82,5

00

83,0

00

84,5

00

84,5

00

84,4

00

3,15

7

2,76

1

2,64

5

4,07

4

4,19

0

4,25

1

5,79

2

7,74

2 8,80

7

9,98

1

10,0

41 11,0

01

13,0

00

22,0

00 25,5

00

30,6

41

32,5

63

34,6

83

36,5

15

37,9

75

38,9

66

39,5

43

40,2

81

41,1

51

42,0

48

7,10

0

2,90

0

"a f

ew h

un

dre

d"

1,54

3,15

8 1,77

0,35

5

1,77

1,31

7

1,72

1,65

0

1,78

8,32

5

1,70

7,93

1

1,19

1,54

6

1,26

4,92

2

1,85

5,06

8

1,92

3,22

8

1,50

3,59

3

1,52

6,21

5


tota

l Wal

Mar

ts

total department st

ores, US

total malls, U.S.


45,7

00


3700

2700

160,

000

museums

stock exchange• M

idd

le A

ges

: Mar

ketp

lace

as

civi

c ce

nte

r

• 16

57: B

ost

on

To

wn

Hal

l an

d M

arke

tpla

ce

• 11

00–1

300:

Ris

e o

f tr

ade

cau

ses

sig

nif

ican

t g

row

th o

f sh

op

s

• Ea

rly

17th

cen

tury

: Gro

wth

of

mar

kets

in E

uro

pe

• 15

14: H

ou

se o

f R

aph

ael,

Ro

me,

Bra

man

te

• La

te 1

6th

cen

tury

: Fab

ric

baz

aar,

Isfa

han

• 16

08: A

mst

erd

am E

xch

ang

e

• 17

62: F

oir

e St

. Ger

mai

n, P

aris

(es

tab

lish

ed 1

462)

• 18

27: D

esig

n f

or

a K

aufh

aus

(Kar

l Fri

edri

ch S

chin

kel)

• 14

35–4

4: L

eon

e B

atti

sta

Alb

erti

wri

tes

Del

la F

amig

lia, f

rom

wh

ich

the

cap

ital

ist

max

im "

tim

e is

mo

ney

" w

ou

ld la

ter

be

der

ived

.

• Lo

ck-u

p s

talls

• 17

th c

entu

ry: E

xplo

sio

n o

f sh

op

s d

ue

to r

ise

in c

red

it

• 16

06: N

ew E

xch

ang

e, L

on

do

n

• 16

67–7

1: S

eco

nd

Ro

yal E

xch

ang

e, L

on

do

n

•172

0: A

nto

ine

Wat

teau

, L'E

nse

ign

e d

e G

ersa

int

• 1566–6

8: R

oyal

Exch

an

ge, Lo

nd

on

• c.

110

: Tra

jan

's M

arke

t

• c.

150

0 B

.C.E

.: M

arke

t at

Th

ebes

• 70

00 B

.C.E

.: C

ity

of

Çat

alh

öyü

k fo

un

ded

fo

r th

e tr

ade

of

com

mo

dit

ies

• c.

400

B.C

.E.:

The

Gre

ek a

go

ra c

on

flat

es p

ub

lic f

oru

m a

nd

mar

ketp

lace

• Seven

th c

en

tury

B.C

.E.:

Lyd

ian

s in

ven

t re

tail

sh

op

s

• 18

th c

entu

ry: R

ise

of

bo

urg

eois

ie

• 19

97: N

iket

ow

n, N

ew Y

ork

• 19

96: D

on

na

Kar

an, L

on

do

n•

1995

: 12,

952

reta

il fa

ilure

s in

U.S

.

• 18

51: C

ryst

al P

alac

e, L

on

do

n (

Jose

ph

Pax

ton

)

• 18

58: M

e ssr

s O

sler

's s

ho

p, L

on

do

n

• 19

91: U

.S. m

ail-

ord

er s

ales

: $91

.50

bill

ion

To

tal

reta

il sa

les:

$1,

843.

52 b

illio

n

• 19

20s:

Fir

st o

utl

et s

tore

s, N

ew E

ng

lan

d

• 17

93: F

irst

mag

asin

de

no

uve

auté

, Par

is

• 18

53: H

alle

s C

entr

ales

, Par

is

1996

–: G

ran

d C

entr

al S

tati

on

un

der

go

es $

175

mill

ion

ren

ova

tio

n •

1988

: Was

hin

gto

n's

Un

ion

Sta

tio

n r

emo

del

ed •

1997

: Avg

. sal

es: $

1,00

0–1,

200

/ sq

. ft.

(vs

. $20

0–30

0 fo

r m

alls

) •

1996

: Hea

thro

w T

erm

inal

2 r

efu

rbis

hed

•

1995

: Wo

rld

wid

e d

uty

-fre

e sa

les:

$20

.5 b

illio

n •

1995

: Avg

. sal

es: $

970

/ sq

. ft.

•19

95: B

AA

cla

ssif

ied

as

reta

il st

ock

•

1999

: Ab

olis

hm

ent

of

intr

a-E.

U. d

uty

-fre

e •

1992

: BA

A o

pen

s m

all a

t Pi

ttsb

urg

Air

po

rt •

Earl

y 19

90s:

Hea

thro

w k

no

wn

as

"Th

iefr

ow

" •

1977

: Pri

vati

zati

on

of

Bri

tish

A

irp

ort

s A

uth

ori

ty (

BA

A)

•

1965

: Bri

tish

Air

po

rts

A

uth

ori

ty e

stab

lish

ed •

1957: Fi

rst

du

ty-f

ree s

ho

p,

Sh

an

no

n a

irp

ort

, Ir

ela

nd

•

• 19

95: 4

.97

bill

ion

sq

. ft.

to

tal l

easa

ble

ret

ail a

rea

• 19

97–:

As

man

y as

on

e in

fiv

e m

alls

will

clo

se

• 1922: Fi

rst

un

ifie

d s

ho

pp

ing

mall

: C

ou

ntr

y C

lub

Pla

za, K

an

sas

Cit

y

• 19

50: F

irst

op

en-a

ir m

all:

No

rth

gat

e, S

eatt

le•

1951

: Fir

st d

um

bel

l pla

n: F

ram

ing

ham

, Mas

s.•

1951

–53:

Lijn

baa

n, R

ott

erd

am (

van

den

Bro

ek &

Bak

ema)

• 19

54: V

icto

r G

ruen

's f

irst

mal

l: N

ort

hla

nd

, Det

roit

• 19

64: Y

ork

dal

e Sh

op

pin

g P

laza

, To

ron

to: 7

2 ac

res;

par

kin

g f

or

6,73

6 ca

rs

• 19

68: D

om

inio

n C

ente

r, T

oro

nto

(M

ies

van

der

Ro

he)

• 19

71: T

he

Gal

leri

a, H

ou

sto

n

• 19

92: M

all o

f A

mer

ica

• 1956: Fi

rst

en

clo

sed

mall

: So

uth

dale

, M

inn

eap

oli

s (V

icto

r G

ruen

)

• 19

81: L

arg

est

mal

l: W

est

Edm

on

ton

1822

: Arc

ades

infl

uen

ce p

riso

n r

efo

rm •

1791

: Pas

sag

e Fe

ydea

u, P

aris

•

1799

: Pas

sag

e d

u C

aire

, Par

is •

1800

: Pas

sag

e d

es P

ano

ram

as, P

aris

•

1808

: Pas

sag

e D

elo

rme,

Par

is •

1811

: Pas

sag

e M

on

tesq

uie

u, P

aris

•

1816

–18:

Ro

yal O

per

a A

rcad

e, L

on

do

n •

1818

–19:

Bu

rlin

gto

n A

rcad

e, L

on

do

n •

1820

: Pas

sag

e d

e la

Mo

nn

aie,

Bru

ssel

s •

1828

: Gal

erie

d'O

rléa

ns,

Par

is •

1826

: Ph

ilad

elp

hia

Arc

ade,

Ph

il. •

1840

–43:

Pas

sag

e Po

mm

eray

e, N

ante

s •

1831

: Ro

yal A

rcad

e, N

ewca

stle

• 1

831:

Gal

erie

de

Cri

sto

fori

s, M

ilan

• 1

831:

Gal

erie

Bo

rdel

aise

, Bo

rdea

ux

•

1829

: Lo

wth

er A

rcad

e, L

on

do

n •

1827

: Wey

bo

sset

Arc

ade,

Pro

vid

ence

•

1823

: Pas

sag

e d

e l'O

pér

a, P

aris

•18

25: P

assa

ge

Ch

ois

eul,

Pari

s •

1837

–39:

Pas

sag

e Le

mo

nn

ier,

Liè

ge

•

1842

–43:

Exe

ter

Arc

ade,

Lo

nd

on

• S

illem

's B

azar

, Ham

bu

rg •

1845

: Pas

sag

e Jo

uff

roy,

Par

is •

1846

–47:

Gal

erie

s St

. Hu

ber

t, B

russ

els

•

1853

: Qu

een

's A

rcad

e, M

elb

ou

rne

•

1855

: Uto

pia

n a

rcad

e p

roje

cts,

Lo

nd

on

: C

ryst

al W

ay a

nd

Gre

at V

icto

rian

Way

•

1863

: Kö

nig

in A

ug

ust

a H

alle

, Co

log

ne

•

1869

: Ro

yal A

rcad

e, M

elb

ou

rne

•

1871

: Bar

ton

Arc

ade,

Man

ches

ter

•

1873

: Lan

cast

er A

ven

ue,

Man

ches

ter

•

1875

: Gre

at W

este

rn A

rcad

e, B

irm

ing

ham

•

1879

: Ro

yal A

rcad

e, L

on

do

n •

1878

: Th

orn

ton

's A

rcad

e, L

eed

s •

1874

: Gal

leri

a Su

bal

pin

a, T

uri

n •

1880

: Gal

leri

a M

anzi

ni,

Gen

oa

•

1865

–77

Gal

leri

a V

itto

rio

Em

anu

ele

II, M

ilan

•

1882

: Pas

sag

e d

u N

ord

, Bru

ssel

s •

1883

–85:

Pas

sag

e, T

he

Hag

ue

•

1887

: Kai

ser

Pass

age,

Kar

lsru

he

•18

88: Q

uee

n's

Arc

ade,

Lee

ds

• C

leve

lan

d A

rcad

e, C

leve

lan

d •

• 18

88–9

3: G

UM

, Mo

sco

w

1897

: Co

un

ty A

rcad

e, L

eed

s •

1899

: Cit

y A

rcad

es, B

irm

ing

ham

•

1890

: Ale

xan

dra

Arc

ade,

Sw

anse

a •

Gal

leri

a N

azio

nal

e, T

uri

n •

1900

: Kai

ser

Wilh

elm

Pas

sag

e, F

ran

kfu

rt a

m M

ain

•19

01: G

eorg

s Pa

ssag

e, H

ann

ove

r •

1904

: Cen

tral

Arc

ade,

Wo

lver

ham

pto

n •

1907

: Fri

edri

chst

rass

enp

assa

ge,

Ber

lin •

1909

–11:

Par

iser

Ho

f, B

ud

apes

t •

1912

: Pic

cad

illy

Arc

ade,

Lo

nd

on

•

1914

: Mäd

ler

Pass

age,

Lei

pzi

g •

1916

: Pea

chtr

ee A

rcad

e, A

tlan

ta •

1925

: Gal

leri

a Pi

azza

Co

lon

na,

Ro

me

•

1786: Fi

rst

arc

ad

e:

Gale

ries

de B

ois

, Pari

s •

• 1930: Fi

rst

sup

erm

ark

et:

Kin

g K

ull

en

, N

.Y.

• 19

30: S

elf-

serv

ice

intr

od

uce

d, L

os

An

gel

es

• 19

60: 4

0% o

f

Am

eric

ans

sh

op

in 1

0,00

0

sup

erm

arke

ts

• 19

95: W

al-M

art:

$93

.6 b

illio

n in

sal

es

Larg

est

reta

iler

in t

he

wo

rld

• 19

92–9

4: 5

5% o

f n

ew U

.S. r

etai

l = b

ig b

ox

• 1962: Fi

rst

Wal-

Mart

• 19

70: W

al-M

art:

$31

mill

ion

in s

ales

• 19

80: W

al-M

art:

$1

bill

ion

in s

ales

• 19

90: W

al-M

art:

$25

.8 b

illio

n in

sal

es

• 20

00: W

al-M

art:

$165

bill

ion

in s

ales

• 19

94: 8

0% o

f n

ew U

.S. r

etai

l = c

ateg

ory

kill

ers

• 19

79: H

om

e D

epo

t, A

tlan

ta

• 19

76: P

rice

Clu

b, S

an D

ieg

o

• 19

57: O

rig

inal

To

ys"R

"Us,

Was

hin

gto

n, D

.C.

• Se

vera

l cen

turi

es B

.C.E

.: C

hai

ns

of

reta

il st

ore

s ar

e kn

ow

n t

o h

ave

op

erat

ed in

Ch

ina

• 18

79: F

irst

Wo

olw

ort

h's

, Lan

cast

er, P

a.•

1879

: Sec

on

d W

oo

lwo

rth

's, U

tica

, N.Y

.

• 18

90: 1

2 W

oo

lwo

rth

's s

ho

ps

• 18

99: 5

4 W

oo

lwo

rth

's s

ho

ps

• 19

09: 2

38 W

oo

lwo

rth

's s

ho

ps

• 19

19: 1

,081

Wo

olw

ort

h's

sh

op

s

• 19

29: 7

66 W

oo

lwo

rth

's s

ho

ps

in B

rita

in a

lon

e

• 19

41: 8

2 W

oo

lwo

rth

's s

ho

ps

in G

erm

any

alo

ne

• 19

69: F

irst

GA

P, S

an F

ran

cisc

o

• 19

12–1

3: W

oo

lwo

rth

's B

uild

ing

, New

Yo

rk

• 1859: Fi

rst

mo

dern

ch

ain

sto

re:

G

reat

Atl

an

tic

& P

aci

fic

Tea C

o.,

N

ew

Yo

rk

• 18

24: I

ntr

od

uct

ion

of

fixe

d p

rice

s

• 18

40s:

Ch

arle

s H

enry

Har

rod

tak

es o

ver

a

smal

l gro

cery

sh

op

• 1852: Fi

rst

dep

art

men

t st

ore

: A

u B

on

Marc

hé, Pari

s

• 18

96: W

ana m

aker

’s, N

ew Y

ork

• 18

96: S

ieg

el-C

oo

per

, New

Yo

rk

• 19

01: A

l’In

no

vati

on

dep

artm

ent

sto

re, B

russ

els

(Vic

tor

Ho

rta)

• 18

83: E

mile

Zo

la, A

u B

on

heu

r d

es D

ames

• 18

84: M

arks

& S

pen

cer‘

s, L

on

do

n

• 18

99–1

904:

Car

son

, Pir

ie, S

cott

, Ch

icag

o (

Sulli

van

)

• 18

58: M

acy'

s, N

ew Y

ork

• 18

72: B

loo

min

gd

ale‘

s, N

ew Y

ork

• 19

05: H

arro

d‘s

mo

ves

into

pre

sen

t-d

ay lo

cati

on

(St

even

s &

Hu

nt)

• 19

07: N

eim

an M

arcu

s, D

alla

s•

1908

: Sel

frid

ge’

s, L

on

do

n (

Dan

iel B

urn

ham

)•

1908

–12:

Wh

itel

ey's

bu

ildin

g, L

on

do

n (

Bel

cher

& J

oas

s)

• 19

11: G

old

man

& S

alat

sch

, Vie

nn

a (A

do

lf L

oo

s)

• 19

25: S

ears

, Ro

ebu

ck, C

hic

ago

• 19

27: H

anky

u T

erm

inal

Dep

ato

, To

kyo

• 19

28: A

dam

Dep

artm

ent

Sto

re P

roje

ct, B

erlin

(M

ies

van

der

Ro

he)

• 19

28: S

cho

cken

Dep

artm

ent

Sto

re, S

tutt

gar

t (E

rich

Men

del

soh

n)

• 19

57: D

e B

ijen

korf

, Ro

tter

dam

(M

arce

l Bre

uer

)

• 19

15: M

itsu

kosh

i Dep

ato

, To

kyo

• 19

30: D

epar

tmen

t st

ore

s b

ran

ch o

ut

to s

ub

urb

s

• 19

91 T

ota

l U.S

. dep

artm

ent

sto

re s

ales

: $17

7.88

bill

ion

• 19

92 S

ieg

el-C

oo

per

, New

Yo

rk, t

urn

ed in

to v

erti

cal p

ow

er c

ente

r

• 19

02: M

acy’

s, M

arsh

all F

ield

‘s, a

nd

JC

Pen

ney

‘s

"Bef

ore

Wo

rld

War

I th

e ar

cad

e d

ied

an

alm

ost

o

ffic

ial d

eath

; no

bu

ildin

g a

uth

ori

ty w

ou

ld

per

mit

it in

its

nin

etee

nth

-cen

tury

fo

rm .

. . n

o

real

est

ate

auth

ori

ty c

ou

ld p

erm

it s

uch

an

ex

plo

itat

ion

of

lan

d."

—

Joh

ann

Fri

edri

ch G

eist

, Arc

ades

.

"Am

eric

an r

etai

ling

is h

ead

ing

fo

r a

'die

-ou

t' o

f D

arw

inia

m p

rop

ort

ion

s . .

. W

al-M

art

CEO

Dav

id

Gla

ss a

nd

Sta

nle

y M

arcu

s ar

e p

red

icti

ng

th

at 5

0 –7

5% o

f p

rese

nt

reta

il w

ill b

e ex

tin

ct w

ith

in a

d

ecad

e."

—D

ale

M. L

ewis

on

, Ret

ailin

g.

� “Mall”

� “Captive”


� “Depato”








� “e-urope”









� “Mobility”




Evo

luti

on

of

reta

il ty

pes

(d

etai

l)

Har

vard

Des

ign

Scho

olG

uide

toSh

oppi

ng3

8

airportshoppingsupermarket

superstore

convenience store


t store

shopping mall


churches


virtual shopping

duty-free

pedestrian mall


shopping resorts




1816-1840


1,52

8

1,72

2

1,53

1

276

32

500

19,0

00

21,5

38

24,5

16

26,8

70

30,4

70

30,2

00

32,2

00

33,9

04

35,7

50

36,5

76

37,4

00

66,0

00

76,0

00

80,0

00

82,5

00

83,0

00

84,5

00

84,5

00

84,4

00

3,15

7

2,76

1

2,64

5

4,07

4

4,19

0

4,25

1

5,79

2

7,74

2 8,80

7

9,98

1

10,0

41 11,0

01

13,0

00

22,0

00 25,5

00

30,6

41

32,5

63

34,6

83

36,5

15

37,9

75

38,9

66

39,5

43

40,2

81

41,1

51

42,0

48

7,10

0

2,90

0

"a f

ew h

un

dre

d"

1,54

3,15

8 1,77

0,35

5

1,77

1,31

7

1,72

1,65

0

1,78

8,32

5

1,70

7,93

1

1,19

1,54

6

1,26

4,92

2

1,85

5,06

8

1,92

3,22

8

1,50

3,59

3

1,52

6,21

5


tota

l Wal

Mar

ts

total department st

ores, US

total malls, U.S.


45,7

00


3700

2700

160,

000

museums

stock exchange• M

idd

le A

ges

: Mar

ketp

lace

as

civi

c ce

nte

r

• 16

57: B

ost

on

To

wn

Hal

l an

d M

arke

tpla

ce

• 11

00–1

300:

Ris

e o

f tr

ade

cau

ses

sig

nif

ican

t g

row

th o

f sh

op

s

• Ea

rly

17th

cen

tury

: Gro

wth

of

mar

kets

in E

uro

pe

• 15

14: H

ou

se o

f R

aph

ael,

Ro

me,

Bra

man

te

• La

te 1

6th

cen

tury

: Fab

ric

baz

aar,

Isfa

han

• 16

08: A

mst

erd

am E

xch

ang

e

• 17

62: F

oir

e St

. Ger

mai

n, P

aris

(es

tab

lish

ed 1

462)

• 18

27: D

esig

n f

or

a K

aufh

aus

(Kar

l Fri

edri

ch S

chin

kel)

• 14

35–4

4: L

eon

e B

atti

sta

Alb

erti

wri

tes

Del

la F

amig

lia, f

rom

wh

ich

the

cap

ital

ist

max

im "

tim

e is

mo

ney

" w

ou

ld la

ter

be

der

ived

.

• Lo

ck-u

p s

talls

• 17

th c

entu

ry: E

xplo

sio

n o

f sh

op

s d

ue

to r

ise

in c

red

it

• 16

06: N

ew E

xch

ang

e, L

on

do

n

• 16

67–7

1: S

eco

nd

Ro

yal E

xch

ang

e, L

on

do

n

•172

0: A

nto

ine

Wat

teau

, L'E

nse

ign

e d

e G

ersa

int

• 1566–6

8: R

oyal

Exch

an

ge, Lo

nd

on

• c.

110

: Tra

jan

's M

arke

t

• c.

150

0 B

.C.E

.: M

arke

t at

Th

ebes

• 70

00 B

.C.E

.: C

ity

of

Çat

alh

öyü

k fo

un

ded

fo

r th

e tr

ade

of

com

mo

dit

ies

• c.

400

B.C

.E.:

The

Gre

ek a

go

ra c

on

flat

es p

ub

lic f

oru

m a

nd

mar

ketp

lace

• Seven

th c

en

tury

B.C

.E.:

Lyd

ian

s in

ven

t re

tail

sh

op

s

• 18

th c

entu

ry: R

ise

of

bo

urg

eois

ie

• 19

97: N

iket

ow

n, N

ew Y

ork

• 19

96: D

on

na

Kar

an, L

on

do

n•

1995

: 12,

952

reta

il fa

ilure

s in

U.S

.

• 18

51: C

ryst

al P

alac

e, L

on

do

n (

Jose

ph

Pax

ton

)

• 18

58: M

e ssr

s O

sler

's s

ho

p, L

on

do

n

• 19

91: U

.S. m

ail-

ord

er s

ales

: $91

.50

bill

ion

To

tal

reta

il sa

les:

$1,

843.

52 b

illio

n

• 19

20s:

Fir

st o

utl

et s

tore

s, N

ew E

ng

lan

d

• 17

93: F

irst

mag

asin

de

no

uve

auté

, Par

is

• 18

53: H

alle

s C

entr

ales

, Par

is

1996

–: G

ran

d C

entr

al S

tati

on

un

der

go

es $

175

mill

ion

ren

ova

tio

n •

1988

: Was

hin

gto

n's

Un

ion

Sta

tio

n r

emo

del

ed •

1997

: Avg

. sal

es: $

1,00

0–1,

200

/ sq

. ft.

(vs

. $20

0–30

0 fo

r m

alls

) •

1996

: Hea

thro

w T

erm

inal

2 r

efu

rbis

hed

•

1995

: Wo

rld

wid

e d

uty

-fre

e sa

les:

$20

.5 b

illio

n •

1995

: Avg

. sal

es: $

970

/ sq

. ft.

•19

95: B

AA

cla

ssif

ied

as

reta

il st

ock

•

1999

: Ab

olis

hm

ent

of

intr

a-E.

U. d

uty

-fre

e •

1992

: BA

A o

pen

s m

all a

t Pi

ttsb

urg

Air

po

rt •

Earl

y 19

90s:

Hea

thro

w k

no

wn

as

"Th

iefr

ow

" •

1977

: Pri

vati

zati

on

of

Bri

tish

A

irp

ort

s A

uth

ori

ty (

BA

A)

•

1965

: Bri

tish

Air

po

rts

A

uth

ori

ty e

stab

lish

ed •

1957: Fi

rst

du

ty-f

ree s

ho

p,

Sh

an

no

n a

irp

ort

, Ir

ela

nd

•

• 19

95: 4

.97

bill

ion

sq

. ft.

to

tal l

easa

ble

ret

ail a

rea

• 19

97–:

As

man

y as

on

e in

fiv

e m

alls

will

clo

se

• 1922: Fi

rst

un

ifie

d s

ho

pp

ing

mall

: C

ou

ntr

y C

lub

Pla

za, K

an

sas

Cit

y

• 19

50: F

irst

op

en-a

ir m

all:

No

rth

gat

e, S

eatt

le•

1951

: Fir

st d

um

bel

l pla

n: F

ram

ing

ham

, Mas

s.•

1951

–53:

Lijn

baa

n, R

ott

erd

am (

van

den

Bro

ek &

Bak

ema)

• 19

54: V

icto

r G

ruen

's f

irst

mal

l: N

ort

hla

nd

, Det

roit

• 19

64: Y

ork

dal

e Sh

op

pin

g P

laza

, To

ron

to: 7

2 ac

res;

par

kin

g f

or

6,73

6 ca

rs

• 19

68: D

om

inio

n C

ente

r, T

oro

nto

(M

ies

van

der

Ro

he)

• 19

71: T

he

Gal

leri

a, H

ou

sto

n

• 19

92: M

all o

f A

mer

ica

• 1956: Fi

rst

en

clo

sed

mall

: So

uth

dale

, M

inn

eap

oli

s (V

icto

r G

ruen

)

• 19

81: L

arg

est

mal

l: W

est

Edm

on

ton

1822

: Arc

ades

infl

uen

ce p

riso

n r

efo

rm •

1791

: Pas

sag

e Fe

ydea

u, P

aris

•

1799

: Pas

sag

e d

u C

aire

, Par

is •

1800

: Pas

sag

e d

es P

ano

ram

as, P

aris

•

1808

: Pas

sag

e D

elo

rme,

Par

is •

1811

: Pas

sag

e M

on

tesq

uie

u, P

aris

•

1816

–18:

Ro

yal O

per

a A

rcad

e, L

on

do

n •

1818

–19:

Bu

rlin

gto

n A

rcad

e, L

on

do

n •

1820

: Pas

sag

e d

e la

Mo

nn

aie,

Bru

ssel

s •

1828

: Gal

erie

d'O

rléa

ns,

Par

is •

1826

: Ph

ilad

elp

hia

Arc

ade,

Ph

il. •

1840

–43:

Pas

sag

e Po

mm

eray

e, N

ante

s •

1831

: Ro

yal A

rcad

e, N

ewca

stle

• 1

831:

Gal

erie

de

Cri

sto

fori

s, M

ilan

• 1

831:

Gal

erie

Bo

rdel

aise

, Bo

rdea

ux

•

1829

: Lo

wth

er A

rcad

e, L

on

do

n •

1827

: Wey

bo

sset

Arc

ade,

Pro

vid

ence

•

1823

: Pas

sag

e d

e l'O

pér

a, P

aris

•18

25: P

assa

ge

Ch

ois

eul,

Pari

s •

1837

–39:

Pas

sag

e Le

mo

nn

ier,

Liè

ge

•

1842

–43:

Exe

ter

Arc

ade,

Lo

nd

on

• S

illem

's B

azar

, Ham

bu

rg •

1845

: Pas

sag

e Jo

uff

roy,

Par

is •

1846

–47:

Gal

erie

s St

. Hu

ber

t, B

russ

els

•

1853

: Qu

een

's A

rcad

e, M

elb

ou

rne

•

1855

: Uto

pia

n a

rcad

e p

roje

cts,

Lo

nd

on

: C

ryst

al W

ay a

nd

Gre

at V

icto

rian

Way

•

1863

: Kö

nig

in A

ug

ust

a H

alle

, Co

log

ne

•

1869

: Ro

yal A

rcad

e, M

elb

ou

rne

•

1871

: Bar

ton

Arc

ade,

Man

ches

ter

•

1873

: Lan

cast

er A

ven

ue,

Man

ches

ter

•

1875

: Gre

at W

este

rn A

rcad

e, B

irm

ing

ham

•

1879

: Ro

yal A

rcad

e, L

on

do

n •

1878

: Th

orn

ton

's A

rcad

e, L

eed

s •

1874

: Gal

leri

a Su

bal

pin

a, T

uri

n •

1880

: Gal

leri

a M

anzi

ni,

Gen

oa

•

1865

–77

Gal

leri

a V

itto

rio

Em

anu

ele

II, M

ilan

•

1882

: Pas

sag

e d

u N

ord

, Bru

ssel

s •

1883

–85:

Pas

sag

e, T

he

Hag

ue

•

1887

: Kai

ser

Pass

age,

Kar

lsru

he

•18

88: Q

uee

n's

Arc

ade,

Lee

ds

• C

leve

lan

d A

rcad

e, C

leve

lan

d •

• 18

88–9

3: G

UM

, Mo

sco

w

1897

: Co

un

ty A

rcad

e, L

eed

s •

1899

: Cit

y A

rcad

es, B

irm

ing

ham

•

1890

: Ale

xan

dra

Arc

ade,

Sw

anse

a •

Gal

leri

a N

azio

nal

e, T

uri

n •

1900

: Kai

ser

Wilh

elm

Pas

sag

e, F

ran

kfu

rt a

m M

ain

•19

01: G

eorg

s Pa

ssag

e, H

ann

ove

r •

1904

: Cen

tral

Arc

ade,

Wo

lver

ham

pto

n •

1907

: Fri

edri

chst

rass

enp

assa

ge,

Ber

lin •

1909

–11:

Par

iser

Ho

f, B

ud

apes

t •

1912

: Pic

cad

illy

Arc

ade,

Lo

nd

on

•

1914

: Mäd

ler

Pass

age,

Lei

pzi

g •

1916

: Pea

chtr

ee A

rcad

e, A

tlan

ta •

1925

: Gal

leri

a Pi

azza

Co

lon

na,

Ro

me

•

1786: Fi

rst

arc

ad

e:

Gale

ries

de B

ois

, Pari

s •

• 1930: Fi

rst

sup

erm

ark

et:

Kin

g K

ull

en

, N

.Y.

• 19

30: S

elf-

serv

ice

intr

od

uce

d, L

os

An

gel

es

• 19

60: 4

0% o

f

Am

eric

ans

sh

op

in 1

0,00

0

sup

erm

arke

ts

• 19

95: W

al-M

art:

$93

.6 b

illio

n in

sal

es

Larg

est

reta

iler

in t

he

wo

rld

• 19

92–9

4: 5

5% o

f n

ew U

.S. r

etai

l = b

ig b

ox

• 1962: Fi

rst

Wal-

Mart

• 19

70: W

al-M

art:

$31

mill

ion

in s

ales

• 19

80: W

al-M

art:

$1

bill

ion

in s

ales

• 19

90: W

al-M

art:

$25

.8 b

illio

n in

sal

es

• 20

00: W

al-M

art:

$165

bill

ion

in s

ales

• 19

94: 8

0% o

f n

ew U

.S. r

etai

l = c

ateg

ory

kill

ers

• 19

79: H

om

e D

epo

t, A

tlan

ta

• 19

76: P

rice

Clu

b, S

an D

ieg

o

• 19

57: O

rig

inal

To

ys"R

"Us,

Was

hin

gto

n, D

.C.

• Se

vera

l cen

turi

es B

.C.E

.: C

hai

ns

of

reta

il st

ore

s ar

e kn

ow

n t

o h

ave

op

erat

ed in

Ch

ina

• 18

79: F

irst

Wo

olw

ort

h's

, Lan

cast

er, P

a.•

1879

: Sec

on

d W

oo

lwo

rth

's, U

tica

, N.Y

.

• 18

90: 1

2 W

oo

lwo

rth

's s

ho

ps

• 18

99: 5

4 W

oo

lwo

rth

's s

ho

ps

• 19

09: 2

38 W

oo

lwo

rth

's s

ho

ps

• 19

19: 1

,081

Wo

olw

ort

h's

sh

op

s

• 19

29: 7

66 W

oo

lwo

rth

's s

ho

ps

in B

rita

in a

lon

e

• 19

41: 8

2 W

oo

lwo

rth

's s

ho

ps

in G

erm

any

alo

ne

• 19

69: F

irst

GA

P, S

an F

ran

cisc

o

• 19

12–1

3: W

oo

lwo

rth

's B

uild

ing

, New

Yo

rk

• 1859: Fi

rst

mo

dern

ch

ain

sto

re:

G

reat

Atl

an

tic

& P

aci

fic

Tea C

o.,

N

ew

Yo

rk

• 18

24: I

ntr

od

uct

ion

of

fixe

d p

rice

s

• 18

40s:

Ch

arle

s H

enry

Har

rod

tak

es o

ver

a

smal

l gro

cery

sh

op

• 1852: Fi

rst

dep

art

men

t st

ore

: A

u B

on

Marc

hé, Pari

s

• 18

96: W

anam

aker

’s, N

ew Y

ork

• 18

96: S

ieg

el-C

oo

per

, New

Yo

rk

• 19

01: A

l’I n

no

vati

on

dep

artm

ent

sto

re, B

russ

els

(Vic

tor

Ho

rta)

• 18

83: E

mile

Zo

la, A

u B

on

heu

r d

es D

ames

• 18

84: M

arks

& S

pen

cer‘

s, L

on

do

n

• 18

99–1

904:

Car

son

, Pir

ie, S

cott

, Ch

icag

o (

Sulli

van

)

• 18

58: M

acy'

s, N

ew Y

ork

• 18

72: B

loo

min

gd

ale‘

s, N

ew Y

ork

• 19

05: H

arro

d‘s

mo

ves

into

pre

sen

t-d

ay lo

cati

on

(St

even

s &

Hu

nt)

• 19

07: N

eim

an M

arcu

s, D

alla

s•

1908

: Sel

frid

ge’

s, L

on

do

n (

Dan

iel B

urn

ham

)•

1908

–12:

Wh

itel

ey's

bu

ildin

g, L

on

do

n (

Bel

cher

& J

oas

s)

• 19

11: G

old

man

& S

alat

sch

, Vie

nn

a (A

do

lf L

oo

s)

• 19

25: S

ears

, Ro

ebu

ck, C

hic

ago

• 19

27: H

anky

u T

erm

inal

Dep

ato

, To

kyo

• 19

28: A

dam

Dep

artm

ent

Sto

re P

roje

ct, B

erlin

(M

ies

van

der

Ro

he)

• 19

28: S

cho

cken

Dep

artm

ent

Sto

re, S

tutt

gar

t (E

rich

Men

del

soh

n)

• 19

57: D

e B

ijen

korf

, Ro

tter

dam

(M

arce

l Bre

uer

)

• 19

15: M

itsu

kosh

i Dep

ato

, To

kyo

• 19

30: D

epar

tmen

t st

ore

s b

ran

ch o

ut

to s

ub

urb

s

• 19

91 T

ota

l U.S

. dep

artm

ent

sto

re s

ales

: $17

7.88

bill

ion

• 19

92 S

ieg

el-C

oo

per

, New

Yo

rk, t

urn

ed in

to v

erti

cal p

ow

er c

ente

r

• 19

02: M

acy’

s, M

arsh

all F

ield

‘s, a

nd

JC

Pen

ney

‘s

"Bef

ore

Wo

rld

War

I th

e ar

cad

e d

ied

an

alm

ost

o

ffic

ial d

eath

; no

bu

ildin

g a

uth

ori

ty w

ou

ld

per

mit

it in

its

nin

etee

nth

-cen

tury

fo

rm .

. . n

o

real

est

ate

auth

ori

ty c

ou

ld p

erm

it s

uch

an

ex

plo

itat

ion

of

lan

d."

—

Joh

ann

Fri

edri

ch G

eist

, Arc

ades

.

"Am

eric

an r

etai

ling

is h

ead

ing

fo

r a

'die

-ou

t' o

f D

arw

inia

m p

rop

ort

ion

s . .

. W

al-M

art

CEO

Dav

id

Gla

ss a

nd

Sta

nle

y M

arcu

s ar

e p

red

icti

ng

th

at 5

0 –7

5% o

f p

rese

nt

reta

il w

ill b

e ex

tin

ct w

ith

in a

d

ecad

e."

—D

ale

M. L

ewis

on

, Ret

ailin

g.

� “Mall”

� “Captive”


� “Depato”








� “e-urope”









� “Mobility”




Evo

luti

on

of

reta

il ty

pes

(d

etai

l)

200019801960194019201900186018401820180017801760174017201700168016601640162016001580150012000

airport shopping

bazaarmarketplaceagorashop exchanges arcades galleria

european bazaar

supermarket

warehouse clubs

superstore

convenience store


discounters

department store

shopping mall


churches


virtual shopping

duty free

pedestrian mall


shopping resorts



mail-order/catalogue shopping

1816-1840


museums

stock exchange

Escalator aids growth of department store

Air conditioning and highways enable the shopping mall

UPC code coincides with growth of supermarket size

Counter

Money

Glass

Movement

Lighting

Communication

Nature

Vending machine

Global positioning

Geographic Information Systems

Flat-screen display

WAP

Surveillance systems

Customer tracking

Logistics

Customer profiling

Consumer psychology

Internet

Shopping cartCoupons

UPCKiosk Early 18th century: Kiosk originates in Islamic architecture

1883: First vending machine, London Late 1940s: Joseph Woodland and Bernard Silver apply

for patents for the U.P.C. symbol and its decoder

Early 1920s: First shopping cart made in Houston, Texas1892: First coupon introduced by C. W. Post to promote Grape-Nuts cereal

AbacusSlide rule Computer

Calculator

Money

Barter

Cash register

Optical scanner

Fixed prices

Credit card

Debit card

Smart card

Credit

ATM

1920s: Credit cards first used in the U.S. for individual companies

1950: First universal credit card introduced by Diner's Club

2000: Avg. credit card debt in the U.S. is $2,814

1970s: First automated teller machines

1824: Fixed prices introduced

17th century: use of credit leads to explosion in number of shops

Skylight enables the arcades

1200 B.C.E.: Cowrie shells used as money in China

687 B.C.E.: Invention of coins in Lydia coincides with invention of retail shop 600 B.C.E.: Round, metal coins invented in China

118 B.C.E.: Leather money issued in China

300: Roman coin

1000: Song

Dynasty coin

806–21: Paper money

invented in China

17th century: Metal coins, paper notes, and bookkeeping entries become standard practice in Europe Late 18th – early 19th century: Use of paper money and bank notes spreads throughout Europe

Mid-20th century: Electrically driven mechanical cash register

1975: First optical scanners used at checkout counters

Late 1970s: Electronically driven cash register, enabling instant credit checks, recording of transactions, and inventory control

1956: Gordon Gould invents laser and applies for patent

1985: Gould receives patent

1642: First gear-driven mechanical calculator 1833: Difference engine invented by Charles Babbage 1944: Mark I calculator by IBM1946: ENIAC calculator, housed in a 30 by 50 foot room

1967: First hand-held electronic calculator by Texas Instruments

2300–500 B.C.E.: Invention of abacus

Paper MoneyCast glass Float glass

LCD

Skylight

Silent salesmen

Self-service

Display case

Mid-17th century: Mirror making extends fom Venice to London and Paris 19th century: Production of full-length mirror used for dressing purposes

1688: cast glass inventedLate 1600s: First appearance of glazed shop fronts in Holland

1959: The float glass process ensures perfectly flat glass

1963: First LCD display1888: Liquid crystals discovered

Mid-19th century: Glass becomes mass produced

Glass Crown glass

Mirror First century: Reflecting metal large enough to reflect the whole body is produced Late 12th century: Glass with metallic backing is used for mirrors

flat glass known to have been used in Pompeii for windowsMiddle Ages and later: Crown glass, made by spinning, used in windows2500 B.C.E.: glass thought to have originated in Mesopotamia

1828: Largest available sheet of glass: 4 feet by 5 feet1843: Account of floor-to-ceiling glass, London

1850: Largest available sheet of glass: 7–8 feet by 3–4 feet

1851: Crystal Palace, London

Printing

Newspaper advertising

Magazine advertising

Radio advertising

Catalogues

Telephone order

Pneumatic tube

Telephone Billboards

1450: Gutenberg pressSecond century: Printing developed in China

1876: Alexander Graham Bell patents telephone

1903: Pneumatic tube provides communication within large buildings

1666: First newspaper advertising supplement, London Gazette

1666: First newspaper advertising supplement, London Gazette Early 20th century: Regulation of advertising for truth

TV 1926: First working television Early 1950s: Color TV

1920s

Animatronics

Mannequin 1323 B.C.E.: First known mannequin, made of wood, found in the tomb of King Tutankhamen

1923: First wax mannequin, Moulin Rouge, Paris 1945: First plastic mannequin

Mail order 1872: First mail-order catalogue sent to farmers by Montgomery WardLate 19th century: Completion of continental rail network in the

U.S.A. facilitates mail-order. Mail order system established in Europe

1913: Parcel-post system established in U.S. 1945: Greatest expansion of mail order in Europe1960: Computerized mailing lists

Roads

Railroads

Sidewalk

Pedestrian zones

Elevator

Escalator

Moving sidewalk

Revolving door

Grand staircase

HighwaySkywalks

Roman road systems

45 B.C.E.: Pedestrian zones officiallylegislated in Rome

1666: Sidewalks provided in London after the Great Fire 1838–70: Citywide sidewalk system built in Paris 1950s: Pedestrianization of European city centers

Late 1970s: Over 200 pedestrian malls in U.S.

Late 18th century: Scientific construction of roads — first since Roman times

19th century: Development of railroads

1859: Ames escalator patent

1892: Wheeler and Reno escalator patents

1869: First elevatorin a departmentstore, Paris

1895: Escalator installed in Harrod‘s, London

1874: First known moving platform proposal1900: Moving sidewalk at Paris Exposition

1920s: Italian Autostrada and German Reichautobanen1925: First modern superhighway: Bronx River Parkway

Public lavatories

Air conditioning

Sprinkler system 1800: First sprinkler system 1870s: Parmelee heat-sensitive sprinkler head introduced in the U.S.

1842: John Gorrie proposes cooling cities 1889: Citywide pipeline refrigeration1902: Stock Exchange air-conditioned

1905: “Air Conditioning” coined by Stuart Cramer

1919: First department store air-conditioned

Neon

1784: Gas lighting 19th century: Coal gas distributed to buildings for lighting 1870: Incandescent electric lamp1820: Gas street lighting, Pall Mall, London

Lighting 500–400 B.C.E.: Oil lamps 0: Candles in general production

Late 19th century: First neon light 1930s: Fluorescent tube 1968: Fiber optics

Topiary

French landscape gardening

ReplascapeTM

English picturesque landscape

� “Ulterior Spaces”

� “Mobilize”

� “Air Conditioning”






� “e-urope”

� “Psychogramming”

� “ReplascapeTM”

� “Mobility”� “Mobility”

� “Mobility”

� “Replascape”� “Mobility”

� “Crystal Palace”� “Escalator”

Evo

luti

on

of

reta

il m

ech

anis

ms

Dia

gram

by

SZE

TSU

NG

LEO

NG

200019801960194019201900186018401820180017801760174017201700168016601640162016001580150012000

airport shopping

bazaarmarketplaceagorashop exchanges arcades galleria

european bazaar

supermarket

warehouse clubs

superstore

convenience store


discounters

department store

shopping mall


churches


virtual shopping

duty free

pedestrian mall


shopping resorts



mail-order/catalogue shopping

1816-1840


museums

stock exchange

Escalator aids growth of department store

Air conditioning and highways enable the shopping mall

UPC code coincides with growth of supermarket size

Counter

Money

Glass

Movement

Lighting

Communication

Nature

Vending machine

Global positioning

Geographic Information Systems

Flat-screen display

WAP

Surveillance systems

Customer tracking

Logistics

Customer profiling

Consumer psychology

Internet

Shopping cartCoupons

UPCKiosk Early 18th century: Kiosk originates in Islamic architecture

1883: First vending machine, London Late 1940s: Joseph Woodland and Bernard Silver apply

for patents for the U.P.C. symbol and its decoder

Early 1920s: First shopping cart made in Houston, Texas1892: First coupon introduced by C. W. Post to promote Grape-Nuts cereal

AbacusSlide rule Computer

Calculator

Money

Barter

Cash register

Optical scanner

Fixed prices

Credit card

Debit card

Smart card

Credit

ATM

1920s: Credit cards first used in the U.S. for individual companies

1950: First universal credit card introduced by Diner's Club

2000: Avg. credit card debt in the U.S. is $2,814

1970s: First automated teller machines

1824: Fixed prices introduced

17th century: use of credit leads to explosion in number of shops

Skylight enables the arcades

1200 B.C.E.: Cowrie shells used as money in China

687 B.C.E.: Invention of coins in Lydia coincides with invention of retail shop 600 B.C.E.: Round, metal coins invented in China

118 B.C.E.: Leather money issued in China

300: Roman coin

1000: Song

Dynasty coin

806–21: Paper money

invented in China

17th century: Metal coins, paper notes, and bookkeeping entries become standard practice in Europe Late 18th – early 19th century: Use of paper money and bank notes spreads throughout Europe

Mid-20th century: Electrically driven mechanical cash register

1975: First optical scanners used at checkout counters

Late 1970s: Electronically driven cash register, enabling instant credit checks, recording of transactions, and inventory control

1956: Gordon Gould invents laser and applies for patent

1985: Gould receives patent

1642: First gear-driven mechanical calculator 1833: Difference engine invented by Charles Babbage 1944: Mark I calculator by IBM1946: ENIAC calculator, housed in a 30 by 50 foot room

1967: First hand-held electronic calculator by Texas Instruments

2300–500 B.C.E.: Invention of abacus

Paper MoneyCast glass Float glass

LCD

Skylight

Silent salesmen

Self-service

Display case

Mid-17th century: Mirror making extends fom Venice to London and Paris 19th century: Production of full-length mirror used for dressing purposes

1688: cast glass inventedLate 1600s: First appearance of glazed shop fronts in Holland

1959: The float glass process ensures perfectly flat glass

1963: First LCD display1888: Liquid crystals discovered

Mid-19th century: Glass becomes mass produced

Glass Crown glass

Mirror First century: Reflecting metal large enough to reflect the whole body is produced Late 12th century: Glass with metallic backing is used for mirrors

flat glass known to have been used in Pompeii for windowsMiddle Ages and later: Crown glass, made by spinning, used in windows2500 B.C.E.: glass thought to have originated in Mesopotamia

1828: Largest available sheet of glass: 4 feet by 5 feet1843: Account of floor-to-ceiling glass, London

1850: Largest available sheet of glass: 7–8 feet by 3–4 feet

1851: Crystal Palace, London

Printing

Newspaper advertising

Magazine advertising

Radio advertising

Catalogues

Telephone order

Pneumatic tube

Telephone Billboards

1450: Gutenberg pressSecond century: Printing developed in China

1876: Alexander Graham Bell patents telephone

1903: Pneumatic tube provides communication within large buildings

1666: First newspaper advertising supplement, London Gazette

1666: First newspaper advertising supplement, London Gazette Early 20th century: Regulation of advertising for truth

TV 1926: First working television Early 1950s: Color TV

1920s

Animatronics

Mannequin 1323 B.C.E.: First known mannequin, made of wood, found in the tomb of King Tutankhamen

1923: First wax mannequin, Moulin Rouge, Paris 1945: First plastic mannequin

Mail order 1872: First mail-order catalogue sent to farmers by Montgomery WardLate 19th century: Completion of continental rail network in the

U.S.A. facilitates mail-order. Mail order system established in Europe

1913: Parcel-post system established in U.S. 1945: Greatest expansion of mail order in Europe1960: Computerized mailing lists

Roads

Railroads

Sidewalk

Pedestrian zones

Elevator

Escalator

Moving sidewalk

Revolving door

Grand staircase

HighwaySkywalks

Roman road systems

45 B.C.E.: Pedestrian zones officiallylegislated in Rome

1666: Sidewalks provided in London after the Great Fire 1838–70: Citywide sidewalk system built in Paris 1950s: Pedestrianization of European city centers

Late 1970s: Over 200 pedestrian malls in U.S.

Late 18th century: Scientific construction of roads — first since Roman times

19th century: Development of railroads

1859: Ames escalator patent

1892: Wheeler and Reno escalator patents

1869: First elevatorin a departmentstore, Paris

1895: Escalator installed in Harrod‘s, London

1874: First known moving platform proposal1900: Moving sidewalk at Paris Exposition

1920s: Italian Autostrada and German Reichautobanen1925: First modern superhighway: Bronx River Parkway

Public lavatories

Air conditioning

Sprinkler system 1800: First sprinkler system 1870s: Parmelee heat-sensitive sprinkler head introduced in the U.S.

1842: John Gorrie proposes cooling cities 1889: Citywide pipeline refrigeration1902: Stock Exchange air-conditioned

1905: “Air Conditioning” coined by Stuart Cramer

1919: First department store air-conditioned

Neon

1784: Gas lighting 19th century: Coal gas distributed to buildings for lighting 1870: Incandescent electric lamp1820: Gas street lighting, Pall Mall, London

Lighting 500–400 B.C.E.: Oil lamps 0: Candles in general production

Late 19th century: First neon light 1930s: Fluorescent tube 1968: Fiber optics

Topiary

French landscape gardening

ReplascapeTM

English picturesque landscape

� “Ulterior Spaces”

� “Mobilize”

� “Air Conditioning”






� “e-urope”

� “Psychogramming”

� “ReplascapeTM”

� “Mobility”� “Mobility”

� “Mobility”

� “Replascape”� “Mobility”

� “Crystal Palace”� “Escalator”

20001980196019401920190018801860184018201800

air conditioning

ice machines

chemical refrigeration

evaporative cooling

vacuum refrigeration

compression refrigeration

refrigerationmanual ice harvesting

heating

ventilation

coolingcomfort cooling

man made weather

climate control

HVAC

environmental control

museums

residential

factories

hospitals

weathermaster

smell controldraft control

air-conditioned cars

VAV system

fans

district heatinghot-air heating

complex stovessteam heating

radiator

ventilation theories

dehumidification

heat conductors

pre-cooled air

dehumidifier heat pipe

heat superconductor

hot plate

heat pipestheaters 19

38: 9

2% o

f U

.S. t

heat

ers

air-

cond

ition

ed

1917

: New

Em

pire

The

ater

Mon

tgom

ery,

Ala

bam

a

1889

: Carn

eg

ie H

all

com

fort

coo

led

by p

assi

ng a

ir ov

er ic

e

1921

: Gra

uman

's M

etro

polit

an T

heat

erLo

s A

ngel

es

1924

: Pal

ace,

Tex

an, a

nd Ir

is T

heat

ers

Hou

ston

1925

: Riv

oli T

heat

erN

ew Y

ork

1920

: Par

amou

nt M

ovie

Hou

ses

Paris

1967

: Que

en E

lizab

eth

Hal

lLo

ndon

“The

for

m t

akes

its

cue

dire

clty

fr

om t

he a

ir-flo

w w

ithin

“

office buildings1913

: Am

eric

an T

obac

co C

ompa

ny P

lant

inst

alls

Car

rier

air-

cond

ition

ing

unit

1904: N

ew

Yo

rk S

tock

Exch

an

ge

1906

: Lar

kin

Off

ice

Build

ing

Buff

alo

Fran

k Ll

oyd

Wrig

ht r

efer

s to

indo

or w

eath

er c

ontr

ol

as “

Air

cond

ition

ing“

1928

: Mill

am B

uild

ing,

Chi

cago

1932

: Phi

lade

lphi

a Sa

ving

s Fu

nd S

ocie

ty B

uild

ing

1938

: For

t une

Mag

azin

e pu

blis

hes

“Air

Con

ditio

ning

of

Off

ice

Build

ings

“

1949

: Uni

ted

Nat

ions

Bui

ldin

gC

limat

ized

air

deliv

ered

thr

ough

pip

es in

the

cur

tain

wal

l1949: Th

e P

en

tag

on

Air-

cond

ition

ed b

y C

arrie

r12

mill

ion

cubi

c fe

et o

f ai

r co

oled

eac

h m

inut

e

1955

: U.S

. Gov

ernm

ent

offic

ially

sp

onso

rs u

se o

f ai

r co

nditi

onin

gin

gov

ernm

ent

build

ings

1972

–77:

Wor

ld T

rade

Cen

ter

Car

rier

syst

em m

ade

for

glas

s sk

yscr

aper

s

0 200ft

1904: Fi

rst

pu

bli

c b

uil

din

g c

om

fort

co

ole

dLo

uisi

ana

Purc

hase

Exp

ositi

on1905: “A

ir c

on

dit

ion

ing

“ c

oine

d by

Stu

art

Cra

mer

1906

: App

arat

us f

or T

reat

ing

Air

pate

nted

by

Will

is C

arrie

r

1932

: Atm

osph

eric

Cab

inet

C

arrie

r

1908

: Psy

chro

met

ric c

hart

dev

elop

ed b

y W

illis

Car

rier

1930

: Fre

on

1911: A

ir c

on

dit

ion

ing

reco

gn

ized

as

an

off

icia

l b

ran

ch o

f en

gin

eeri

ng

1922: C

en

trif

ug

al

refr

igera

tio

n m

ach

ine m

akes

air

co

nd

itio

nin

g o

f la

rge s

pace

s p

oss

ible

1950: A

ir c

on

dit

ion

ing

is

Am

eri

ca's

seco

nd

-fast

est

gro

win

g i

nd

ust

ry a

fter

tele

vis

ion

1952

: 20

air-

cond

ition

ing

com

pane

s in

exi

sten

ce19

54: 9

2 ai

r-co

nditi

onin

g co

mpa

nes

in e

xist

ence

1928: R

esi

den

tial

air

-co

nd

itio

nin

g u

nit

deve

lope

d by

Will

is C

arrie

r

1955

: 5%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1960

: 12%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1970

: 36%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1980

: 55%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1952

: Plu

g-in

ele

ctric

air

cond

ition

er

1902

: Will

is C

arrie

r tr

ies

unsu

cces

sful

ly t

o de

hum

idify

air

1902: “M

an

-Mad

e W

eath

er“

coi

ned

by W

illis

Car

rier

1842

: Pro

po

sal

for

coo

lin

g c

itie

sJo

hn G

orrie

1851

: Air-

cycl

e co

mpr

essi

on r

efrig

erat

ion

syst

empa

tent

ed b

y Jo

hn G

orrie

1870

s: C

om

fort

co

oli

ng

att

em

pte

dby

pas

sing

air

over

chi

lled

pipe

sin

sev

eral

bui

ldin

gs in

Fra

nce

and

Engl

and

1880

: Hot

el d

inin

g ro

om in

Sta

ten

Isla

nd, N

.Y.,

com

fort

coo

led

by p

assi

ng a

ir ov

er ic

e

1899: Fi

rst

coo

lin

g a

nd

deh

um

idif

icati

on

syst

em

Dis

sect

ing

Room

, Cor

nell

Med

ical

Bui

ldin

g, N

ew Y

ork

Alfr

ed W

olff

1805

: Clo

sed-

cycl

e co

mpr

essi

on r

efrig

erat

ion

desc

ribed

by

Oliv

er E

vans

Early

180

0s: T

he n

atur

al ic

e in

dust

ry b

ecom

esan

inte

rnat

iona

l ent

erpr

ise

1834

: Clo

sed-

cycl

e co

mpr

essi

on r

efrig

erat

ion

syst

em

pate

nted

by

Jaco

b Pe

rkin

s

1851

: Liq

uid

vapo

r-co

mpr

essi

on ic

e m

achi

nepa

tent

ed b

y A

lexa

nder

Tw

inin

g

1856

: Eth

er c

ompr

essi

on ic

e m

achi

nepa

tent

ed b

y Ja

mes

Har

rison

1889

: Pip

eli

ne r

efr

igera

tio

npr

ovid

es r

efrig

erat

ion

on a

n ur

ban

scal

e

1890

: Gre

at Ic

e Fa

min

ecr

eate

s w

orld

wid

e ic

e sh

orta

ges

1890

: Ele

ctric

fan

s

1860

s: L

arge

indu

stria

l fan

s pr

oduc

ed

1877

: Loc

kpor

t D

istr

ict,

New

Yor

k,he

ated

fro

m a

cen

tral

sou

rce

Bird

sill

Hol

ly

1840

–42:

Hea

ting

in P

ento

ville

Pris

on, L

ondo

n

1839

: Hou

ses

of P

arlia

men

t, L

ondo

npl

ans

for

heat

ing

and

vent

ilatin

g

1802

: Hea

ting

in t

extil

e m

ills

by B

oulto

n an

d W

att

1833

: Pat

ent

for

Base

Bur

ner

Stov

eN

e w

Yor

k

1830

: Hot

wat

er r

adia

tors

inst

alle

dW

estm

inst

er H

ospi

tal,

Lond

on

1873

: Ste

am-p

ower

ed f

ans

deve

lope

dfo

r ho

spita

ls

1907: M

etr

op

oli

tan

Mu

seu

m o

f A

rt

1986

: Hea

t Pi

pe t

echn

olog

ypa

tent

ed b

y K

han

Din

h (U

.S.)

1980

s–90

s: N

ASA

use

s H

PT in

spa

ce

1996

: Dis

ney

Vill

age,

St.

Pet

ersb

urgh

, Flo

rida,

cool

ed b

y H

PT

1996

: Dal

i Mus

eum

, St.

Pet

ersb

urgh

, Flo

rida,

cool

ed b

y H

PT

1980

: Fre

on b

anne

das

a r

esul

t of

ozo

ne d

amag

e

1980

s: E

nviro

nmen

tally

frie

ndly

ref

riger

ants

Variable Air Volume

shopping1924: J.

L. H

ud

son

Dep

art

men

t Sto

reD

etro

it

1948: “N

o m

od

ern

sto

re c

an

fu

nct

ion

pro

perl

y . . . w

ith

ou

t air

co

nd

itio

nin

g“

—Pr

ogre

ssiv

e A

rchi

tect

ure

1938: “Eli

min

ati

ng

all

w

ind

ow

s in

sell

ing

sp

ace

s . . . ad

ds

to s

ell

ing

eff

icie

ncy

“—

Dep

artm

ent

Stor

e Ec

onom

ist

1950: “A

ir c

on

dit

ion

ing

has

resh

ap

ed

every

ele

men

t o

f th

e m

od

ern

sto

re“ —

Vic

tor

Gru

en

1956: So

uth

dale

Mall

Edin

aFi

rst

clim

ate-

cont

rolle

d m

all

1922: M

acy

'sN

ew Y

ork

1986: M

all

of

Am

eri

caM

inne

apol

is

1961: M

ilan

o R

inasc

en

te S

tore

“a t

echn

olog

ical

bui

ldin

g fo

r a

hist

oric

al s

ettin

g“

1963: “Th

ere

is

no

qu

est

ion

th

at

the p

ub

lic

sees

air

co

nd

itio

nin

g a

s an

ab

solu

te n

ece

ssit

y.“

—Pr

ogre

ssiv

e A

rchi

tect

ure

1997: 84%

of

mall

s air

-co

nd

itio

ned

1919: A

bra

ham

& S

trau

ssN

ew Y

ork

Firs

t ai

r-co

nditi

oned

dep

artm

ent

stor

e

2000198019601940192019001880186018401800

accu

mul

atio

nof

esca

lato

rsw

orld

wid

e

160,0

00

3,7

00

2700

1,6

00

esca

lato

r pa

tent

adj

udge

d

1829

Si

r W

illia

m C

ongr

eve

sc

hem

es f

or p

erpe

tuum

mob

ile

1859

U

.S. p

aten

t N

atha

n A

mes

re

volv

ing

stai

rs -

pro

toes

cala

tor

in

clin

ed e

leva

tor

1892

U

.S. p

aten

t G

eorg

e H

.Whe

eler

1906

M.H

ocqu

ardt

Eur

opea

n Fa

hrtr

eppe

1898

Whe

eler

’s pa

tent

sol

d to

Cha

rles

D.S

eebe

rger

1899

See

berg

er p

artn

ers

with

Otis

Seeb

erge

r ex

perim

ents

with

spi

ral m

ovin

g st

airs

und

er O

tis

1906

O

tis’s

pate

nt

co

mbi

nes

Seeb

erge

r’s a

nd R

eno’

s

1903

Ren

o’s

pate

nt s

old

to O

tis

1920

O

tis r

edes

ign

1896

Ren

o’s

incl

ined

ele

vato

rC

oney

Isla

nd

st

eple

ss e

scal

ator

1892

U

.S. p

aten

t J

esse

W.R

eno

1898

Eur

opea

n pa

tent

M.H

alle

ste

ples

s es

cala

tor

1935

M

itsub

ishi

esc

alat

or

1938

Sc

hind

ler

esca

lato

r

1941

O

tis r

edes

ign

ha

ndra

il ex

tend

ed

1985

sp

iral e

scal

ator

,

esca

lato

r w

ith c

urve

d pl

an

Mits

ubis

hi

1996

w

aved

esc

alat

or

esc

alat

or w

ith h

oriz

onta

l mid

sect

ion

M

itsub

ishi

1988

w

heel

chai

r es

cala

tor

fo

r th

e ha

ndic

appe

d

Mits

ubis

hi

1949

O

tis c

rissc

ross

esc

alat

ors

Bu

ffal

o, N

.Y.

• 19

00:

Otis

‘s f

irst

esca

lato

r at

the

Par

is W

orld

Fai

r

• 19

45:

1,60

0 to

tal n

umbe

r of

esc

alat

ors

in t

he U

.S.

• 19

45:

2,70

0 to

tal n

umbe

r of

esc

alat

ors

in t

he U

.S.

• 19

90:

7,00

0 es

cala

tors

sol

d an

ually

wor

ldw

ide

• 19

83:

Mits

ubis

hi: a

ccum

ulat

ed 1

0,00

0 es

cala

tors

• 19

70:

U.S

.: 32

9 es

cala

tors

ope

rate

in o

ffic

e bu

ildin

gs

• 19

97:

15,0

00 e

scal

ator

s or

dere

d an

nual

ly

• 19

97:

OTI

S pl

ans

accu

mul

ated

15,

000

in C

hina

• 19

96:

OTI

S re

port

s pr

oduc

tion

of 2

,050

/yea

r, 6

0,00

0 in

ope

ratio

n•

1995

: 9,

000/

year

wor

ldw

ide

- 30

,000

exi

sts

in t

he U

S

0 / year

300 / year

600 / year

900 / year

1200 / year

1500 / year

U.S. - Escalators annual sales

1970

1980

1990

1,40

4

1,32

7

• 19

93:

Mits

ubis

hi: a

ccum

ulat

ed 2

0,00

0 es

cala

tors

• 19

89:

Mits

ubis

hi: a

ccum

ulat

ed 1

5,00

0 es

cala

tors

• 19

74:

Mits

ubis

hi: a

ccum

ulat

ed 5

,000

esc

alat

ors

total number of escalators doubles every ten years

the escalator enables the department store

installations of the escalator

invention and evolution of the escalator

• 18

92–9

6: s

tepl

ess

esca

lato

rs in

stal

led

in B

loom

ingd

ale'

s, N

ew Y

ork

• 19

06:

esca

lato

rs in

stal

led

in B

on M

arch

é, P

aris

;• 19

00:

Otis

's f

irst

esca

lato

r at

the

Par

is W

orld

Fai

r

• 19

01–3

: esc

alat

ors

inst

alle

d in

Mac

y's,

New

Yor

k

• 19

20:

esca

lato

r re

desi

gned

for

hor

izon

tal s

tepp

ing

on/o

ff

• 19

01:

esca

lato

rs in

stal

led

in G

imbe

l‘s, P

hila

delp

hia

• 18

95–9

6: s

tepl

ess

esca

lato

rs in

stal

led

in H

arro

d's,

Lon

don

• 19

02–3

: pat

ent

adap

tatio

n fo

r Lu

na P

ark

at C

oney

Isla

nd

• 19

14:

esca

lato

r in

Mits

ukos

hi s

tore

, Jap

an

• 19

49:

esca

lato

r pa

tent

adj

udge

d fr

om O

tis

cris

scro

ss a

rang

emen

ts f

or t

he B

uffa

lo D

epar

tmem

t st

ore

• 19

35:

Japa

nese

Mits

ubis

hi e

scal

ator

• 18

59: r

evol

ving

sta

irs p

roto

esca

lato

r U

.S. p

aten

t

• 19

11: e

scal

ator

in t

he L

ondo

n un

derg

roun

d

• 19

05: 8

esc

alat

ors

in a

fac

tory

in L

awre

nce,

Mas

s.

• 19

18:

esca

lato

r pr

ofit

form

ula

for

5 &

10

Cen

ts S

tore

s, N

ew Y

ork

• 19

06: M

acy'

s co

unts

cus

tom

ers

on e

scal

ator

s an

d el

evat

ors

• 19

85:

Land

mar

k To

wer

, Yok

oham

a

• K

obe

Har

borla

nd C

anal

Gar

den

• 19

88: O

daky

u Sh

inju

ku S

tatio

n

Esca

lato

r pr

otot

ype

Otis

, Par

is E

xpo

1900

with a single escalator able

to move 7,000–8,000 people per hour,

the world's escalators

can move the world's population in less than 4 days

chronology of ©Perception of Identity© (in progress)

1: Psychological and Sociological thinking Increasing possibility for communicating potential identities correlates with growing theoretical framework on identity.

2: Marketing and its Projective Technique

3: Segmentation and Quantifiable Measurements Segrmentation defined by Lifestyles, Personality, Values, and Trends

4: Communication of Identity Advertising and the Development of Consumer Culture

Added Value

2000198019601940192019001880186018401820180017801760174017201700168016601640162016001580156015401520150014801460

mass identity crisis

id-ego-superego

idem identity identification

identity

symbolic interactionism

Marcel Mauss Self as culturally, historically malleable category

1816-1840

stimulus substitution

emotional conditioning

emotional mining

single source data

data mining

0.0

0.2

0.4

0.6

0.8

1.0

• 4

,208 m

illio

n ye

n

• 5

,093

• 5

,847

• 6

,535

• 7

,508

• 7

,883

• 8

,389

• 9

,055

• 9

,620

• 1

0,3

07

• 1

0,6

33

• 1

0,9

08

• 1

1,7

45

• 1

3,1

61

• 1

4,6

27

• 1

6,0

46

• 1

6,7

93

• 1

6,5

26

• 1

5,8

91

• 1

6,4

35

• 1

7,5

53

• 1

9,1

62

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 4

,092 m

illio

n ye

n

• 4

,550

• 5

,068

• 5

,702

• 6

,554

• 7

,086

• 7

,572

• 7

,993

• 8

,369

• 8

,468

• 8

,887

• 9

,145

• 9

,882

• 1

1,2

67

• 1

2,7

25

• 1

3,5

92

• 1

3,4

45

• 1

2,1

72

• 1

1,0

87

• 1

1,2

11

• 1

1,6

57

• 1

2,3

79

0.0

0.2

0.4

0.6

0.8

1.0

• 6

70 m

illio

n ye

n

• 7

97

• 8

77

• 9

51

• 1

,119

• 1

,281

• 1

,450

• 1

,565

• 1

,739

• 1

,857

• 2

,230

• 2

,382

• 2

,577

• 2

,962

• 3

,354

• 3

,741

• 3

,866

• 3

,692

• 3

,417

• 3

,473

• 3

,743

• 4

,073

Japan total Newspaper ads.

Japan total Magazine ads.

Japan total Radio ads.

Japan total TV ads.

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 6

02 m

illio

n ye

n

• 7

04

• 8

11

• 9

08

• 1

,169

• 1

,061

• 1

,264

• 1

,330

• 1

,425

• 1

,501

• 1

,612

• 1

,633

• 1

,727

• 1

,879

• 2

,084

• 2

,335

• 2

,406

• 2

,350

• 2

,029

• 2

,113

• 2

,082

• 2

,181

0.0

0.2

0.4

0.6

0.8

1.0 • 3

,333

• 3

,125

• 2

,888

• 2

,604

• 2

,472

• 2

,295

• 2

,325

• 2

,288

• 2

,127

• 1

,872

• 1

,674

• 1

,374

• 1

,245

• 1

,110

• 9

28

• 8

09

• 6

92

• 4

71

• 4

82

• 3

98

• 3

07

• 2

36

• 2

03

• 2

10

• 1

76

• 1

43

• 1

25

• 5

7

• 2

mill

ions

of po

unds

UK total TV ads.

0.0

0.2

0.4

0.6

0.8

1.0 • 3

,571

• 2

,949

• 2

,874

• 2

,806

• 2

,631

• 2

,545

• 2

,597

• 2

,902

• 3

,206

• 3

,119

• 2

,772

• 2

,507

• 2

,334

• 3

1 m

illio

ns o

f po

unds

• 9

6

• 1

20

• 3

4• 1

07

• 1

02

• 8

9• 7

8

• 7

8• 7

8

• 3

6

0.0

0.2

0.4

0.6

0.8

1.0 • 3

44

• 5

83

• 4

81

• 2

96

• 2

43

• 1

94

• 1

57

• 1

49

• 1

63

• 1

39

• 1

59

• 1

11

• 1

• 2

mill

ions

of po

unds

• 9

mill

ions

of po

unds

• 1

49

0.0

0.2

0.4

0.6

0.8

1.0

• 4

51

• 4

37

• 4

02

• 4

24

• 4

78

• 5

41

• 5

87

• 5

67

• 5

04

• 4

60

• 4

09

0.0

0.2

0.4

0.6

0.8

1.0

• 4

,208 m

illio

n ye

n

• 1

9,1

62

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 4

,092 m

illio

n ye

n

• 1

2,3

79

0.0

0.2

0.4

0.6

0.8

1.0

• 6

70 m

illio

n ye

n

• 4

,073

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 6

02 m

illio

n ye

n

• 2

,181

Japan total Magazine ads



0.0

0.2

0.4

0.6

0.8

1.0 • 3

,333

• 2

mill

ions

of po

unds

UK total TV ads.

0.0

0.2

0.4

0.6

0.8

1.0 • 3

,571

• 3

1 m

illio

ns o

f po

unds

0.0

0.2

0.4

0.6

0.8

1.0 • 3

44

• 5

83

• 2

mill

ions

of po

unds

• 9

mill

ions

of po

unds

0.0

0.2

0.4

0.6

0.8

1.0

survey samplingstatistical research lead by Alfred Politz

DuPont's Cohort studyMONITOR

1958 "Typologies" by Dichter's Institute for Motivational Research

VALS-2

Segment OneVALS

Shoppers typologyEating typology

Cycle of Life

Fashion shoppers typology

Psychographics

JapanVALS

Motivation Research Living Cube

Photosort™

Category Sculpting™

PATPictured Aspiration Technique

Sensations™

Adversary Groups™

Balloons™

Emotional Sonar™

Emotional Lexicon™Emotional Bonding™

Starch Index of Advertising Recall

PRIZM™ACORN

ClusterPlusOASYSMicrovision

GeoVALS

Global ScanTarget Scan

Behaviorism1913 "Psychology as the Behaviorist Sees It" by Watson

Projection1913 "Totem and Taboo" by Freud

Psychoanalysis1896 "The Aetiology of Hysteria" by Freud

Conditioning1927 "Conditioned Reflexes" by Pavlov

Hierarchy of Needs1954 "Motivation and Personality" by Maslow

1912 "The Neurotic Constitution" by Adler

Analytical Psychology1933 "Psychological Types" by Jung

1959 "Identity and the Lifecycle" by Erikson

Projective Techniques1938 "Explorations in Personality" by Murray

TATThematic Apperception Test Sentence CompletionRorschach Test

Watson at J. Walter Thompson

Paul Lazarsfeld at ColumbiaDichter works on Ivory Soap

Bernays Crystallizing Public Opinion

Pckard The Hidden Persuaders

Gallup founds American Institute of Public Opinion

iden

tity: The q

uality o

r con

ditio

n o

f bein

g th

e sam

e in su

bstan

ce, com

po

sition

, natu

re, p

rop

erties, or in

pa rticu

lar qu

alities un

der

son

sideratio

n; ab

solu

te or essen

tial samen

ess; o

nen

ess.

abso

lute id

entity: ,th

at asserted in

the

metap

hysical d

octo

rine o

f Schellin

g th

at min

d

and

matter are p

hen

om

enal m

od

ification

of

the sam

e sub

stance.

perso

nal id

entity (in

Psycho

log

y), the co

nd

ition

o

f fact of rem

ainin

g th

e same p

erson

th

rou

gh

ou

t the vario

us p

hases o

f existence;

con

tinu

ity of th

e perso

nality.

ind

ustrial e vo

lutio

n; w

as also a co

mm

ercial evo

lutio

n: co

mm

od

ification

of leisu

re, fashio

n

system, b

reaking

up

of so

cial bo

rders, n

ew

form

of b

usin

ess and

com

mercial

org

anizatio

ns, n

ew m

arket infrastru

cture.

rom

anticism

: the q

uesst o

f auth

enticity as a

critiqu

e of m

od

ernizatio

n; n

aturaln

ess, em

otio

nal g

ratification

, ethn

ic / natio

nal

cultu

ral values, h

app

y do

mesticity, n

atural

wo

men

.

1850 - 1870: pro

spero

us m

id-V

ictorian

years, in

ternatio

nal exh

ibitio

ns d

om

estication

of

natu

re.

1880 - 1930: mass p

rod

uctio

n o

f con

sum

er g

oo

ds, g

eog

raph

ical / social sp

readin

g o

f the

market, ratio

nalizatio

n o

f form

and

o

rgan

ization

of p

rod

uctio

n.

Ford

ism: 1920s, first p

roclaim

ed g

eneral

ideo

log

y of afflu

ence.

1950s / 1970s: org

anizatio

n m

an, afflu

ent

society (J.K

. Galb

raith)

N eo

-liberalism

: Thatch

erism, R

eago

no

mics

Narcissism: "Narcissism is the pathology at the heart of a consumer society in which the boundaries between the private and the public world - like the narcissist's boundaries between the self and the other, inside and outside - are dangerously blurred."

Postmodernism: " The shift form Fordism to post-Fordism, from organized to disorganized capitalism, from commodities and exchange values to commodity-signs and sign-value. This shift has been made possible by information technology which also allows for increasing precision in segmentation targeting to consumer groups which are defined by lifestyle rather than by demographic

zero-sum-game: In a context of low economic growth consumption appears to be a loosing strategy in a zero-sum-game. Our contemporary positive evaluation of consumption depends on the assumption of open-ended economic expansion.

"fin

ger

pri

nts

", d

efin

ed in

Ori

gin

al

Ency

clo

ped

ia.

"co

nti

nu

ou

s, lo

cate

d in

th

e d

eep

" as

sel

f-co

nce

pti

on

, an

d a

s se

lf-i

mag

e.

"nam

e, a

rtif

act

of

inte

ract

ion

", N

elso

n F

oo

te,

Soci

olo

gy,

def

init

ion

des

tin

gu

ish

ed f

rom

Fr

eud

's; "

app

rop

riat

ion

of

and

co

mm

itm

ent

to

a p

arti

cula

r id

enti

ty o

r se

ries

of

iden

tity

".

"in

de

Cer

teau

"Pr

acti

ce o

f Ev

eryd

ay L

ife"

, 198

4

"pro

cess

' vis

a v

is 'c

on

tin

uo

us'

"id

enti

ty"

reac

hed

to

gen

eral

ity.

"sam

e o

f a

per

son

or

thin

g a

t al

l tim

e"

Dic

hte

r sa

ys "

Mo

st o

f u

s tr

y to

exp

lain

ou

r b

ehav

iou

r in

an

inte

llig

ent

way

,wh

en v

ery

oft

en it

is n

ot.

"

Alf

red

Po

litz

calle

d "

mo

tiva

tio

nal

res

earc

h

"pse

ud

o s

cien

ce"

and

"p

ure

un

adu

lter

ated

b

ald

erd

ash

,". Er

nes

t D

ich

ter

calle

d P

olit

z's

trad

itio

nal

st

atis

tica

l res

earc

h "

no

se-c

ou

nti

ng

".

1570

BIL

LIN

GSL

EY E

ucl

id V

.def

.iv.1

29 "

This

lik

enes

s, id

emp

titi

e, o

r eq

ual

litie

of

pro

po

rtio

n

is c

alle

d p

rop

ort

ion

allit

ie.

1603

HO

LLA

ND

Plu

tarc

h's

Mo

r. 6

5 "

That

th

e so

ule

of

this

un

iver

sall

wo

rld

, is

no

t si

mp

le,

un

ifo

rme

and

un

com

po

un

ded

, bu

t m

mix

ed..

of

a ce

rtai

ne

po

wer

of

iden

titi

e an

d o

f D

iver

sity

.

1654

Z. C

oke

Lo

gic

k (1

657)

88

"Cau

sall

Iden

tity

is

no

t th

em t

hat

ag

ree

in A

ccid

ents

."

1669

GA

LE C

rt. G

enti

les

I.I. i

ii. 2

1 "T

hat

th

e Ph

enic

ian

s w

ere

ori

gin

ally

Can

aan

ites

, is

man

ifes

t fr

om

th

e Id

enti

tie

of

thei

r La

ng

uag

es".

1751

HA

RR

IS H

erm

es W

ks. (

1841

) 23

3 "I

s it

no

t m

arve

llou

s, t

her

e sh

ou

ld b

e so

exa

ct a

n

iden

tity

of

ou

t id

eas?

"

1839

MU

RC

HIS

ON

Silu

r, S

yst.

I. x

xxv.

474

"Th

e o

rgan

ic r

emai

ns

are

of

gre

at in

tere

st in

es

tab

lish

ing

th

e g

eolo

gic

al id

enti

ty b

etw

een

th

e co

al m

easu

res

of

the

Du

dle

y d

istr

ict

and

th

ose

of

dis

tan

t p

arts

of

Gre

at B

rita

in.

1855

H. S

PEN

CER

Pri

nc.

Psy

cho

l. (1

872)

II. V

I. vi

. 59

"R

esem

bla

nce

wh

en it

exi

sts

in t

he

hig

hes

t d

egre

e o

f al

l .. i

s o

ften

cal

led

iden

tity

."

1876

TA

IT R

ec. A

dv.

Ph

ys. S

t. v

iii. (

ed.2

) 20

3 "T

he

iden

tity

of

rad

ian

t lig

ht

and

hea

t".

1863

FA

WC

ETT

Pol.

Eco

n. I

I. ix

. 265

"Th

ere

is n

o

iden

tity

of

inte

rest

s b

etw

een

th

e em

plo

yers

an

d e

mp

loye

d".

1879

FR

OU

DE

Cae

sar

vxiii

. 298

"u

nit

ed ..

by

iden

tity

of

con

vict

ion

".

£583 million

£9 million£2 million


£3,571 million£3,333 million

Advertising ExpenditureU.K. (television, newspaper, magazine, radio)

• 1

88

0s:

Bra

ndin

g ha

s be

en u

sed

to s

ince

the

ear

liest

tim

es

dis

ting

uish

the

goo

ds o

f on

e pr

oduc

er f

rom

tho

se o

f an

othe

r.

Ind

eed,

the

wor

d 'b

rnad

' ca

me

from

the

Old

Nor

se w

ord

'

bran

dr',

whi

ch m

eans

to

burn

.

¥4,092 million

¥1,237,900 million

¥670 million

¥407,300 million

¥602 million

¥218,100 million

¥4,208 million

¥1,916,200 million

Advertising ExpenditureJapan (television, newspaper, magazine, radio)

Evolution of air conditioning (� Air Conditioning, 124–25)

Index to evolution diagrams

Evolution of identity (� Psychogramming, 572–73)

Evolution of the escalator (� Escalator, 338–39)

Diagram by SZE TSUNG LEONG and SRDJAN JOVANOVIC WEISS Diagram by HIROMI HOSOYA and MARKUS SCHAEFER

Diagram by SRDJAN JOVANOVIC WEISS

20001980196019401920190018801860184018201800

air conditioning

ice machines

chemical refrigeration

evaporative cooling

vacuum refrigeration

compression refrigeration

refrigerationmanual ice harvesting

heating

ventilation

coolingcomfort cooling

man made weather

climate control

HVAC

environmental control

museums

residential

factories

hospitals

weathermaster

smell controldraft control

air-conditioned cars

VAV system

fans

district heatinghot-air heating

complex stovessteam heating

radiator

ventilation theories

dehumidification

heat conductors

pre-cooled air

dehumidifier heat pipe

heat superconductor

hot plate

heat pipestheaters 19

38: 9

2% o

f U

.S. t

heat

ers

air-

cond

ition

ed

1917

: New

Em

pire

The

ater

Mon

tgom

ery,

Ala

bam

a

1889

: Carn

eg

ie H

all

com

fort

coo

led

by p

assi

ng a

ir ov

er ic

e

1921

: Gra

uman

's M

etro

polit

an T

heat

erLo

s A

ngel

es

1924

: Pal

ace,

Tex

an, a

nd Ir

is T

heat

ers

Hou

ston

1925

: Riv

oli T

heat

erN

ew Y

ork

1920

: Par

amou

nt M

ovie

Hou

ses

Paris

1967

: Que

en E

lizab

eth

Hal

lLo

ndon

“The

for

m t

akes

its

cue

dire

clty

fr

om t

he a

ir-flo

w w

ithin

“

office buildings1913

: Am

eric

an T

obac

co C

ompa

ny P

lant

inst

alls

Car

rier

air-

cond

ition

ing

unit

1904: N

ew

Yo

rk S

tock

Exch

an

ge

1906

: Lar

kin

Off

ice

Build

ing

Buff

alo

Fran

k Ll

oyd

Wrig

ht r

efer

s to

indo

or w

eath

er c

ontr

ol

as “

Air

cond

ition

ing“

1928

: Mill

am B

uild

ing,

Chi

cago

1932

: Phi

lade

lphi

a Sa

ving

s Fu

nd S

ocie

ty B

uild

ing

1938

: For

t une

Mag

azin

e pu

blis

hes

“Air

Con

ditio

ning

of

Off

ice

Build

ings

“

1949

: Uni

ted

Nat

ions

Bui

ldin

gC

limat

ized

air

deliv

ered

thr

ough

pip

es in

the

cur

tain

wal

l1949: Th

e P

en

tag

on

Air-

cond

ition

ed b

y C

arrie

r12

mill

ion

cubi

c fe

et o

f ai

r co

oled

eac

h m

inut

e

1955

: U.S

. Gov

ernm

ent

offic

ially

sp

onso

rs u

se o

f ai

r co

nditi

onin

gin

gov

ernm

ent

build

ings

1972

–77:

Wor

ld T

rade

Cen

ter

Car

rier

syst

em m

ade

for

glas

s sk

yscr

aper

s

0 200ft

1904: Fi

rst

pu

bli

c b

uil

din

g c

om

fort

co

ole

dLo

uisi

ana

Purc

hase

Exp

ositi

on1905: “A

ir c

on

dit

ion

ing

“ c

oine

d by

Stu

art

Cra

mer

1906

: App

arat

us f

or T

reat

ing

Air

pate

nted

by

Will

is C

arrie

r

1932

: Atm

osph

eric

Cab

inet

C

arrie

r

1908

: Psy

chro

met

ric c

hart

dev

elop

ed b

y W

illis

Car

rier

1930

: Fre

on

1911: A

ir c

on

dit

ion

ing

reco

gn

ized

as

an

off

icia

l b

ran

ch o

f en

gin

eeri

ng

1922: C

en

trif

ug

al

refr

igera

tio

n m

ach

ine m

akes

air

co

nd

itio

nin

g o

f la

rge s

pace

s p

oss

ible

1950: A

ir c

on

dit

ion

ing

is

Am

eri

ca's

seco

nd

-fast

est

gro

win

g i

nd

ust

ry a

fter

tele

vis

ion

1952

: 20

air-

cond

ition

ing

com

pane

s in

exi

sten

ce19

54: 9

2 ai

r-co

nditi

onin

g co

mpa

nes

in e

xist

ence

1928: R

esi

den

tial

air

-co

nd

itio

nin

g u

nit

deve

lope

d by

Will

is C

arrie

r

1955

: 5%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1960

: 12%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1970

: 36%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1980

: 55%

of

Am

eric

an h

omes

hav

e ai

r co

nditi

onin

g

1952

: Plu

g-in

ele

ctric

air

cond

ition

er

1902

: Will

is C

arrie

r tr

ies

unsu

cces

sful

ly t

o de

hum

idify

air

1902: “M

an

-Mad

e W

eath

er“

coi

ned

by W

illis

Car

rier

1842

: Pro

po

sal

for

coo

lin

g c

itie

sJo

hn G

orrie

1851

: Air-

cycl

e co

mpr

essi

on r

efrig

erat

ion

syst

empa

tent

ed b

y Jo

hn G

orrie

1870

s: C

om

fort

co

oli

ng

att

em

pte

dby

pas

sing

air

over

chi

lled

pipe

sin

sev

eral

bui

ldin

gs in

Fra

nce

and

Engl

and

1880

: Hot

el d

inin

g ro

om in

Sta

ten

Isla

nd, N

.Y.,

com

fort

coo

led

by p

assi

ng a

ir ov

er ic

e

1899: Fi

rst

coo

lin

g a

nd

deh

um

idif

icati

on

syst

em

Dis

sect

ing

Room

, Cor

nell

Med

ical

Bui

ldin

g, N

ew Y

ork

Alfr

ed W

olff

1805

: Clo

sed-

cycl

e co

mpr

essi

on r

efrig

erat

ion

desc

ribed

by

Oliv

er E

vans

Early

180

0s: T

he n

atur

al ic

e in

dust

ry b

ecom

esan

inte

rnat

iona

l ent

erpr

ise

1834

: Clo

sed-

cycl

e co

mpr

essi

on r

efrig

erat

ion

syst

em

pate

nted

by

Jaco

b Pe

rkin

s

1851

: Liq

uid

vapo

r-co

mpr

essi

on ic

e m

achi

nepa

tent

ed b

y A

lexa

nder

Tw

inin

g

1856

: Eth

er c

ompr

essi

on ic

e m

achi

nepa

tent

ed b

y Ja

mes

Har

rison

1889

: Pip

eli

ne r

efr

igera

tio

npr

ovid

es r

efrig

erat

ion

on a

n ur

ban

scal

e

1890

: Gre

at Ic

e Fa

min

ecr

eate

s w

orld

wid

e ic

e sh

orta

ges

1890

: Ele

ctric

fan

s

1860

s: L

arge

indu

stria

l fan

s pr

oduc

ed

1877

: Loc

kpor

t D

istr

ict,

New

Yor

k,he

ated

fro

m a

cen

tral

sou

rce

Bird

sill

Hol

ly

1840

–42:

Hea

ting

in P

ento

ville

Pris

on, L

ondo

n

1839

: Hou

ses

of P

arlia

men

t, L

ondo

npl

ans

for

heat

ing

and

vent

ilatin

g

1802

: Hea

ting

in t

extil

e m

ills

by B

oulto

n an

d W

att

1833

: Pat

ent

for

Base

Bur

ner

Stov

eN

e w

Yor

k

1830

: Hot

wat

er r

adia

tors

inst

alle

dW

estm

inst

er H

ospi

tal,

Lond

on

1873

: Ste

am-p

ower

ed f

ans

deve

lope

dfo

r ho

spita

ls

1907: M

etr

op

oli

tan

Mu

seu

m o

f A

rt

1986

: Hea

t Pi

pe t

echn

olog

ypa

tent

ed b

y K

han

Din

h (U

.S.)

1980

s–90

s: N

ASA

use

s H

PT in

spa

ce

1996

: Dis

ney

Vill

age,

St.

Pet

ersb

urgh

, Flo

rida,

cool

ed b

y H

PT

1996

: Dal

i Mus

eum

, St.

Pet

ersb

urgh

, Flo

rida,

cool

ed b

y H

PT

1980

: Fre

on b

anne

das

a r

esul

t of

ozo

ne d

amag

e

1980

s: E

nviro

nmen

tally

frie

ndly

ref

riger

ants

Variable Air Volume

shopping1924: J.

L. H

ud

son

Dep

art

men

t Sto

reD

etro

it

1948: “N

o m

od

ern

sto

re c

an

fu

nct

ion

pro

perl

y . . . w

ith

ou

t air

co

nd

itio

nin

g“

—Pr

ogre

ssiv

e A

rchi

tect

ure

1938: “Eli

min

ati

ng

all

w

ind

ow

s in

sell

ing

sp

ace

s . . . ad

ds

to s

ell

ing

eff

icie

ncy

“—

Dep

artm

ent

Stor

e Ec

onom

ist

1950: “A

ir c

on

dit

ion

ing

has

resh

ap

ed

every

ele

men

t o

f th

e m

od

ern

sto

re“ —

Vic

tor

Gru

en

1956: So

uth

dale

Mall

Edin

aFi

rst

clim

ate-

cont

rolle

d m

all

1922: M

acy

'sN

ew Y

ork

1986: M

all

of

Am

eri

caM

inne

apol

is

1961: M

ilan

o R

inasc

en

te S

tore

“a t

echn

olog

ical

bui

ldin

g fo

r a

hist

oric

al s

ettin

g“

1963: “Th

ere

is

no

qu

est

ion

th

at

the p

ub

lic

sees

air

co

nd

itio

nin

g a

s an

ab

solu

te n

ece

ssit

y.“

—Pr

ogre

ssiv

e A

rchi

tect

ure

1997: 84%

of

mall

s air

-co

nd

itio

ned

1919: A

bra

ham

& S

trau

ssN

ew Y

ork

Firs

t ai

r-co

nditi

oned

dep

artm

ent

stor

e

2000198019601940192019001880186018401800

accu

mul

atio

nof

esca

lato

rsw

orld

wid

e

160,0

00

3,7

00

2700

1,6

00

esca

lato

r pa

tent

adj

udge

d

1829

Si

r W

illia

m C

ongr

eve

sc

hem

es f

or p

erpe

tuum

mob

ile

1859

U

.S. p

aten

t N

atha

n A

mes

re

volv

ing

stai

rs -

pro

toes

cala

tor

in

clin

ed e

leva

tor

1892

U

.S. p

aten

t G

eorg

e H

.Whe

eler

1906

M.H

ocqu

ardt

Eur

opea

n Fa

hrtr

eppe

1898

Whe

eler

’s pa

tent

sol

d to

Cha

rles

D.S

eebe

rger

1899

See

berg

er p

artn

ers

with

Otis

Seeb

erge

r ex

perim

ents

with

spi

ral m

ovin

g st

airs

und

er O

tis

1906

O

tis’s

pate

nt

co

mbi

nes

Seeb

erge

r’s a

nd R

eno’

s

1903

Ren

o’s

pate

nt s

old

to O

tis

1920

O

tis r

edes

ign

1896

Ren

o’s

incl

ined

ele

vato

rC

oney

Isla

nd

st

eple

ss e

scal

ator

1892

U

.S. p

aten

t J

esse

W.R

eno

1898

Eur

opea

n pa

tent

M.H

alle

ste

ples

s es

cala

tor

1935

M

itsub

ishi

esc

alat

or

1938

Sc

hind

ler

esca

lato

r

1941

O

tis r

edes

ign

ha

ndra

il ex

tend

ed

1985

sp

iral e

scal

ator

,

esca

lato

r w

ith c

urve

d pl

an

Mits

ubis

hi

1996

w

aved

esc

alat

or

esc

alat

or w

ith h

oriz

onta

l mid

sect

ion

M

itsub

ishi

1988

w

heel

chai

r es

cala

tor

fo

r th

e ha

ndic

appe

d

Mits

ubis

hi

1949

O

tis c

rissc

ross

esc

alat

ors

Bu

ffal

o, N

.Y.

• 19

00:

Otis

‘s f

irst

esca

lato

r at

the

Par

is W

orld

Fai

r

• 19

45:

1,60

0 to

tal n

umbe

r of

esc

alat

ors

in t

he U

.S.

• 19

45:

2,70

0 to

tal n

umbe

r of

esc

alat

ors

in t

he U

.S.

• 19

90:

7,00

0 es

cala

tors

sol

d an

ually

wor

ldw

ide

• 19

83:

Mits

ubis

hi: a

ccum

ulat

ed 1

0,00

0 es

cala

tors

• 19

70:

U.S

.: 32

9 es

cala

tors

ope

rate

in o

ffic

e bu

ildin

gs

• 19

97:

15,0

00 e

scal

ator

s or

dere

d an

nual

ly

• 19

97:

OTI

S pl

ans

accu

mul

ated

15,

000

in C

hina

• 19

96:

OTI

S re

port

s pr

oduc

tion

of 2

,050

/yea

r, 6

0,00

0 in

ope

ratio

n•

1995

: 9,

000/

year

wor

ldw

ide

- 30

,000

exi

sts

in t

he U

S

0 / year

300 / year

600 / year

900 / year

1200 / year

1500 / year

U.S. - Escalators annual sales

1970

1980

1990

1,40

4

1,32

7

• 19

93:

Mits

ubis

hi: a

ccum

ulat

ed 2

0,00

0 es

cala

tors

• 19

89:

Mits

ubis

hi: a

ccum

ulat

ed 1

5,00

0 es

cala

tors

• 19

74:

Mits

ubis

hi: a

ccum

ulat

ed 5

,000

esc

alat

ors

total number of escalators doubles every ten years

the escalator enables the department store

installations of the escalator

invention and evolution of the escalator

• 18

92–9

6: s

tepl

ess

esca

lato

rs in

stal

led

in B

loom

ingd

ale'

s, N

ew Y

ork

• 19

06:

esca

lato

rs in

stal

led

in B

on M

arch

é, P

aris

;• 19

00:

Otis

's f

irst

esca

lato

r at

the

Par

is W

orld

Fai

r

• 19

01–3

: esc

alat

ors

inst

alle

d in

Mac

y's,

New

Yor

k

• 19

20:

esca

lato

r re

desi

gned

for

hor

izon

tal s

tepp

ing

on/o

ff

• 19

01:

esca

lato

rs in

stal

led

in G

imbe

l‘s, P

hila

delp

hia

• 18

95–9

6: s

tepl

ess

esca

lato

rs in

stal

led

in H

arro

d's,

Lon

don

• 19

02–3

: pat

ent

adap

tatio

n fo

r Lu

na P

ark

at C

oney

Isla

nd

• 19

14:

esca

lato

r in

Mits

ukos

hi s

tore

, Jap

an

• 19

49:

esca

lato

r pa

tent

adj

udge

d fr

om O

tis

cris

scro

ss a

rang

emen

ts f

or t

he B

uffa

lo D

epar

tmem

t st

ore

• 19

35:

Japa

nese

Mits

ubis

hi e

scal

ator

• 18

59: r

evol

ving

sta

irs p

roto

esca

lato

r U

.S. p

aten

t

• 19

11: e

scal

ator

in t

he L

ondo

n un

derg

roun

d

• 19

05: 8

esc

alat

ors

in a

fac

tory

in L

awre

nce,

Mas

s.

• 19

18:

esca

lato

r pr

ofit

form

ula

for

5 &

10

Cen

ts S

tore

s, N

ew Y

ork

• 19

06: M

acy'

s co

unts

cus

tom

ers

on e

scal

ator

s an

d el

evat

ors

• 19

85:

Land

mar

k To

wer

, Yok

oham

a

• K

obe

Har

borla

nd C

anal

Gar

den

• 19

88: O

daky

u Sh

inju

ku S

tatio

n

Esca

lato

r pr

otot

ype

Otis

, Par

is E

xpo

1900

with a single escalator able

to move 7,000–8,000 people per hour,

the world's escalators

can move the world's population in less than 4 days

chronology of ©Perception of Identity© (in progress)

1: Psychological and Sociological thinking Increasing possibility for communicating potential identities correlates with growing theoretical framework on identity.

2: Marketing and its Projective Technique

3: Segmentation and Quantifiable Measurements Segrmentation defined by Lifestyles, Personality, Values, and Trends

4: Communication of Identity Advertising and the Development of Consumer Culture

Added Value

2000198019601940192019001880186018401820180017801760174017201700168016601640162016001580156015401520150014801460

mass identity crisis

id-ego-superego

idem identity identification

identity

symbolic interactionism

Marcel Mauss Self as culturally, historically malleable category

1816-1840

stimulus substitution

emotional conditioning

emotional mining

single source data

data mining

0.0

0.2

0.4

0.6

0.8

1.0

• 4

,208 m

illio

n ye

n

• 5

,093

• 5

,847

• 6

,535

• 7

,508

• 7

,883

• 8

,389

• 9

,055

• 9

,620

• 1

0,3

07

• 1

0,6

33

• 1

0,9

08

• 1

1,7

45

• 1

3,1

61

• 1

4,6

27

• 1

6,0

46

• 1

6,7

93

• 1

6,5

26

• 1

5,8

91

• 1

6,4

35

• 1

7,5

53

• 1

9,1

62

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 4

,092 m

illio

n ye

n

• 4

,550

• 5

,068

• 5

,702

• 6

,554

• 7

,086

• 7

,572

• 7

,993

• 8

,369

• 8

,468

• 8

,887

• 9

,145

• 9

,882

• 1

1,2

67

• 1

2,7

25

• 1

3,5

92

• 1

3,4

45

• 1

2,1

72

• 1

1,0

87

• 1

1,2

11

• 1

1,6

57

• 1

2,3

79

0.0

0.2

0.4

0.6

0.8

1.0

• 6

70 m

illio

n ye

n

• 7

97

• 8

77

• 9

51

• 1

,119

• 1

,281

• 1

,450

• 1

,565

• 1

,739

• 1

,857

• 2

,230

• 2

,382

• 2

,577

• 2

,962

• 3

,354

• 3

,741

• 3

,866

• 3

,692

• 3

,417

• 3

,473

• 3

,743

• 4

,073


Japan total Magazine ads.


Japan total TV ads.

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 6

02 m

illio

n ye

n

• 7

04

• 8

11

• 9

08

• 1

,169

• 1

,061

• 1

,264

• 1

,330

• 1

,425

• 1

,501

• 1

,612

• 1

,633

• 1

,727

• 1

,879

• 2

,084

• 2

,335

• 2

,406

• 2

,350

• 2

,029

• 2

,113

• 2

,082

• 2

,181

0.0

0.2

0.4

0.6

0.8

1.0 • 3

,333

• 3

,125

• 2

,888

• 2

,604

• 2

,472

• 2

,295

• 2

,325

• 2

,288

• 2

,127

• 1

,872

• 1

,674

• 1

,374

• 1

,245

• 1

,110

• 9

28

• 8

09

• 6

92

• 4

71

• 4

82

• 3

98

• 3

07

• 2

36

• 2

03

• 2

10

• 1

76

• 1

43

• 1

25

• 5

7

• 2

mill

ions

of po

unds

UK total TV ads.

0.0

0.2

0.4

0.6

0.8

1.0 • 3

,571

• 2

,949

• 2

,874

• 2

,806

• 2

,631

• 2

,545

• 2

,597

• 2

,902

• 3

,206

• 3

,119

• 2

,772

• 2

,507

• 2

,334

• 3

1 m

illio

ns o

f po

unds

• 9

6

• 1

20

• 3

4• 1

07

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02

• 8

9• 7

8

• 7

8• 7

8

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6

0.0

0.2

0.4

0.6

0.8

1.0 • 3

44

• 5

83

• 4

81

• 2

96

• 2

43

• 1

94

• 1

57

• 1

49

• 1

63

• 1

39

• 1

59

• 1

11

• 1

• 2

mill

ions

of po

unds

• 9

mill

ions

of po

unds

• 1

49

0.0

0.2

0.4

0.6

0.8

1.0

• 4

51

• 4

37

• 4

02

• 4

24

• 4

78

• 5

41

• 5

87

• 5

67

• 5

04

• 4

60

• 4

09

0.0

0.2

0.4

0.6

0.8

1.0

• 4

,208 m

illio

n ye

n

• 1

9,1

62

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 4

,092 m

illio

n ye

n

• 1

2,3

79

0.0

0.2

0.4

0.6

0.8

1.0

• 6

70 m

illio

n ye

n

• 4

,073

0.0

0.2

0.4

0.6

0.8

1.0

1.2

• 6

02 m

illio

n ye

n

• 2

,181

Japan total Magazine ads



0.0

0.2

0.4

0.6

0.8

1.0 • 3

,333

• 2

mill

ions

of po

unds

UK total TV ads.

0.0

0.2

0.4

0.6

0.8

1.0 • 3

,571

• 3

1 m

illio

ns o

f po

unds

0.0

0.2

0.4

0.6

0.8

1.0 • 3

44

• 5

83

• 2

mill

ions

of po

unds

• 9

mill

ions

of po

unds

0.0

0.2

0.4

0.6

0.8

1.0

survey samplingstatistical research lead by Alfred Politz

DuPont's Cohort studyMONITOR

1958 "Typologies" by Dichter's Institute for Motivational Research

VALS-2

Segment OneVALS

Shoppers typologyEating typology

Cycle of Life

Fashion shoppers typology

Psychographics

JapanVALS

Motivation Research Living Cube

Photosort™

Category Sculpting™

PATPictured Aspiration Technique

Sensations™

Adversary Groups™

Balloons™

Emotional Sonar™

Emotional Lexicon™Emotional Bonding™

Starch Index of Advertising Recall

PRIZM™ACORN

ClusterPlusOASYSMicrovision

GeoVALS

Global ScanTarget Scan

Behaviorism1913 "Psychology as the Behaviorist Sees It" by Watson

Projection1913 "Totem and Taboo" by Freud

Psychoanalysis1896 "The Aetiology of Hysteria" by Freud

Conditioning1927 "Conditioned Reflexes" by Pavlov

Hierarchy of Needs1954 "Motivation and Personality" by Maslow

1912 "The Neurotic Constitution" by Adler

Analytical Psychology1933 "Psychological Types" by Jung

1959 "Identity and the Lifecycle" by Erikson

Projective Techniques1938 "Explorations in Personality" by Murray

TATThematic Apperception Test Sentence CompletionRorschach Test

Watson at J. Walter Thompson

Paul Lazarsfeld at ColumbiaDichter works on Ivory Soap

Bernays Crystallizing Public Opinion

Pckard The Hidden Persuaders

Gallup founds American Institute of Public Opinion

iden

tity: The q

uality o

r con

ditio

n o

f bein

g th

e sam

e in su

bstan

ce, com

po

sition

, natu

re, p

rop

erties, or in

particu

lar qu

alities un

der

son

sideratio

n; ab

solu

te or essen

tial samen

ess; o

nen

ess.

abso

lute id

entity: ,th

at asserted in

the

metap

hysical d

octo

rine o

f Schellin

g th

at min

d

and

matter are p

hen

om

enal m

od

ification

of

the sam

e sub

stance.

perso

nal id

entity (in

Psycho

log

y), the co

nd

ition

o

f fact of rem

a inin

g th

e same p

erson

th

rou

gh

ou

t the vario

us p

hases o

f existence;

con

tinu

ity of th

e perso

nality.

ind

ustrial evo

lutio

n; w

as also a co

mm

ercial evo

lutio

n: co

mm

od

ification

of leisu

re, fashio

n

system, b

reaking

up

of so

cial bo

rders, n

ew

form

of b

usin

ess and

com

mercial

org

anizatio

ns, n

ew m

arket infrastru

cture.

rom

anticism

: the q

uesst o

f auth

enticity as a

critiqu

e of m

od

ernizatio

n; n

aturaln

ess, em

otio

nal g

ratification

, ethn

ic / natio

nal

cultu

ral values, h

app

y do

mesticity, n

atural

wo

men

.

1850 - 1870: pro

spero

us m

id-V

ictorian

years, in

ternatio

nal exh

ibitio

ns d

om

estication

of

natu

re.

1880 - 1930: mass p

rod

uctio

n o

f con

sum

er g

oo

ds, g

eog

raph

ical / social sp

readin

g o

f the

market, ratio

nalizatio

n o

f form

and

o

rgan

ization

of p

rod

uctio

n.

Ford

ism: 1920s, first p

roclaim

ed g

eneral

ideo

log

y of afflu

ence.

1950s / 1970s: org

anizatio

n m

an, afflu

ent

society (J.K

. Galb

raith)

N eo

-liberalism

: Thatch

erism, R

eago

no

mics

Narcissism: "Narcissism is the pathology at the heart of a consumer society in which the boundaries between the private and the public world - like the narcissist's boundaries between the self and the other, inside and outside - are dangerously blurred."

Postmodernism: " The shift form Fordism to post-Fordism, from organized to disorganized capitalism, from commodities and exchange values to commodity-signs and sign-value. This shift has been made possible by information technology which also allows for increasing precision in segmentation targeting to consumer groups which are defined by lifestyle rather than by demographic

zero-sum-game: In a context of low economic growth consumption appears to be a loosing strategy in a zero-sum-game. Our contemporary positive evaluation of consumption depends on the assumption of open-ended economic expansion.

"fin

ger

pri

nts

", d

efin

ed in

Ori

gin

al

Ency

clo

ped

ia.

"co

nti

nu

ou

s, lo

cate

d in

th

e d

eep

" as

sel

f-co

nce

pti

on

, an

d a

s se

lf-i

mag

e.

"nam

e, a

rtif

act

of

inte

ract

ion

", N

elso

n F

oo

te,

Soci

olo

gy,

def

init

ion

des

tin

gu

ish

ed f

rom

Fr

eud

's; "

app

rop

riat

ion

of

and

co

mm

itm

ent

to

a p

arti

cula

r id

enti

ty o

r se

ries

of

iden

tity

".

"in

de

Cer

teau

"Pr

acti

ce o

f Ev

eryd

ay L

ife"

, 198

4

"pro

cess

' vis

a v

is 'c

on

tin

uo

us'

"id

enti

ty"

reac

hed

to

gen

eral

ity.

"sam

e o

f a

per

son

or

thin

g a

t al

l tim

e"

Dic

hte

r sa

ys "

Mo

st o

f u

s tr

y to

exp

lain

ou

r b

ehav

iou

r in

an

inte

llig

ent

way

,wh

en v

ery

oft

en it

is n

ot.

"

Alf

red

Po

litz

calle

d "

mo

tiva

tio

nal

res

earc

h

"pse

ud

o s

cien

ce"

and

"p

ure

un

adu

lter

ated

b

ald

erd

ash

,". Er

nes

t D

ich

ter

calle

d P

olit

z's

trad

itio

nal

st

atis

tica

l res

earc

h "

no

se-c

ou

nti

ng

".

1570

BIL

LIN

GSL

EY E

ucl

id V

.def

.iv.1

29 "

This

lik

enes

s, id

emp

titi

e, o

r eq

ual

litie

of

pro

po

rtio

n

is c

alle

d p

rop

ort

ion

allit

ie.

1603

HO

LLA

ND

Plu

tarc

h's

Mo

r. 6

5 "

That

th

e so

ule

of

this

un

iver

sall

wo

rld

, is

no

t si

mp

le,

un

ifo

rme

and

un

com

po

un

ded

, bu

t m

mix

ed..

of

a ce

rtai

ne

po

wer

of

iden

titi

e an

d o

f D

iver

sity

.

1654

Z. C

oke

Lo

gic

k (1

657)

88

"Cau

sall

Iden

tity

is

no

t th

em t

hat

ag

ree

in A

ccid

ents

."

1669

GA

LE C

rt. G

enti

les

I.I. i

ii. 2

1 "T

hat

th

e Ph

enic

ian

s w

ere

ori

gin

ally

Can

aan

ites

, is

man

ifes

t fr

om

th

e Id

enti

tie

of

thei

r La

ng

uag

es".

1751

HA

RR

IS H

erm

es W

ks. (

1841

) 23

3 "I

s it

no

t m

arve

llou

s, t

her

e sh

ou

ld b

e so

exa

ct a

n

iden

tity

of

ou

t id

eas?

"

1839

MU

RC

HIS

ON

Silu

r, S

yst.

I. x

xxv.

474

"Th

e o

rgan

ic r

emai

ns

are

of

gre

at in

tere

st in

es

tab

lish

ing

th

e g

eolo

gic

al id

enti

ty b

etw

een

th

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res

of

the

Du

dle

y d

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ict

and

th

ose

of

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tan

t p

arts

of

Gre

at B

rita

in.

1855

H. S

PEN

CER

Pri

nc.

Psy

cho

l. (1

872)

II. V

I. vi

. 59

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sts

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l .. i

s o

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led

iden

tity

."

1876

TA

IT R

ec. A

dv.

Ph

ys. S

t. v

iii. (

ed.2

) 20

3 "T

he

iden

tity

of

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ian

t lig

ht

and

hea

t".

1863

FA

WC

ETT

Pol.

Eco

n. I

I. ix

. 265

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ere

is n

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iden

tity

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inte

rest

s b

etw

een

th

e em

plo

yers

an

d e

mp

loye

d".

1879

FR

OU

DE

Cae

sar

vxiii

. 298

"u

nit

ed ..

by

iden

tity

of

con

vict

ion

".

£583 million



£3,571 million£3,333 million

Advertising ExpenditureU.K. (television, newspaper, magazine, radio)

• 1

88

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Bra

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the

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¥4,092 million

¥1,237,900 million

¥670 million

¥407,300 million

¥602 million

¥218,100 million

¥4,208 million

¥1,916,200 million

Advertising ExpenditureJapan (television, newspaper, magazine, radio)

Evolution of air conditioning (� Air Conditioning, 124–25)

Index to evolution diagrams

Evolution of identity (� Psychogramming, 572–73)

Evolution of the escalator (� Escalator, 338–39)

Diagram by SZE TSUNG LEONG and SRDJAN JOVANOVIC WEISS Diagram by HIROMI HOSOYA and MARKUS SCHAEFER

Diagram by SRDJAN JOVANOVIC WEISS

Project on the City II Evolution

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