TOTAL HEALING ENVIRONMENT AND SEDUCTION IN CONTEMPORARY CONSUMPTION SPACES

Abstract

This thesis explores the nature, manifestations and design implications of the phenomenon of seduction and other power strategies often used in the design of contemporary consumption spaces to impose certain experiences and ultimately fulfil higher consumption goals. Predominant is a belief that these strategies manipulate users¿ sensorial and emotional experiences in such a way that their behaviour and subjective well-being are threatened.

This research challenges these perspectives by arguing that current design strategies should not be understood as necessarily negative phenomena. It further hypothesises that seduction may, in fact, have certain healing potentials resulting from the seductive experience of a place itself, that arise from pleasant sensual and symbolic interactions with space ambience.

The study uses multidisciplinary, self-investigative and phenomenological research frameworks. Employing a critical review of available theories and on-site indicative post-occupancy evaluation of four shopping malls in Singapore and Belgrade, this research attempts to build a new theoretical concept of seduction. Challenging the notions of consumption space, power and health, it links the knowledge on multi-sensorial experience, aesthetics and the contemporary healing paradigm, which involves primarily the concept of the total healing environment.