The Role of Subjectivity and Seduction in Architectural Design: Multi-sensorial Aesthetic Experience in Contemporary Consumption Spaces

Abstract

In this paper we explore various formulas and power strategies often used in design of contemporary consumption spaces to impose certain experiences and ultimately fulfill higher consumption goals. Predominant in recent research is a belief that these strategies manipulate users’ sensorial and emotional experiences in such a way that their actions are considerably constrained. We challenge these critiques and focus on power of seduction and ambience, as well as user’s subjective reading of spaces, starting with the assumption that current design strategies are not necessarily negative phenomena. Recent transformations in the design of consumption spaces may result from the softening of re presentations of power, and vice versa. Using multidisciplinary, human-oriented and phenomenological approach we aim to develop an appropriate research instrument for investigating seduction as a subjective and elusive phenomenon.