Balance

Commercial

TU Wien, 2018, Bachelor Project
Advisor: Wolfgang Kölbl
Research: Pamela Maldonado Vallejos, Elisa Moschner, Valerie Glaser
Project: Pamela Maldonado Vallejos

The project is based on the limbic theory from neuromarketing. This theory deals with the choice decision processes in the brain and differentiates between three emotional types: stimulation, balance, and dominance. The balance type is the target group for the design. For the Balance type, the shopping experience is a slow, personal, and leisurely stroll. The organization of the space should be clear so that no errors disturb the experience.

When customers enter the store, they find themselves in a large - seemingly empty - space. After the first steps they see the clear spatial structure: a repetition of walls and niches. These spaces offer an introverted and private atmosphere where costumers can browse the products in peace or just hang out - there is always something new to discover in the strict arrangement. The logic repeats itself on every floor.

The context and the community are of significance for the balance type. The building is intended to be more than a shopping center. Some rooms are primarily available for social exchange and relaxation on the third and fourth floors: a cafe with a roof terrace and a multi-purpose room. In addition, events could take place on every floor (in the “empty” area), thus ensuring Florisdorf is a quiet and protected place to stay and shop.