애플스토어에 나타난 기념비적 표현에 관한 연구

초록

This study examines monumental expressions that appear in the Apple Flagship store, demonstrating the most striking contemporary architectural style. This study draws on concepts of monumental attributes in modern architecture, focusing on the discourse on monumentality in the 1920-40s and the “Monumentality and the City” forum in 1981. Monumental characters of architecture include adherence to the principle of geometrical proportion, an isolated mass providing a landscape on a vast scale, a 'single cell' revealing rustic materiality and structural perfection, and symbols conveying social meaning. The Apple Store is a result of spatially morphing the intrinsic properties of digital technology. It indicates a single transparent volume with glazed glass and seamless façade that conceals structures and joints. The transparency of the mass allows the floor and roof to be easily identified. The Apple store's urban platform that extends into the surroundings and its vast roofs, occupies a public place like an town plaza, and its iconic logo symbolizes the Apple store as a place for the gathering of people who share an identity as iPhone users. The Apple store symbolically reveals general modern technological sociality, representing our era with monumental expressions. The Apple store inherits the monumental expression agreed upon and perfected by the modern architecture, but it also functions as a contemporary iconic place by expressing the changed techno-social nature and publicity.

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