EXPERIENTIAL, BRANDED, AND LIFESTYLE SPACES: DIALOGUES BETWEEN ARCHITECTURE AND ANTHROPOLOGY was a multi-disciplinary panel that included noted authors and scholars who study theming. left to right – hai ren, john hannigan, myself, scott lukas, brian lonsway, miodrag mitrasinovic, and brian mclaren.

scott lukas is the author of two related books, the themed space. and his latest, theme park. also on the panel was miodrag mitrasinovic, associate professor of architecture at parsons, and author of the seminal total landscape, theme parks, public space. rounding out the bill were brian lonsway, associate professor of architecture at syracuse university, john hannigan, professor of sociology at the university of toronto and the author of fantasy city, and hai ren, assistant professor of east asian studies at the university of arizona. brian mclaren, assistant professor of architecture at the university of washington, moderated the discussion that followed.

the panel’s purpose was to expand on the dialogue between architecture and anthropology, and included case studies on place branding, contemporary lifestyle and retail stores, shopping malls and theme parks, and casinos around the world. i was asked to speak about my visit to dubai last april, and i presented a slideshow titled modern antiques: imaging history in dubai. in this presentation i outlined the ways in which dubai is using theming to fabricate an imagined historical identity.

MADINAT JUMEIRAH imagines a classical age.

WAFI CITY MALL imagines an ancient legacy.

IBN BATTUTA MALL imagines an islamic tradition.

WILD WADI WATER PARK imagines a rich folklore.

i then gave a brief overview of the ongoing DUBAILAND project.

after the panel session, some of the group and i made our way up the hill to the san francisco fairmont hotel’s infamous tonga room for dinner and cocktails. it was appropriate to continue our discussion on theming at one of the oldest original tiki bars in america.

the next day, both miodrag and scott were kind enough to grant me interviews regarding their work as well as my own. i hope to post the transcripts sometime soon. thanks to all on the panel for a fascinating and very fruitful discussion of theming as global cultural and aesthetic phenomenon.

here is the edited letter, in its entirety, which they published in the saturday, september sixth edition of the paper.

Recently I visited Rick Caruso’s newly opened Americana at Brand. I am a graduate student from San Francisco conducting research for my MFA thesis on thematic design; as such, the stunning architecture of Americana was a must-see.

After being on the premises for a couple of minutes, I began snapping a few pictures for my research, and was immediately accosted by an albeit friendly security guard who informed me that all student, commercial, industry and entertainment photography must be pre-approved. Basically, all photography other than personal shots of friends and family is strictly prohibited. That’s right: no pictures of the lovely greens, the fountain or the fun trolley car.

I had been to Caruso’s Grove earlier the same day, and I took copious photos there; absolutely no problem. A security guard even stopped to admire some of my shooting angles. Both here and at the Americana, I was courteous to others and did not use a tripod or a flash.

After discussing my intent with the polite Americana security guard, I was informed that I could get a photography permit from the marketing director’s office. Fortunately, the fact that I was only a student conducting research (and not someone shooting for stock photo purposes, etc.), I was able to fill out the lengthy paperwork and get a laminated pass that kept Americana’s private security force at bay.

I have two problems with this policy. First of all, there are no postings of this regulation anywhere. Secondly, as reported in the Los Angeles Times and elsewhere, the Americana at Brand is a troubling mix of public and private property, with the standards for conduct ill-defined. The streets and buildings, sure enough, are private, but the two-acre park in the center of the complex is actually public property.

By the letter of the law, at both the state and federal level, standing in this green space, I am allowed to take pictures of the public on public property. Not so at the Americana. Even if I’m standing on the streets, though, how am I to know they are private property? There are no signs, no posted regulations, not to mention that Americana is consciously designed to appear like public space.

More important, though, is the spirit of the law. What does Caruso expect to gain from this policy? Will it prevent others from lifting the idea of his outdoor shopping mall and building their own? Even explicitly private spaces like Disneyland do not prohibit guest photography of any kind; they only kindly ask that you do not bring tripods into the park (a reasonable request for the comfort of others).

My thesis research has taken me all over the world, from Dubai to Walt Disney World, from Paris to Tokyo, from Hong Kong to Macau, from Las Vegas to Southern California, and the Americana at Brand is the only place I was told I was not allowed to photograph without prior written permission.

Caruso certainly has a lot to learn about the precedent of photographers’ rights. What makes him think his shopping mall is so special that he attempt to enforce stricter regulations than at Las Vegas casinos or the Disney theme parks? This policy represents a lack of goodwill that will not be lost upon patrons of the Americana at Brand.

i’ve been asked to speak about thematic design and dubai, and i will be basing this presentation on information i gathered for the sisters in the sand project this past spring.

“this site is designed to bring together architects, anthropologists, urban planners (including professionals and academics) interested in sharing commentary, resources, web sites, readings, photos, conferences and events, and other information of interest related to consumer, branded, experiential, and lifestyle spaces.”

i look forward to contributing articles and entries from a design perspective as time allows. hopefully over time the site will grow into a robust resource for academics and design practitioners alike. by the way, scott’s new book, theme park, is available for pre-order on amazon. i for one can’t wait for it.

“the panel will address a number of new trends in this arena, including the experience economy and its connection to urban renewal, the idea of the third place—an organic, albeit consumer, space of civics—the idea of brandscapes, and the new concept of the lifestyle/flagship store. this panel will address these trends and suggest a new integration of architecture and anthropology.”

i look forward to this exciting opportunity to meet other scholars interested in theming and discuss my project.

from their website: “TEA is the only international non-profit association representing the world’s leading creators, developers, designers and producers of compelling places and experiences. our members bring the experience of engaging storytelling and entertainment to a vast number of casinos, restaurants, retail stores, museums, zoos, theme parks and an ever-growing list of destinations that aim to bring a higher level of visitor experiences world wide.”

this would be a big chance to meet and greet professionals from all over the theming industry. the cost of attending seems high, but i’m hoping that the organizers of this fine event will take into consideration my position as a grad student and let me come in for at least part of the fun. i promise not to eat any of the food.

i’ve visited france before, and i’m very familar with french culture and language. as a result, i want this particular trip to be a very ‘insular’ experience. that is, no paris. no france. only themerica. i will fly in and then board a shuttle bus directly to the resort. i will spend all my time immersed in the thematic environments of disney’s european enclave. absolutely no native flavor—nothing distinctly french. this decision, which has struck many of my peers as patently insane, is completely intentional. i want to isolate myself from what could be a nice french vacation—let’s be clear—i’m going to visit themerica.

april 17–24 i will be in dubai city, united arab emirates. the reasons for visiting dubai are two-fold. first, i will be attending the 14th annual DUBAI ENTERTAINMENT, ARTS & LEISURE EXPO (DEAL) at the dubai world trade center. this is a gathering of major players in the global theming industry; architects, designers, and marketers. second, dubai represents the future of thematic design, brandscapes, and the experience economy in the 21st century. encompassing everything from the world’s largest indoor ski mountain to completely simulated city districts, dubai is las vegas combined with disneyworld and manhattan’s times square—writ large. a city cut from whole cloth, rising from the desert heat like a mirage. i plan on visiting such thematic environments as the wild wadi water park and global village.

• WRITE a complete content outline
• PRODUCE mood board studies for thematic archetypes
• DEVELOP initial design explorations for the book layout
• WRITE a treatment of the book for publishers
• GAIN EXPERIENCE in the ‘legalities and realities’ of the publishing world

i think it would be a good idea to add some more project management-orientated widgets to aid me in organizing my work, setting and meeting deadlines, and coordinating with close collaborators and peers.

oh, and i want to mention that i type in all lowercase. hope that doesn’t bother anyone.