Behind the scenes of happiness
Experience marketing "brandlands" such as VW's Autostadt or Nike Towns want to involve their visitors emotionally. In his latest book, theater and film scholar Christian Mikunda analyzes the psycho-dramaturgy of such "third places".
Experience marketing "brandlands" such as VW's Autostadt or Nike Towns want to involve their visitors emotionally. In his latest book, theater and film scholar Christian Mikunda analyzes the psycho-dramaturgy of such "third places".
At home, the TV exudes pure boredom, in the office it's not as much fun as it used to be, so the only option is to flee to the "third place". This refers to locations such as shopping malls, lounges or theme parks - postmodern versions of the marketplace, in other words, where emotional productions are intended to provide distraction and a good mood. Welcome to the third place", Christian Mikunda takes the reader on an extensive study trip to such "3rd places". The expedition takes him to the Volkswagen city of Wolfsburg, to Helmut Lang's contemplative perfume store macj New York (where only one perfume bottle is on display at a time), to the artificial beach of the Japanese "Ocean Dome" and, of course, to marketers' favorite destination: Las Vegas.
Animating acoustics
As a doctor of film and theater studies, Mikunda analyzes these now cult consumer venues with the eye of a dramaturge. A third place must therefore follow a "brain script", a script in the mind with which a story is told. For example, in the tennis department of Nike Towns, where the visitor hears a dry "plop-plop" from hidden loudspeakers. The sound, familiar from television or the court, calls up a "tennis brain script" in the consumer's mind and places them directly in the situation in which the coveted product is used.
In addition, the third location should leave a strong visual impression and represent an aesthetic "landmark". Mikunda refers to guild signs that have made valid statements to the outside world for centuries. A key on the façade, for example, means that a locksmith works here. By exploring these and other historical contexts, it becomes clear that not everything that seems new in marketing is really new.
Hidden stories
Using the example of themed hotels in Las Vegas, the author further proves that third places usually contain a "hidden history" that tells of Venice, pirates or ancient Egypt. Such classic themed worlds have a basic escapist function - they enable a temporary escape to the land of foreign fantasies. Mikunda notes a paradoxical development towards authenticity. Even thoroughly calculated "backdrops of happiness" (Gerhard Schulze) à la Planet Hollywood are increasingly perceived as authentic by a younger audience today. The author mentions the Noodles restaurant in the Bellagio Hotel in Las Vegas as a seminal example. Several types of pasta are displayed there in glass cylinders. The Italian décor matches the culinary offering. Mikunda considers this to be "artificial authenticity" or the staging of the same.
Mikunda claims to have discovered another form of expression of the apparently insatiable longing for authenticity in Volkswagen's glass factory. In Dresden, car buyers can follow the production of the luxury goods they have ordered. Anyone who buys a Phaedon will be able to be present for up to a week to observe how their new vehicle is produced. This makes transparent a process that has taken place behind closed factory gates since industrialization.
Without consumer culture, our cities would be boring, claims Mikunda. Star architect Rem Koolhaas also describes shopping as a "fundamental element of modern primal culture" and Walter Benjamin already regarded department stores as "temples dedicated to intoxication".
Two books in one year
Mikunda's reportages from the artificial paradises of our consumer world are rich in detail and vivid descriptions, making them an enjoyable read.
In other words, the author has learned from analyzing his objects how to stage a palatable reading event. An earlier such event ("Der verbotene Ort oder die inszenierte Verführung. Unwiderstehliches Marketing durch strategische Dramaturgie" from 1996) has recently been reissued and invites comparison in thesis development and narrative talent.
Walter Benjamin already regarded department stores as "temples dedicated to intoxication". > Feel the marketing. Welcome to the third place by Christian Mikunda. Redline Wirtschaft by Ueberreuter, Munich 2002. 229 pages, Fr. 60.20.
Francis Müller
At home, the TV exudes pure boredom, in the office it's not as much fun as it used to be, so the only option is to flee to the "third place". This refers to locations such as shopping malls, lounges or theme parks - postmodern versions of the marketplace, in other words, where emotional productions are intended to provide distraction and a good mood. Welcome to the third place", Christian Mikunda takes the reader on an extensive study trip to such "3rd places". The expedition takes him to the Volkswagen city of Wolfsburg, to Helmut Lang's contemplative perfume store macj New York (where only one perfume bottle is on display at a time), to the artificial beach of the Japanese "Ocean Dome" and, of course, to marketers' favorite destination: Las Vegas.
Animating acoustics
As a doctor of film and theater studies, Mikunda analyzes these now cult consumer venues with the eye of a dramaturge. A third place must therefore follow a "brain script", a script in the mind with which a story is told. For example, in the tennis department of Nike Towns, where the visitor hears a dry "plop-plop" from hidden loudspeakers. The sound, familiar from television or the court, calls up a "tennis brain script" in the consumer's mind and places them directly in the situation in which the coveted product is used.
In addition, the third location should leave a strong visual impression and represent an aesthetic "landmark". Mikunda refers to guild signs that have made valid statements to the outside world for centuries. A key on the façade, for example, means that a locksmith works here. By exploring these and other historical contexts, it becomes clear that not everything that seems new in marketing is really new.
Hidden stories
Using the example of themed hotels in Las Vegas, the author further proves that third places usually contain a "hidden history" that tells of Venice, pirates or ancient Egypt. Such classic themed worlds have a basic escapist function - they enable a temporary escape to the land of foreign fantasies. Mikunda notes a paradoxical development towards authenticity. Even thoroughly calculated "backdrops of happiness" (Gerhard Schulze) à la Planet Hollywood are increasingly perceived as authentic by a younger audience today. The author mentions the Noodles restaurant in the Bellagio Hotel in Las Vegas as a seminal example. Several types of pasta are displayed there in glass cylinders. The Italian décor matches the culinary offering. Mikunda considers this to be "artificial authenticity" or the staging of the same.
Mikunda claims to have discovered another form of expression of the apparently insatiable longing for authenticity in Volkswagen's glass factory. In Dresden, car buyers can follow the production of the luxury goods they have ordered. Anyone who buys a Phaedon will be able to be present for up to a week to observe how their new vehicle is produced. This makes transparent a process that has taken place behind closed factory gates since industrialization.
Without consumer culture, our cities would be boring, claims Mikunda. Star architect Rem Koolhaas also describes shopping as a "fundamental element of modern primal culture" and Walter Benjamin already regarded department stores as "temples dedicated to intoxication".
Two books in one year
Mikunda's reportages from the artificial paradises of our consumer world are rich in detail and vivid descriptions, making them an enjoyable read.
In other words, the author has learned from analyzing his objects how to stage a palatable reading event. An earlier such event ("Der verbotene Ort oder die inszenierte Verführung. Unwiderstehliches Marketing durch strategische Dramaturgie" from 1996) has recently been reissued and invites comparison in thesis development and narrative talent.
Walter Benjamin already regarded department stores as "temples dedicated to intoxication". > Feel the marketing. Welcome to the third place by Christian Mikunda. Redline Wirtschaft by Ueberreuter, Munich 2002. 229 pages, Fr. 60.20.
Francis Müller
