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Vortrag
Thu 21/05/2015 18:15pm
FH Joanneum Graz: Lecture von PAMELA C. SCORZIN
Graz

OPULENCE! On Scenographic Branding
Increasing numbers of contemporary luxury labels in the global economy use scenography as a new successful branding tool. At the same time, brand culture and Scenographic Branding strategies have become crucial characteristics of the current design system. Scenographic Branding
is used in a variety of ways in our globalized consumer and event culture as well as in the so-called new Experience Economy. Creating and staging labels, providing information on them by way of scenic story-telling and emotionalizing, have become very popular and, last, but not least, decisive market factors. Moreover, designing brand experiences is about setting the stage and allowing consumers to participate in the story. Scenographic Branding herewith stresses origin, heritage, ownership, authenticity and identity in a globalized world of anonymous goods, and shows that, unless on a cow, a brand is more than a logo! The lecture deals with some new methods and significant rhetorics as well as striking aesthetics of innovative Scenographic Branding in the fashion world’s store architecture, retail design, window dressing, shows, films, photography, illustration and websites.

Pamela C. Scorzin
Prof. Dr. Pamela C. Scorzin M.A. is an art, design and media theorist, and Professor of Art History and Visual Culture Studies at Dortmund University of Applied Sciences and Arts, Department of Design, Germany. Born 1965 in Vicenza (Italy), she studied European Art History, Philosophy, English and American Literatures, and History in Stuttgart and Heidelberg, obtaining her M.A. in 1992 and her Ph.D. in 1994. She
was an assistant professor in the Department of Architecture at Darmstadt University of Technology from 1995 to 2000. After completing her habilitation in the history and theory of modern art there in 2001, she was a visiting professor in Art History, Media and Visual Culture Studies
in Siegen, Stuttgart, and Frankfurt am Main. Since 2005, she is a member of the German section of AICA. Her current areas of research include scenographic design and contemporary global art. She has published (in German, English, French and Polish) on art-historical as well as cultural- historical topics from the 17th to the 21st century. She currently lives and works in Dortmund and Milan.

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