Architectural Design 7

Esquisse no. 1

BULAKAN MODERN MARKET

INTRODUCTION

Market place are combining areas to gather, socialize and shop, these incredible spaces are uniquely tied to cities
and public life. Formed around commerce, market halls have the power to transform civic engagement while
helping to create community and anchor redevelopment. Responding to diverse environmental, social and urban
conditions, modern markets include varied programs and circulation systems. Made with similar formal
approaches, they share liminal conditions and blur the boundaries between public and private space. As
structures that help define neighborhood identity, markets celebrate the exchange between people and goods.

Markets have been constituted the core of town and indeed the very reason that many centres existed at all for
centuries. However, their existence has been challenged in the last decades by transformations in the retail sector.
The first and most important one is the increased competition from the large distribution, supermarkets, other
alternative cheap retail outlets and also e.commerce. There are number of reasons why consumers might favour
the new alternatives: supermarkets are perceived by consumers as cheaper, the parking and opening hours make
easier to shop (especially for the people working full time), as well as the better facilities (toilets, lighting, payment
by credit card, provision of trolleys which matter mostly to older people and those with young children).

Citizens nowadays demand and spend an increasing amount of resources in leisure activities, searching for
memorable experiences in the everyday life. Cities are the proper centres for the consumption of experiences and
they have a special role in the experience economy. The old infrastructures of the industrial production, factories
and warehouses, which dominated in the past the visual city landscape, have been replaced with the service
economy, events, entertainment sites and districts (Therkildsen et al., 2009). Places can be object of consumption
and many experiences are often “place-bound”, a fundamental part of the urban, social and economic life and,
therefore, their quality becomes a factor of urban development (Lorentzen, 2009). Place-bound experiences can
be divided into 4 categories: Events (festivals, sport events, international conferences): the final production takes
place in a specific location and in order to consume the experience the consumer has to be present in the same
place at the same time. Activities (sport activities, production or artistic activities, shopping): the location hosts
such activities because of unique features of that place (traditions, natural environment, etc.). The consumer has
to be present at the location where the experience has been offered. Services (theme restaurant, exhibitions,
theatre, cinema): the final production of the experience service takes place at particular locations and it has to be
consumed at the same location in real time. Places are more than just a container for the consumption of
experiences. They can be also seen as experience products in themselves or as part of the experience. It involves
the creation of a brand and a communication strategy, essential to produce a positive image of the place and its
qualities in people’s mind. Lorentzen has suggested that “the role of place in the experience economy is to
increase the experience value of the products on the market. The place constituent increases the experience value
by means of identity creation and the involvement of the consumer” (Lorentzen, 2009: 10).

The market experience is the perfect example of experience: going to the market is going back in time, re-
experiencing a space and an ancient sort of public life. The visitor chooses to be active in the experience: touching,
smelling and feeling the products sell in the market, socializing with the traders and the other consumers and
immerse himself in the scene. Or it’s possible not to be involved in the experience, walking across the stalls and
observing people and the market. What make the market a valid experience are the identity, the unique
atmosphere and the vibrancy of the place, unrepeatable and inimitable, symbolic of the city and its inhabitants.
According to Pine and Gilmore (1998), there are five key experience-design principles: Theme the experience: the
first and crucial step that needs to be taken is envisioning a well-defined theme in order to provide for the
consumers something to clasp the impressions they encounter. An effective theme is concise and compelling. The
market experience has an inborn theme, already connected with personal memories of people. Harmonize
impressions with positive cues: while the theme forms the base, the experience must be design with unforgettable
impressions. To create desired impressions, companies must harmonize them with cues, consistent with the
theme. Consumers to build up the experience in their minds use cues. An important section of the new strategies
for the revitalization of markets is dedicated to make the visitor’s experience more pleasant, with new services and
activities to respond to the needs of people. Eliminate negative cues: experience designer must eliminate
whatever ruins, lessen, contradicts or distract from the theme, turning the negative cue into something positive.
New systems of garbage disposal, underground and hidden logistic put into effect by the new markets are
designed to eliminate the negative cues and whatever can divert the guests’ experience. Mix in memorabilia:
certain goods (like postcards and t-shirt with logo, etc.) have always been purchased for the memories they recall.
Memorabilia becomes a physical reminder of the experience made. In the case of markets memorabilia could 12
be gadgets with the logo of the market or a cookbook with the recipes created by the markets’ chefs, etc. Engage
all five senses: the use of the sensory stimulation should support the experience. The more senses are engaged,
the more effective it can be. In the market place this key principle is intrinsic: all the senses are stimulated walking
across the aisles, touching, smelling and tasting the products displayed in the stalls, surrounded by the buzz of
people and vendors.

Markets contribute to the social, environmental and economic well being of cities. It’s possible to observe diverse
key benefits that markets can provide: economic, social, health, regeneration and environmental. The first
economic benefit, also with social implications, is that markets offer cheap and fresh food. Therefore, markets can
be especially important for poorer sections of the community, particularly at the time of recession. The low prices
offered on markets have always played a vital role in providing for many of the most vulnerable and disadvantaged
members of society, especially those with limited mobility and income.

DESIGN PROBLEM

As part of our design development in the community planning, the Modern Market will play a key function in the
strategic transformation of the centre of community. It will not be conceived as just another commercial building
but rather as a hub of services and activities and as a neighbourhood booster. The Modern Market will be designed
to have a very deep impact on the social fabric of the community. In this new context, new and alternative urban
strategies and policies must be considered, namely in the area of urban regeneration. The main idea behind the
Modern Market as a tool of regeneration in the community is “integration”: integration of dimensions of
intervention, integration of urban functions and integration of partners and resources. The New Market can thus
be seen as an opportunity to foster and create intelligent spaces within the community. We can call it an
“innovation hub”: the main idea behind this concept is that we can use commerce, in particular of basic goods such
as food and beverages, as a driving force of urban regeneration and redevelopment. The market will be a “fusion
place” where different uses coexist, such as traditional commerce, education and learning, shopping and
entertainment or community functions. In fact, the market as an innovation hub fosters a wide variety of
interactions and the appearance of mixed-use environments, blurring the boundaries between physical, digital,
economic, social and cultural spaces. Multi-professionalism and mixed-use is the main feature of these creative
communities, where we can find a high density of knowledge intensive workers, who look for quality of life,
inclusive environments, social and cultural diversity and digital and physical connectivity. In other words, they are
good places to work, live, learn and play.

DESIGN CONSIDERATION

The architectural design and layout of the Modern Market will provide a scheme for organizing a range of different
uses of the single or two level covered space. Uses will include at least: retailing of fresh produce; assembly of
produce; wholesaling by farmers and vendors; meat and fish sales; the retailing of other goods such as clothes
and utensils, cafes, restaurants and food stands, spaces equipped for co-working, meeting rooms and education
spaces, spaces devoted to municipal and community social activities. One of the basic questions the plan will need
to address is whether retailers selling the same products should be grouped together. If stalls are laid out
randomly then impulse sales will be promoted, but it will be more difficult to create a competitive selling
environment and consumers will not be able to perceive differences in quality and prices. However, if retailers are
grouped by line of products, competition will be greater, which will be more beneficial for the consumer. On
balance, the grouping of specialized uses is the more effective method. Some uses may not be compatible with
each other (e.g. a repair workshop with a butcher's or fishmonger's stall) and they should be located in different
sections of the market or at least separated by a main path or aisle.

In general, the market layout should not be disorienting and it is thus necessary to arrange the circulation system
so that there is a hierarchy of spaces, with at least one major central space around which there are minor spaces
serving other functions. The enclosure of space, by arcades and open gallery will make the Modern Market more
comfortable to use. A common mistake is to make the market space too large as empty spaces are not conducive
to providing an atmosphere favourable to selling. Simple standards that can be adopted are that the maximum
dimension or diameter of a space should be 20 to 25 meters and the density of usage of the space should be not
less than 15 to 30 square meters of public space per person. A good rule of thumb for the proportion of minor
pedestrian routes is to try and make the width not to exceed the height of the surrounding buildings. Equally
important to ensuring that the space feels lively is that there should be social, creative and educational activities
occurring on the upper floor (e.g. such as the opening up of small scale shops) and that the centre of any larger
space has some form of central focus such as a fountain, a piazza or public notice board. Contemporary retail
covered markets are fringed by small scale individual shops - which can be little more than stalls enclosed by
permanent infrastructure. Such shops can be as small as 5m². The intention should be to make the units available
at low rentals so that they can be afforded by local creative industries, thus encouraging the retention of wealth
created in the community. Another feature of the Modern Market should be the provision of facilities such as
seating for people to rest while shopping. Space also needs to be provided for street musicians, dancers and other
outdoor events. As there could be a conflict with regulations and police authorities in allowing such events (on the
argument that they obstruct sidewalks or encourage loiterers) and the best approach is often to provide a
specified location such as a raised platform or bandstand, where the events can take place. Essential components
of the Modern Market will be places, such as cafes and food stands, where both traders and shoppers can sit and
relax. Such stands provide food at affordable prices and the employment they give can be of critical importance for
providing incomes to families who would find it difficult to find other forms of work.

In sum, the Modern Market of will be a mixed-use space, one that can be described as a true integration of
different functions in time and space. This is different from a type of development that compartmentalizes the
various uses within a community or a landscape. For example, implementing multi-functionality within
communities creates spaces that have multiple purposes. Due to their access to diverse uses in one place, these
spaces can contribute to a community’s vitality. As well, these multi-functional amenities often appeal to diverse
community members, including activists, artists, academics and social entrepreneurs, allowing them to act as
incubators for new ideas, knowledge exchange, shared experience and experimentation. This connection of
diverse communities can inspire innovative thinking and provide opportunities for collaboration and partnerships
across traditional boundaries.

The planning of the municipal market of Bulakan will devote particular attention to issue of transport, logistics,
waste collection and energy co-generation in a sustainable perspective. It will first of all represent a way to further
enhance the rural-urban cooperation that has already been promoted in the last few years within the wider
municipal market policy. Producers will find in the Market the way to the final consumer and for some of them
opportunity will open to sell their products directly to the consumer through the Market. Furthermore, the
presence of the Market could provide the ideal conditions for the development of “green” and local brands and
possibly a traceability system with a quality charter for products from the Bulakan countryside.

The functioning of the New Market will also adopt an innovative approach to waste minimisation and management
mainly based on the separation of waste for recycling/composting and reduction in the use of packaging and the
use of recycled/biodegradable packaging. The New Market will put in place recycling facilities to separate waste so
that it can be recycled or disposed of appropriately and technologically ready to convert waste into a resource for
future use elsewhere.

THE SITE:

Markets were usually located in the centre of a town and mostly square. The size of the modern market is
necessarily wider, to absorb the new parking space, logistic and waste management system and to renew the
variety of stalls, products and activities inside the market. The Modern Market is requiring a lot size is 10,000
square meter located within the new location or at the existing location of the Bulakan municipal market.

ARCHITECTURAL DRAWING REQUIREMENTS:

1. Design Concept Sheet

2. Site Development Plan
3. Floor plans
4. 2 – Elevations
5. 1 – Section
6. Perspective:
a. Areal Perspective
b. Exterior Perspective
c. Interior Perspective

Submit in A-3 size papers, write your name and year and section, combine your plate and save the file
in PDF format. To be submitted on February 2, 2021 .