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Fabricação digital na arquitetura efêmera, de estandes em feiras comerciais, aplicada em visual merchandising

  • Miotto, Juliano
Publication Date
Jan 01, 2016
Repositório Institucional da UFSC
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Abstract : The introduction of new digital technologies in the design process and materialization might contribute in all phases of project development and production. The digital fabrication enables control data, customizes, adapts and modifies the digital features. This allows producing from prototypes to complete building. However, it is necessary the professional's approach in the entire process, from design concept to manufacture.Thus, this research aims to identify ways of contribution the use of digital fabrication in ephemeral architecture, in trade fairs, applied in visual merchandising. First, it established a theoretical intersection about the concepts of digital fabrication, ephemeral architecture and visual merchandising. Following, it identified the stands' characteristics, in trade fairs, in which the digital fabrication brought some differential and it also the techniques applied. Finally, a study at a trade fair was made, this had the goal of know if the exhibitors knew or used digital fabrication and/or visual merchandising in their stands. Also, it know the visitors? perception about this trade fair.In order to collect data, the questionnaire technique was chosen. This questionnaire was applied to visitors and exhibitors in a trade fair in Chapecó city/SC, Brazil. After data collection, graphs were developed and interpreted. This research realized that the ephemeral architecture, in this case, stands in trade fairs, it might be potentiated by digital fabrication techniques. Especially, regarding formal exploration, customization, quickness in the design process and manufacturing. Likewise, visual merchandising can contribute to strengthening of the brand identity and product, comprising the architecture as an essential aspect to appeal the consumer. However, through this study, it was found that the digital fabrication and visual merchandising are little explored, it shows that is necessary spread this techniques in order to valorize the ephemeral architecture.

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