Título:	Entre imagens da arquitetura e o planejamento estratégico : o BIG (Bjarke Ingels Group) e Copenhague
Autor(es):	Faria, Marina Borges Horácio de
Orientador(es):	Silva, Carolina Pescatori Candido da
Assunto:	Planejamento estratégico Marketing urbano Arquitetura Copenhagen
Data de publicação:	30-Out-2019
Data de defesa:	7-Jun-2018
Referência:	FARIA, Marina Borges Horácio de. Entre imagens da arquitetura e o planejamento estratégico: o BIG (Bjarke Ingels Group) e Copenhague. 2018. 245 f., il. Dissertação (Mestrado em Arquitetura e Urbanismo)—Universidade de Brasília, Brasília, 2018.
Abstract:	This Master’s dissertation aims to know how the danish architecture office BIG (Bjarke Ingels Group) how they provide their projects. Also to unders- tand what is the role of the image in their discourse and how the marketing and the relationship with the public power have boosted the recognition of their projects and consequently, a rise of the office and Copenhagen on a global scale. This debate sought to answer the question: what is the role of architecture to configure spaces not only as icons, but to reassert discourses of power and success of cities and of the responsible offices? To do so, we consider Copenhagen and BIG within a brief time retrospective between 1990 and 2015. The time range covers the changes on the poli- tics of the city and the beginning of Bjerke Ingels’ career until they both gained global visibility. The research allowed us to understand that the growth of architecture offices on the megaprojects scale is linked to the performance of government and private investors. This was noticeable in the relationship between BIG and Copenhagen from 3 aspects. The first concerns the investments in the image of the city through local office projects and was the reason that Bjarke Ingels, even at the beginning of his career, had more space on the danish market. Second, a policy that focused on sustainable Solutions and natural resources. Speech that reverberates in the projects of the BIG and attributed greater visibility to the office in other countries due to the moment of energy crises in which the sustainability ha- ppened to be more valued. Finally, Copenhagen noticed the good commu- nication skills that the BIG was establishing with the audience through their videos and his arising repercussion with architects and entrepeneurs. From this the government invested more in the propaganda of the projects developed by the office in the leaflets and advertisements of the city. The research sought to contextualize and understand the work of BIG within a much broader process and that established from the out- set relations with the demands of private agents. His performance was always oriented to the market of images and advertising and the se- arch of the iconic character of his projects. Therefore, it was from the sum of these aspects and from a symbiotic relationship between BIG and Copenhagen that both managed to promote themselves globally.
Unidade Acadêmica:	Faculdade de Arquitetura e Urbanismo (FAU)
Informações adicionais:	Dissertação (mestrado)—Universidade de Brasília, Faculdade de Arquitetura e Urbanismo, Programa de Pós-Graduação em Arquitetura e Urbanismo, 2018.
Programa de pós-graduação:	Programa de Pós-Graduação em Arquitetura e Urbanismo
Licença:	A concessão da licença deste item refere-se ao termo de autorização impresso assinado pelo autor com as seguintes condições: Na qualidade de titular dos direitos de autor da publicação, autorizo a Universidade de Brasília e o IBICT a disponibilizar por meio dos sites www.bce.unb.br, www.ibict.br, http://hercules.vtls.com/cgi-bin/ndltd/chameleon?lng=pt&skin=ndltd sem ressarcimento dos direitos autorais, de acordo com a Lei nº 9610/98, o texto integral da obra disponibilizada, conforme permissões assinaladas, para fins de leitura, impressão e/ou download, a título de divulgação da produção científica brasileira, a partir desta data.
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