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Presentazione Di Powerpoint corso di laurea UPTA / aa. 2017-2018 / corso_zero_la_città_che_cambia / prof. Daniela Lepore I LUOGHI DEL COMMERCIO Dal mercato al mall (già in crisi) passando per il supermercato info e credit foto E’ IL MERCATO CHE FA LA CITTÀ Altra caratteristica che deve coesistere perché si possa parlare di “città” è l'esistenza di uno scambio regolare e non solo occasionale di merci sul luogo dell'insediamento quale elemento essenziale del guadagno e dell'approvvigionamento degli abitanti: cioè l'esistenza del mercato. Però non tutti i “mercati” fanno dell'abitato, in cui hanno luogo, una “città”. Le fiere periodiche ed i mercati … nei quali s'incontrano a data fissa commercianti che vi convengono per vendere le loro merci all'ingrosso e al minuto fra loro od ai consumatori, avevano spesso la loro sede in luoghi che noi chiamiamo “villaggi”. Noi vogliamo parlare di “città” nel senso economico solo nei casi in cui la popolazione stabile copre una parte economicamente essenziale del suo fabbisogno giornaliero sul mercato locale ed in particolare prevalentemente con prodotti che la popolazione locale e quella degli immediati dintorni ha fabbricato oppure acquistato per la vendita sul mercato. Ogni città nel senso qui usato è “luogo di mercato”, ossia possiede un mercato locale quale centro economico dell'insediamento, sul quale, in seguito all'esistente specializzazione della produzione economica, anche la popolazione non cittadina copre il suo fabbisogno di prodotti industriali o di articoli commerciali o di entrambi contemporaneamente e sul quale naturalmente anche i cittadini stessi scambiano fra loro le specialità ed i prodotti occorrenti per il consumo delle loro aziende. È un fatto del tutto normale che la città ... presentandosi come una formazione distinta dal paese, sia tanto sede di signoria o di principato, quanto luogo di mercato; non di rado nella città, oltre al mercato locale, hanno luogo anche mercati interurbani ai quali intervengono commercianti che vi affluiscono da altri centri. Ma, nel senso qui usato della parola, la città è un insediamento mercantile. Max Weber, La città, 1922 (tr. It. 1950) corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 2 GLI SPAZI DEL MERCATO/ANTEFATTO Nelle città italiane (ma non soltanto italiane) siamo abituati a ritrovare con grande evidenza gli spazi antichi del mercato, quasi sempre trasformati con il tempo in grandi (e famose) piazze. Spesso, inoltre, restano ancora vivi benché molto trasformati, dei percorsi caratterizzati dalla vita commerciale, a cui si sono affiancati (o sostituiti) nel tempo altri spazi specializzati e tipici della città moderna: gallerie e strade coperte (i Passagen o Arcades di cui parla Benjamin), i grandi magazzini, i centri commerciali (mall e ipermall). Da qualche anno si assiste infine (già) alla crisi dei grandi shopping mall, e ad un dibattito sulle iniziative che possono aiutare a resistere (o a rinascere) i cosiddetti centri commerciali naturali. corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 3 NAPOLI Il nostro storico mercato si svolgeva periodicamente nello spazio noto appunto come Piazza Mercato. Vediamo come ce lo racconta una Guida del Seicento. corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 4 NAPOLI / IL FORO MAGNO ... Tirando avvanti, s’entra nel Foro Magno, da noi detto il Mercato, luogo forse il più ampio che veder si possa in Italia, occupando dodeci moggi e due quarte di spatio, esclusa la nuova piazza fatta avanti la chiesa del Carmine. Et in questo luogo in ogni settimana ne’ giorni di lunedì e venerdì, s’uniscono e venditori e compratori, e vi si vede quantità di robba comestibile, frumenti, farine, biade, legumi, animali d’ogni sorte per macello, secondo i tempi, et ogn’altra sorte di robba all’uso humano necessaria; in modo che si può equiparare ad ogni più famosa et ampia fiera che si faccia nel nostro Regno. Questo luogo anticamente stava fuori della città, poi da Carlo Primo fu ridotto dentro delle mura nell’ampliatione che egli fece della città, e della porta di questo se ne mostreranno le vestigia quando s’anderà ad osservare la chiesa del Carmine. Notitie del bello, dell’antico e del curioso della città di Napoli per i signori forastieri date dal canonico Carlo Celano napoletano, divise in dieci giornate, Giornata IV, Napoli, 1692 corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 5 SIENA corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 6 VERONA corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 7 PADOVA corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 8 LA NASCITA DI LUOGHI SPECIALIZZATI PASSAGES/PASSAGEN corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 10 PASSAGES Il primo passage, originariamente in legno (la Galerie de bois) apre a Parigi nel 1786, nei giardini del Palazzo Reale. Poi diventò in pietra e arrivò a contenere 355 negozi, diventando una della maggiori attrazioni della città. corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 11 PASSAGES Il primo passage fu inaugurato a Parigi nel 1786, costruito nei giardini del "Palais Royal" per volere del Duca d'Orléans. Arrivò a contenere 355 negozi, diventando una della maggiori attrazioni della città. Inizialmente costruito principalmente in legno, fu dotato nel corso degli anni di una solida struttura in muratura e di un'ampia copertura in vetro, che ne fecero il più grande passage mai costruito. Il massimo sviluppo di questi particolari luoghi del consumo sono stati i primi anni dell'Ottocento, anche grazie agli investimenti dei primi capitalisti. Nell'Ottocento, da tipica architettura francese, il passage si diffonde nelle principali città europee, comunque non raggiungendo mai la ricchezza e l'opulenza dei passage parigini. I passage sono contraddistinti da un massiccio utilizzo di vetro e ferro, materiali che lo sviluppo dell'industrializzazione ha reso disponibili su larga scala. Inoltre, essendo tipicamente materiali "moderni", conferivano un aspetto moderno all'intera costruzione, andando a rappresentare la grande soddisfazione dell'uomo ottocentesco per il proprio sviluppo tecnologico. Altra caratteristica è l'adozione in un vasto spazio dell'illuminazione a gas, che sostituisce quella a olio. Infine il passage ha modificato completamente il significato dell'acquisto per una parte consistente della popolazione. Infatti la borghesia, frequentatrice classica del passage, trasforma l'acquisto in occasione per vestirsi in modo elegante, per vedere e farsi vedere. Caratteristica che coincide con la voglia di questa classe, in forte ascesa sul piano sociale, di possedere nuovi beni per accrescere e affermare il proprio status sociale. https://it.wikipedia.org/wiki/Passage_(architettura) corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 12 IL GRANDE MAGAZZINO Ora siamo a Londra e questo è il grande magazzino Selfridge, nel 1909 corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 13 IL GRANDE MAGAZZINO A partire della seconda metà dell'Ottocento, il passage è costretto a subire la concorrenza di un nuovo luogo di consumo: il grande magazzino. Il grande magazzino infatti, sfruttando le possibilità di una produzione industriale sempre più di massa, propone dei prodotti a un prezzo più basso rispetto al passage (prodotti di conseguenza più scadenti che necessitavano di un "contenitore" — il grande magazzino — lussuoso e prestigioso per soddisfare le esigenze della nuova borghesia). Non riuscendo a competere con le innovazioni proposte dai grandi magazzini (come il prezzo fisso applicato direttamente sui prodotti), i passages costruiti dopo il 1860 convertiranno la loro natura di luogo di consumo per assumere lo status di monumento. Alla fase della monumentalità appartengono anche importanti gallerie italiane come la Vittorio Emanuele II di Milano, l'Umberto I di Napoli e la Subalpina di Torino, inserite in quel contesto di competizione culturale tra le varie città italiane, che mirava a promuovere le rispettive città di appartenenza al ruolo di capitale della nazione unificata. https://it.wikipedia.org/wiki/Passage_(architettura) corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 14 IL GRANDE MAGAZZINO / GALERIE LAFAYETTE A Parigi compare la Galerie Lafayette. Qui il reparto dei guanti. corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 15 IL GRANDE MAGAZZINO Ancora gli spazi della Galerie Lafayette corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 16 IL GRANDE MAGAZZINO Di nuovo Londra, grandi magazzini Harrods corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 17 IL GRANDE MAGAZZINO / HARRODS Di nuovo Londra, grandi magazzini Harrods corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 18 IL GRANDE MAGAZZINO / NOTTE corso di laurea UPTA/Daniela Lepore / corso_zero_la_città_che_cambia / ottobre-novembre 2017 19 IL MALL VICTOR GRUEN E L’INVENZIONE DEL MALL Victor Gruen è un architetto viennese, emigrato in America dove sbarca nel 1938, “con una laurea in Architettura, otto dollari, e niente Inglese”.
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