Dissertation/Thesis Abstract

Modern Public Market to Revitalize a Small Community
by Bentley, Kate J., M.A., The George Washington University, 2016, 81; 10125621
Abstract (Summary)

For thesis, I will explore the resurgence of public markets in a variety of settings by analyzing branding strategies and design features that mold tradition to contemporary tastes. Our contemporary culture has a love affair with food. Not only are chefs celebrities but our society is more conscientious of food preparation and origins. This emerging interest started a revolution in public markets. Public markets are not a “new” idea. They have been in existence for centuries. Beyond providing food for the local community, they are responsible for providing improved economic factors and more social opportunities than supermarket shopping. The new markets are considered food entertainment establishments. Many of them have bars, restaurants, and cooking classes added for a sophisticated shopping experience. Thankfully, our society has a had a shift in the way we spend our money and time. Food offers a way for people to connect with themselves as well as each other. Being a more sophisticated audience, design has become a crucial element in establishing a successful business. Sleek construction and nods to historic origins give an authentic vibe to markets while integrating modern conveniences like refrigeration. Branding and Packing also play a role. Consumers have so many options that marketing and image attract customers and illustrate the artisanal properties of markets today. By analyzing the history of public markets both foreign and domestic, I will illustrate how they have come full circle in their usefulness, contributing to local economies and societal changes.

For my proposed project, I would like to illustrate how to bring the modern public market into a suburban setting. Using all the attributes such as farm-to-table sourcing, con- struction, branding, and design I would like to represent the public market in an area with less population and analyze how it would affect the surrounding environment. For guidance on the process, I will analyze the following design and architecture firms, Edens, Jensen Architects, and AvroKO.

My research up until this point has included but is not limited to the following: Books, social media, online references, and site visits. Thankfully, I have at least one historical public market in close proximity, Eastern Market on Capitol Hill. The new trendy version of a public market is Union Market, located in NoMa neighborhood.

Originally, public markets were conceived out of necessity. Farmers needed a centralized means of selling and distribution of products and materials. Consumers did not have cars and modern supermarkets had yet to be invented. Thus, public markets came into existence and did much more for the community than provide a means to purchase food. They became a means to support the community by providing economic and social enrichment. Patrons and vendors created a sense of community. Good design fosters functionality and success of a market.

In conclusion, public markets have a positive effect on local economy, providing healthy food alternatives, employment opportunities and a sense of community pride.

Indexing (document details)
Advisor: Ames, Benjamin
Commitee:
School: The George Washington University
Department: Corcoran School of Arts and Design
School Location: United States -- District of Columbia
Source: MAI 55/05M(E), Masters Abstracts International
Source Type: DISSERTATION
Subjects: Design, Architecture
Keywords: Cape Charles, Modern public market, Public market, Revitalization
Publication Number: 10125621
ISBN: 9781339836935
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