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Month: November 2014

Squares Consumption

Squares Consumption

In Brazil, its installation is associated with the process of modernization of the country, demonstrated for the sped up taxes of urbanization and industrialization in the end of the decade of 1950 and in elapsing of the posterior decades. In 1966 the first one in So Paulo was constructed, the Shopping Center Iguatemi, introducing a new modality of commercial center in the city, generally installed in regions next the consumers to high income. From years 80, these enterprises had gained visibility national, passing for a process of popularizao and expansion in sped up rhythm, being able already to be considered ' ' new centralidades urbanas' ' (PRONIN, 2004:241). According to given of the ABRASCE (Brazilian Association of Shopping Centers, established in 1976) until the end of this year already will be more than 400 units spread for the country. Many of shoppings traditional remain destined to the greater users generally purchasing power, fact related to its localization in traditionally nobler regions. However, searching new consumers, in the last few decades, adaptations make possible that they were become enlarged for different regions that they were turned toward users of other social levels, but still thus remaining the exclusion of great parcel of the society to if basing on the consumption power as possibility of access to this space As Padilha (2005) what we observe today is a hibridismo, therefore shoppings had left to function to only take care of consumption demands, following the logic of accumulation through the transformation of elements of daily the urban one in merchandise had started to also exert the paper of main points of meeting and polar regions of leisure and services in the city contemporary. ' ' Squares of meeting, cinemas, expositions of art, banks, academies of gymnastics, schools and until centers of sade' ' they are found in these centers. It enters the strategies of this market is the increment of the activities of leisure and the services to attract the frequency and the consumption.