The urban brewery
The effects of an increasingly global and mass produced marketplace has led to a change in consumer values. In an attempt to mediate the current marketplace where consumers are beginning to experience exhaustion as their choices continue to increase, the consumer is employing new means of determining value. Value is increasingly being sough by the new consumer beyond the product itself, and includes the consideration of product customisation and honest production practice and promotion. Despite the development of techniques to mediate the current state of the consumption environment, there is a lack of research into how this could be explored through architecture. This thesis argues that architecture can be used to support the changing nature of the consumption environment, through a physical interpretation of the social needs of the new consumer. A reassessment of the environment designed for consumption is necessary, in order to physically facilitate the increase of consumer awareness of consumption habits and the effects of their given choices. The layout of this research is broken into two main bodies of work. Part one focuses on the architectural proposition through an analysis of literature, whilst part two explores the fundamental facets of the design solution. The new consumer addressed within the literature and alongside the case study and site analysis is translated spatially, throughout this design led research. The architectural application of new consumer ideals within a consumption program has resulted in the design - The Urban Brewery. The brewery program showcases the potentials for social values to be transformed into a spatial dialogue. Successful facilitation of the new consumer is sought through increased engagement between people, product and program. This thesis concludes that architectural integration of social values and spatial organisation is important to the construction of the future consumption environment.