Barcelona
Tower
Millennials represent the largest living generation in the United States, making them prime targets for any marketing campaign. But because they have altered what has been considered the norm through their new purchasing patterns and social behaviors, hospitality brands are having to reinvent their marketing strategies to engage this group.
For example, one of millennials’ defining traits is that they place more value on traveling and new experiences than they do on tangible items. In fact, millennials make up more than one-third of the world’s hotel guests, and it is anticipated that they will reach more than 50 percent by 2020. Therefore, hotels and hospitality brands need to ensure their marketing campaigns create a sense of experience for millennials because traditional marketing is not as enticing.
Group Project, additional credit to Jay Kundumadathil
An urban analysis shows that residents of Barcelona cycle through three main activities: work, rest, and leisure. Focusing on three prominent neighborhoods of the city, varying uses of these functions fluctuate through out the day. Often age is a large influence in these activities. Neighborhoods with an older population tend to be quieter during the night, whereas younger neighborhoods are most active at night.
Taking this analysis and applying a hierarchical function to the different programs of the project, a spiral emerges. This spiral develops into a pragmatic section shown adjacent. Spaces with intensity are spread even throughout the tower. However program spaces that are more intense are segregated by height in the tower. Programs attracting the nightlife crowd are found at the top of the tower to not disturb the other guests and residents in the area of the site.
Much consideration was given to show the view points. Using a custom-written script, the tower will give guests and patrons uncompromising views of Barcelona. Views include the Sagrada di Familia, the beach, the surrounding Cerda grid system, and the mountains that serve as a remarkable backdrop to a highly energetic city.
Undergraduate Design 7, 2018