O arquiteto e o mercado imobiliário residencial na cidade de São Paulo no século XXI (2000-2011)

• Ano de defesa: 2013
• Autor(a) principal: Moraes, Sandra Regina Casagrande de
• Orientador(a): Perrone, Rafael Antonio Cunha
• Banca de defesa: Florio, Wilson , Fonseca, Antônio Cláudio Pinto da , Vargas, Heliana Comin
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Arquitetura e Urbanismo
• Departamento: Arquitetura e Urbanismo
• País: BR
• Palavras-chave em Português: mercado imobiliário; verticalização; produto imobiliário; agente imobiliário; marketing imobiliário
• Palavras-chave em Inglês: real estate Market; verticalization; real estate product; real estate agente; real estate marketing
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ARQUITETURA E URBANISMO
• Link de acesso: http://dspace.mackenzie.br/handle/10899/25820

The product presented by architects for the vertical residential real estate market in the XXI century in the city of São Paulo is the main target of this research which envisages the discussion of the transformation of architecture into an object of consumption by means of the strong marketing influence and the conversion of the role of the architect in the production process and definition of the real estate product, whose factors are related to less creative and more technical matters such as the rationalization of buildings, space optimization, the best use of the potential and the search for constructive financial results. This production is a major part of the architecture practice and the construction of cities, which is an important field of scope of the architect s action, often underexplored in the academic milieu. It also explores the architectural designs that were based on this market and converted the project in the product, which on the other hand, converted the lot on which the building is inserted in a real estate development, hence creating the rift between the external appearance (façade) with the body or the shape of the building, and introduced the formal-aesthetic element in the shaping of the real estate product in order to reproduce the lifestyle as a differentiated consumption and distinct social environment. All is directed towards the professionalization of the architect in a market that seeks architectural processes not only with aesthetic and functional solutions, but also involves solutions, results and both technological and financial viability. The vertical integration also stands out as a remarkable phenomenon in the city from the beginning of the XXI century which is responsible for drastic changes in the profile of the city.