| dc.description.abstract | This thesis, Organic Branding, provides answers to the question, “Can interactive and organic product’s processes be promoted or enhanced by architecture?” The typology is an 81,000 square foot innovative urban, mixed-use winery in downtown Minneapolis, Minnesota in close proximity to the Metrodome and Nicollet Mall. The guiding idea is that “Holistic design, encompassing both branding and architecture, is necessary to sustain and promote local organic products and enhance their organic processes in an urban setting.” This project is justified in that, “In recent years, the demand of locally grown organic goods has skyrocketed. Along with tangible goods, the demand of relating brands to their brick-and-mortar stores is on the rise. This combination promotes an overall identifiable and sustainable business. An urban winery brings a new ecology to the city, promotes staying local, and maintains itself with a branded business model intertwined with architecture.” The theoretical premise, unifying idea, and problem statement were researched through the Mixed Method, Quantitative Qualitative Approach while following a Concurrent Transformative Strategy. KEY WORDS: viticulture, winery, organic, sustainable, architectural branding, urban, holistic, Minneapolis, local, promote, enhance, processes | en_US |
