A globalized world

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Introduction

"A globalized world is one of increasing instantaneity, where communication media enable people in disparate locations to experience events simultaneously."

Globalization happens without us even realizing it. It is a result of the progressively closer contact between human societies across the globe, which is supported by the advance of technology. Airplanes, ships, telephone, Internet have made global transportation and communication very easy and can be done in a short amount of time.

The term "Global Village", coined by Marshall McLuhan (1992), describes the situation where boundaries between national, cultural, and political spaces that have collapsed because the fast speed of communication. Globalization has also blurred the boundary of the "real" and the "imaginary".

This essay will talk about how the globalization give opportunities and becomes inspiration to create the design of F1 Café and Exhibition in Utopia Project.

Singapore as an Imaginary World

Uniquely Singapore

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The speed of transportation has increased significantly in this era of globalization, which makes traveling around the world become fast and easy. As nation without natural resources, Singapore is dependant on tourism to boost it economy. The "Uniquely Singapore" brand was launched in 2004 to boost the tourism sector in Singapore. Since then, Singapore has planned and organized unique tourist experience through enhancement of identified tourism area (Orchard Road, Marina Bay, Singapore River, and Chinatown) and also organizing world-class event (first Formula One night race in 2008 and Youth Olympic Games in 2010).

With the key advantage of strategic geographical location, Singapore has been a junction of trading and cultural route. Since the 1990s, Singapore has always tried to be relevant to the world and also tries to become the most globalized country. Recently, Singapore has been trying to remake itself into the "Monaco of the East". The new Integrated Resort and Casino is trying to mimic the glamorous lifestyle of Monaco, not to forget the new Formula One street circuit that previously was only owned by the historical Monaco Grand Prix.

Singapore has become a tourism paradise. It provides a wide selection of tourist's attraction with unique experiences. In the end, Singapore has transformed itself into an "Imaginary World".

Glocalization of F1 in Singapore

After understanding the context of Singapore and the demand in its tourism industry, it is decided to create a new concept of F1 Café and Exhibition. In 2007, a five-year deal was signed by Singapore GP Pte Ltd, the Singapore Tourism Board and Bernie Ecclestone to hold world's first Formula One night race at Marina Bay Street Circuit, Singapore.

This has been a great success for Uniquely Singapore's campaign. The three-day event held over the weekend of 26-28 September had attracted approximately 50.000 visitors from around the world. As a world event, Singapore F1 Grand Prix has also been able to draw a large numbers of global television audiences, which help to expose Singapore to the world.

Unfortunately, with a street circuit, F1 in Singapore can only be experienced once a year. Therefore, Singapore needs a "monument" to keep the awareness alive. F1 café and exhibition will act as a permanent exhibition so tourists can experience F1 in Singapore throughout the year. Besides, F1 café and exhibition will also bring revenue and open more job opportunities for Singapore.

Yet, apart from boosting the tourism, Singaporean themselves are lacking of enthusiasm for F1. Although there is 13% increase in F1 audience in 2007 compared to 2006, Singaporean still sees F1 as a mere tourist attraction event. That's why, through the design, F1 café and exhibition must be able to glocalize the global brand of F1 while also globalize the new concept of the F1 café and exhibition itself to the world.

Designing an Imaginary World

Simulacra

The idea for the F1 café and exhibition design is to create a utopia, where people can experience the excitement of F1 race inside the space. This idea is similar to simulacra. Simulacra are a representation of something, a copy of a copy. Representation stands in between the sign and the real. Even though representation is utopia, in the end it is still a copy, the fundamental of the representation is axiom.

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This representation will create simulation. Simulation is not pretending, it threatens the difference between the "true" and the "false", the "real" and the "imaginary". Therefore, to create the F1 Utopia, first it must be able to blur the boundary of reality and imagination.

F1 café and exhibition is the representation of the F1 street circuit. The elements inside the space will also be a representation of what's happening in an F1 race. This representation create a hyperreal, that bring brings out the imaginary world of F1.

Case Study: Sleeping Beauty Castle of Disneyland Paris

"In Fantasyland, guests enter an extraordinary world found only in their dreams - and in the fantastic worlds of Walt Disney."

Disneyland is one of the examples of the imaginary world. It plays with illusions, blurring the boundary between the real and the imaginary. This fantasy world was achieved through deep research and understanding of the context. The team of "Imagineer" needs to understand the both world to create contrast between the real and the imaginary. The design must be whole, following a set of story rules that creates the fantasy environment of the place: the colour, the ambience, the detailing, usage of symbols, etc.

As a centerpiece of Disneyland, Sleeping Beauty Castle has the task of uniting the overall creative theme of Disneyland. The designer opted for fanciful castle. The ideas for the castle was cherry picked from the remarkable chateaux. They took the inspiration and took a next step in order to make it uniquely Disney.

The F1 Global Design

The design for this F1 café and exhibition must be able to break through the boundary of cultural preferences and the boundary of the "real" and the "imaginary". The aim in the design is to create a utopian space where you can experience the F1 racing inside the space. This aim will be achieved through the concept of "Overtaking Maneuver".

The concept of "Overtaking Maneuver" is derived from the racing line of the cars at the first corner after the start and few overtaking that happened in Singapore GP 2008. From the analysis of the racing line, it is understand that there are overlapping, intersection, and zigzag movement between the normal racing line and the overtaking maneuver, those are the keywords for the concept.

The keywords are later translated into a form, which will be adapted into the site. This form will act as the representation of the racing line inside the space so when people enter the space, they will feels like they are entering an F1 race itself.

To stimulate the excitement and tension of F1 race, in the exhibition part, the visitors will be served with detailed information of F1. They will be given chance to sit in the cockpit of the F1 car. There are also simulators that will provide the visitors chance to experience driving an F1 car.

The dining area itself is a continuation of the exhibition. There will be car and car parts floating above the dining to represent accidents in F1 racing. Using the representation and the stimulation of experience, the design will bring out the imaginary world of F1.

To enhance the experience, the selection of materials is also taken from the materials that are usually used in F1. The form is made from carbon fiber which is the material that is most used to make an F1 car. The flooring and wall covering material is from tar and rubber, which are usually used for circuit surface and tire.

References :

  • Anheier, Helmut K. & Isar, Yudhishthir R. eds. 2008. The Cultural Economy. Los Angeles; Singapore: SAGE.
  • Bateman, A., 2009. How Brands Work. [Online]. Available at: http://www.interbrand.com/paper.aspx?paperid=62&langid=1000 [Accessed 15 March 2010]
  • Baudrillard, J. c1994. Simulacra and Simulation. Ann Arbor: University of Michigan Press.
  • Berger, Peter L. & Huntington, Samuel P. eds. 2002. Many Globalizations: Cultural Diversity in the Contemporary World. Oxford; New York : Oxford University Press.
  • Eriksen, Thomas H. ed. 2003. Globalisation: Studies in Anthropology. London: Sterling, VA: Pluto Press.
  • Global Policy Forum. 2010. Defining Globalization. [Online]. Available at: http://www.globalpolicy.org/globalization/defining-globalization.html [Accessed 14 March 2010]
  • Littaye, A & Ghez, D. 2002. Disneyland Paris: from Sketch to Reality. Paris: Nouveau Millenaire.
  • Mooney, A. & Evans, B., 2007. eds. Globalization: The Key Concepts. London; New York: Routledge.
  • O'Loughlin, J., Staeheli, L. & Greenberg, E. eds. c2004. Globalization and Its Outcomes. New York: Guilford Press.
  • Ray, Larry J., 2007. Globalization and Everyday Life. London ; New York, N.Y. ; Milton Park, Abingdon, Oxon: Routledge
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