The exploration of emerging trends in museum design and theory informs a redefined spatial realm for the design of the Jewish Heritage Centre of Western Canada (JHCWC). The JHCWC has been forced to respond to a growing immaterial culture as a result of the current digital revolution. As an institution they have experienced amalgamation and re-location, which has drastically reduced the exhibition and museum space at the Asper Jewish Community Campus. The design will explore a new museum paradigm that is facing technological and digital advancements. Through the exploration of the effects of a virtual culture, the dematerialization of the physical realm can become redefined with the introduction of new digital technologies and interfaces. The proposed design project explores the potentials of a hybrid space, where the virtual and physical spaces interact and come together. The project will also challenge traditional museum assumptions, while creating immersive and participatory experiences. A new spatial coding provides a narrative and representation of culture that is integrated throughout the museum. A spatial typology emerges that suggests inventive experiences of history, culture, heritage and tradition.

The exploration of emerging trends in museum design and theory informs a redefined spatial realm for the design of the Jewish Heritage Centre of Western Canada (JHCWC). The JHCWC has been forced to respond to a growing immaterial culture as a result of the current digital revolution. As an institution they have experienced amalgamation and re-location, which has drastically reduced the exhibition and museum space at the Asper Jewish Community Campus. The design will explore a new museum paradigm that is facing technological and digital advancements. Through the exploration of the effects of a virtual culture, the dematerialization of the physical realm can become redefined with the introduction of new digital technologies and interfaces. The proposed design project explores the potentials of a hybrid space, where the virtual and physical spaces interact and come together. The project will also challenge traditional museum assumptions, while creating immersive and participatory experiences. A new spatial coding provides a narrative and representation of culture that is integrated throughout the museum. A spatial typology emerges that suggests inventive experiences of history, culture, heritage and tradition.

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L'introduction des formats de distribution alimentaire modernes dans le paysage commercial des pays émergents suscite des interrogations sur l'impact que cela produit sur les comportements de consommation et de magasinage des acheteurs locaux. La persistance du commerce traditionnel, ancré dans la culture locale, couplée à l'implantation d'enseignes de distribution modernes, renvoyant à l'image « idéalisée » de l'Occident, exerce une tension sur les goûts et les habitudes de consommation autochtones. Cette recherche doctorale explore les significations culturelles données aux pratiques de consommation et de magasinage dans ces pays en s'appuyant sur une importante étude qualitative de type ethnographique réalisée au Maroc. Les résultats montrent que l'introduction des formats modernes de vente sur ce marché émergent qui porte des valeurs socio-culturelles différentes de celles des pays d'importation est à l'origine de l'apparition de comportements hybrides ou de pratiques d'adoption sélective à travers lesquels les consommateurs cherchent à articuler des codes et des dimensions symboliques contrastés en vue de donner sens à leur consommation. En outre, la dualité du système de distribution accentue la logique du jeu des classes en amplifiant les tendances au marquage social du statut via la mise en scène (au sens de Goffman) de la consommation et de l'appropriation des espaces de vente. Par ailleurs, si l'introduction des nouveaux formats de vente constitue une vraie menace pour le commerce traditionnel, elle favorise par la même occasion la réorganisation du secteur, la diversification de l'activité de ses acteurs et l'amélioration de leurs pratiques de gestion. / The introduction of modern food retail formats in the emerging countries' commercial landscape raises questions on the impact it causes on the local buyers' consumption and shopping behavior. Anchored in the local culture, the persistence of traditional business coupled with the implementation of modern retail chains that put forth an ‘idealistic' image of the Western societies causes tensions on consumers' native tastes and habits. This doctoral research explores the cultural meanings given by consumers to shopping and consumption practices in these countries based on a large ethnographic qualitative study performed in Morocco. Results show that the introduction of modern sales formats in emerging markets where socio-cultural values differ from those of the importing countries causes hybrid behaviors or selective adoption practices to emerge through which consumers try to articulate contrasted codes and symbolic dimensions in an effort to give meaning to their consumption. In addition, the dual distribution system accentuates the social class game amplifying trends in social status tagging through the staging of consumption (as per Goffman) and the appropriation of the retail spaces. Furthermore, if the introduction of new retail formats is a real threat to traditional retailers, it favors by the same token the reorganization of this sector, the diversification of the activities by its actors as well as the enhancement of their management practices.