The article “Building the Empire of the Gaze: The Modern Movement and the Surveillance Society” by Peter Jones talks about the connection between the architectural principles of the modern movement and the emergence of a surveillance society. In Peter Jones’s eyes, he believes that modern architecture plays a major importance on transparency, light, and openness, which then plays a significant role in the development of a culture of surveillance.
The author starts explaining and talking about the historical background of the modern movement. More specifically during the interwar period when architects strived to establish a more rational and efficient society. He speaks on how the modern movement focusing on functionalism and efficiency led to a desire for transparency and openness, which encouraged a culture of surveillance. Jones states that modern architecture, particularly in the form of the glass curtain walls, allowed for the creation of new methods of surveillance and control.
Along with this, Jones explores the role of surveillance in modern urban planning, the form of zoning and the arrangement of space. He proposes that zoning segregates different uses of space, which leads to a greater control and surveillance of individuals’ movements and actions.
In conclusion, Jones maintains that modern architecture’s principles were instrumental in developing a culture of surveillance. Therefore, architects should consider the political and social implications of their designs and how they may contribute to the surveillance society.
Figure 1. View of self serve area in Market of Choice
The design of Market of Choice plays a significant role in influencing customer behavior and creating a sense of control within the store. It also highlights the complex ways in which architecture can influence customer behavior and create a sense of control and surveillance. According to Peter Jones’ article, modern architecture, particularly the use of glass curtain walls, can allow for new forms of surveillance and control. In the case of Market of Choice, the store’s layout and design are intended to guide customers and influence their behavior, potentially contributing to a culture of surveillance through the use of transparency and openness.
Looking into the store’s interior design with its natural materials and lighting play a role into a sense of transparency and openness, then creating a culture of surveillance. The lighting is bright and creates a sense of unison and consistency across the board that further reinstates Market of Choice branding and creates a sense of order and control. However, the use of surveillance in Market of Choice is likely not malicious or overt but rather subtle and embedded within the store’s design and branding. Market of Choice focuses on healthy and natural foods, as well as its commitment to sustainability and community, suggesting that the design was intended to create a positive and welcoming environment for customers. By knowing these connections, designers and architects are able to create more intentional and ethical spaces that prioritize the needs and experiences of the people who use them.