The main question of this research project is the relationship between architecture, advertisement and production of space. Specifically, the ways these notions combine, collide, serve each other and how they are exploited or twisted. So what will mainly be studied here is the combination of promotion and architecture in the case of production of space. In other words, how advertisement shares elements with design and how architecture is transformed either into a product or a means of promotion.
We begin with an analysis of the structure, function and communication of advertisement and which symbolisms are contained in its messages. Also we look at how it creates and presents social relations, which systems of reference it uses and what is its main ideology. Furthermore we examine the social structure of space. The symbolisms that weigh down the space and are often accumulated in the landmarks, the invasion of advertisement to the space and eventually how through the participation of architecture in the system of production and consumption, the space turns out to be regarded as commodity and can be promoted in such way. Finally we look at the promotion, design and production of space using the former airport of Greece, Elliniko. A great example of their combination can be seen in that case. There we can observe a project which uses its design as a showcase while trying to create a new identity to that space which attempts to be constructed, clearly for economical and utilitarian profits.