Between uniqueness and standarisation - gated community as an complex consumer product
The Faculty of Humanities AGH University of Science and Technology Krakow, Poland
The reorganization of time and space, reconfiguration of local and global and finally, the role of everyday choices and lifestyle, which are the background of the late modernity, get together in the Warsaw gated communities. The paper presents how this new urban form is used by different actors: both individual and institutional to promote new modes of consuming and experiencing urban fabric and how gated communnities are able to construct new identities. The process of gating is analyzed by investigating highly marketized discourses that have taken place for last 12 years in Poland. By critically dissecting process of gating author points out to the sophisticated way of creating image of new product at the housing market. The exceptional cases and solutions prepared to interest clients, such as panic rooms or extra heated roofs cannot change the actual character of GC which base on standardisation. This kind of physical space, despite all external atributes of differences and highly aesthetic character must assure the predictable environment for potential buyers.