A construção da linguagem de projeto de design de interiores: uma análise semiótica do ambiente do restaurante Gurumê Ipanema

Abstract

When purchasing a product or service, such as eating a meal at a restaurant, the consumer inherently acquires an experience, a concept that has been studied for about four decades and has definitions proposed by several authors. One of the existing approaches is that of the experience-centered services, whose project theoretically involves six principles: “series of service encounters and cues”, “sensory design”, “engaging customers”, “dramatic structure”, “fellow customers” and “backstage”. The experience of a meal is composed not only of the food and drink to be consumed. The scenario in which it occurs, whose design is the domain ofthe work of designers and architects, is one of the aspects that characterize it. In the case of a service provision environment, as in a restaurant, its physical facilities can be defined as a “servicescape”, a concept defined in a theoretical model anchored in environmental psychology that comprises the built environment as composed of three dimensions, “ambient conditions”, “spatial layout and functionality” and “signs, symbols and artifacts”, although perceived by individuals holistically. Based on the semiotics studies, it can be considered that the servicescape is an emitter of signs and, therefore, constitutes a language. This research aims to describe and characterize the language of the Gurumê Ipanema restaurant, its case study, with a view to the experience of its customers. This objective will be achieved through a method of semiotic analysis of space, based on the three dimensions of semiosis: “syntactics”, “semantics” and “pragmatics”. At the end of the study, a list of aspects relevant to the design of restaurant environments is generated.