Interacciones urbanas y representación industrial: la imagen de la arquitectura agroindustrial decimonónica del Marco del jerez

• Autores: José Manuel Aladro Prieto, María Murillo Romero, José Peral López
• Localización: La imagen de la industria: VI Seminario Internacional sobre Patrimonio de la Arquitectura y la Industria. Propaganda, representación y percepción como patrimonio, 2019, ISBN 978-84-09-10223-5, págs. 469-490
• Idioma: español
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• Resumen

  • The sherry origin denomination area (El Puerto de Santa María, Sanlúcarde Barrameda and Jerez de la Frontera as capital) would become an extraordinary economic emporium thanks to the wine business in the middleof the nineteen century. At the end of the century the cities of the sherrywine had been transformed based on the wineries constructions. This specific industrial typology would redefine the urban center and it would buildthe first historic outskirts.Throughout these decades the image of wine architecture evolve independently of constructive or functional factors, even typological, whichwould be maintained with great stability. The interaction between the urban center and the industrial building will be the determining factor in theaesthetic evolution of the wineries. In those decades we also find somesymbolic matter with the will to generate company image throughout theconstruction of the wineries. Stylistic issues will have little impact on thearchitecture of the wineries, which is why they are incorporated in a fragmented way. This incorporation is difficult to place in the eclectic globalcontext of the winery society.This evolution, which has the functional and unornamented architecture ofthe first large wineries as its starting point, will focus its efforts on the progressive increase of the attention given to the aesthetics of the winery,mainly in the urban facades of these constructions. This facade will be thegenerator element of the scenography of the winery-city. Urban and corporate image will be merged in the winery facade, becoming this elementsof business representation in prints, labels and advertising maps. Thecommercial projection of some companies will be associated to the diffusion of the urban image of the industry.