Examination of Prestigious Mass-Housing Identity via The Slogans: Cases in Izmir, Turkey





architectural identity, consumption, housing slogans, mass-housing, promotional strategies



The paper aims to make a critical examination of the current prestigious mass-housing projects through the promotional slogans to understand the relationships between the promotional and architectural strategies.


In the research, the archive-based surveys were conducted by utilizing the framework of the case study method. The data were collected from the websites and electronic catalogues of the cases and analysed comparatively to reveal the messages given by the promotions and manifested in the architectural formations.


The study makes categorizations for the slogans and architectural services of the cases, and proposes that the promotional and architectural identities of the projects refer to a template that provides the sale guarantee, and therefore, cannot be broken easily to present the alternative living manners.

Research Limitations/Implications

The study is limited with the 20 similar-scale projects with independent sections of more than 50 households, addressing to the high-income level with the prestigious or luxurious qualities, and built, used, or under construction in the period covering 2015-2021, in Izmir city-centre and peripheries.

Social/Practical Implications

In social respect, the findings point out the common interdisciplinary genes creating the templates of the consumer society by manifesting that the high price is related to the services provided within the housing settlement but not the quality of architectural solutions.


The paper tries to uncover the possible effects of the slogans in shaping the mass-housing identity for the high-income level, and reveal the close relationship between the consumer society and promotion of architecture, which results in selling housing projects at high prices with the same promotional and architectural templates.


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Author Biographies

Oğuzcan Nazmi Kuru, Izmir Yasar University

Oğuzcan Nazmi Kuru received his B.Arch. from Izmir University of Economics and M.Sc. from Yaşar University in the major of architecture. He currently studies on housing design quality and mass-housing, and works at Nezih Architectural Office as an architect.

Fatma İpek Ek, Yaşar University

Fatma İpek Ek attained her B.Arch., M.Sc., and Ph.D. from Izmir Institute of Technology in the major of architecture. She published on housing design in Turkey, and the architectural design quality in mass-housing. She currently works at Yaşar University, Department of Architecture, as an academician.


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How to Cite

Kuru, O. N., & Ek, F. İpek . (2021). Examination of Prestigious Mass-Housing Identity via The Slogans: Cases in Izmir, Turkey . ICONARP International Journal of Architecture and Planning, 9(2), 919–942. https://doi.org/10.15320/ICONARP.2021.186