SHUJIE LIU
Cybernetic Future of Amazon Go
Studio Project | Group Work | May 2022
Instructor: Farzin Lotfi-Jam, Christopher A. Battaglia
Team: Shujie Liu, Jialiang Huang, Jun Hu
As the first people to be digitized, our attitude towards privacy directly determines what kind of future we will have. AmazonGo opens up an oppotunity for the mega tech-corp to execute surveillance capitalism. This study of AmazonGo leads us to create a responsive architecture desgin that gives an open opportunity for the user, the people, to realize and watch what is inside the black box, enabling us to perceive the hidden dimension. The design is a public architectural space inside a megastructure owned by Amazon and functions as a museum to show the hidden process of data surveillance to the people. The inputs are translated into program spaces, then put into a sequence of viewing order that we designed for the users. The whole navigating experience inside the space is theatrical, as the staging is what the amazon patent could be and how the facility works.
The first Amazon Go store, which opened on February 25, 2020, in Seattle, is situated in close proximity to Amazon HQ and the iconic Spheres. The diagram illustrates the store’s advanced, sensor-based shopping experience. Upon entering, customers scan a QR code, enabling them to simply pick up items and leave without the traditional checkout process. Throughout the store, a multitude of cameras and sensors track each customer’s interaction with products, from selection to purchase, ensuring an effortless and seamless shopping experience. Upon exit, customers scan the QR code once more to complete their transaction, receiving a digital receipt that details their shopping duration and expenses. This innovative approach marries convenience with technology, redefining the retail landscape.
Continuing with the data collected at the Amazon Go store, the diagram illustrates the multifaceted approach to customer data gathering and analysis. Through a combination of biometric, behavioral, and biographic metrics, the store creates a comprehensive profile for each visitor. This convergence of real-time and empirical data enables Amazon Go to not only streamline the shopping experience but also to tailor it according to individual preferences and behaviors, offering a level of customization and convenience unprecedented in brick-and-mortar retail.
Following the comprehensive data gathering and analysis at the Amazon Go store, the information is securely transmitted to a dedicated Data Center located at 1122 3rd Avenue, Seattle. This state-of-the-art facility is a nexus of computational power, where vast amounts of biometric, behavioral, and biographic data are processed. The results are multi-fold; on one hand, they contribute to improving Amazon Go services by tailoring shopping experiences, as seen in the potential to adjust inventory based on item popularity among specific demographics. On the other hand, the data serves broader applications, influencing product development, marketing strategies, and even third-party collaborations, as indicated by the empirical data usage stats.
The introduction of Amazon Go presents a pivotal moment for the mega tech-corporation to engage in surveillance capitalism, a scenario where traditional notions of personal privacy and public space are disrupted and reshaped by an algorithm-driven capitalist model. We identified each patent or surveillance techniques and ascertain their specific functions and intended uses. These patents are systematically organized into designated spatial programs, ensuring their seamless integration within the broader framework.
The megastructure transcends the mere physical confines of a building, extending its influence far beyond, across the city and even the nation. In our envisioned future, depicted in the axonometric drawing of Seattle, Amazon’s forthcoming patents play a pivotal role in shaping the daily lives of its inhabitants. In this scenario, every aspect of human existence, including behaviors, emotions, and social interactions, is quantified and assessed by Amazon, essentially turning human experiences into measurable entities. This concept of ‘Amazon Priceifying’ human elements reflects a profound and pervasive impact on society.
Network Map of Amazon Go
Infrastructure based on Seattle.
The infrastructures included:
Stores (H&E)
Drone Center (I)
Headquarter (A)
Harbor (C&D)
Data Center (B)
Factory (F)
Distribution Center (J)
Train Station (K)
Underground Tunnel & Viaduct
Spatial Sequence in Plan and Section
This spatial arrangement is then organized into a specific sequence of viewing that we have crafted for the visitors. The journey begins in the warehouse, leading next to the Amazon Go and farm area, followed by Amazon Books and the offices, and culminating at the data center. This progression is designed as a series of connected spatial syntaxes, where users will experience a variety of movements such as ascending, descending, encountering sudden transitions, and looping back.
The experience of moving through the space is designed to be theatrical, with the staging representing potential Amazon patents and the functionality of the facility. Users navigate the megastructure in a wandering fashion, enjoying the freedom to choose their own path and what aspects to observe. This creates a dynamic and interactive environment, where the journey itself becomes an integral part of the overall experience.
We analyze the distinct features, technologies, and human interactions of each patent to understand their applications and objectives. Following this, we classify them into appropriate spatial programs where they can be effectively integrated into the city. Subsequently, we assess the necessary space required to operate these facilities efficiently. These patents are then interpreted as various types of spaces, which are collectively assembled into a larger, cohesive structure blending into the cityscape. This methodical approach ensures that each patent finds its rightful place in the grand design, contributing to the overall functionality and aesthetic of the megastructure.
