The Pursuit of Individualism in a Globalised World

Abstract

This thesis investigates how globalisation has contributed to the erosion of individuality in architecture and design, using Mallorca’s transformation during the tourism boom of the 1960s and 70s as a case study, with particular focus on Cala Mayor. It examines how unregulated urban development during this period undermined the island’s cultural and architectural identity, and it proposes a framework for restoring architectural individuality through sustainable, community- oriented design strategies.