W02 START

Start

Interactive Multimedia Installation

for “Festival della Creatività”

@ Fortezza da Basso Florence, 2009

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START is an installation that showcases the aspect of the spectacle in architecture and its superficiality. It touches on mediatic consumer goods and the banal and shocking object used as a promotional vehicle for multinational brands or as cultural cosmetics for economic and political affairs.

The installation is an opportunity to highlight one of the most discussed and controversial  aspects of contemporary architecture: The Glamorous and The Fashionable.  Glamour and Fashion are often considered ‘the dark side’ of architecture and tied to sex, power and success.  As a result, they are often critiqued and looked down upon. The goal of this project was, without prejudice to focus on the new frontiers in architecture and design in today’s consumer society, taking into consideration the areas of experimentation, technological innovation and communication.