iCAD International Course on Architectural Design | Building and environmental design Lab | Architectural management
Pop Up Florence
A Temporary Urban Center Facilities System to promote past and future qualities of Florence. Project Assignment PROJECT REQUIREMENTS The assigned topic concerns the design of a system of temporary architectures and other products to support the functions of an Urban Center in Florence and to promote the city as a brand. The system should include: • a main pavilion to be located in a suitable area of the city of Florence; • secondary and related pavilions for the promotion of Florence as a brand to be placed in town and in the vicinity of different exhibitions, events, and expo. • small and medium-sized temporary pavilions to perform some specific functions of the Urban Center • architectural and designed complementary products such as portable containers, pop-up boxes, info-points, bubbles, totems, installations,… PROJECT DEVELOPMENT To carry out the project student must: A. Taccuino. Scouting phase • give a short definition of brandscaping with specific reference to the “in-out brandism” strategies; [cfr. Architectural Brandscaping Map] • represent the main elements through which to identify Florence as a brand; • report some examples of guerrilla marketing or significant actions/ temporary installation in urban space; • describe the concept of an Urban Center including case study analysis and specification of its functions and related building requirements. B. Taccuino. Sketching phase • produce a research on temporary pavilions and other devices useful for the project; • produce a detailed study of one pavilion showing the technological system adopted for its fabrication, transportation and installation; • outline the concept of her/his own project idea. Brandscaping and digital production in architecture
prof. Giuseppe Ridolfi