Event Cities and Pop-Up urbanism
objective “This project seeks to mend the disconnect between a temporary event (often relegated to a cloistered exhibition center far from the city core) and the city fabric through the analysis, master planning, and pavilion design of Pitti Uomo, a men’s fashion and art festival in Florence.”
Cultural context 3 pillars of italian culture
Market
Ritual
Processional
Market Interface between buyers, Sellers
> Antique Fair + Market - Arezzo
Padiglione Centrale - Pitti Uomo
ritual Event, mass influx of people
> Italian Mass
Thom Browne SS10 Presentation
processional Linkages used to craft meaning through sequence
> Processional - Castiglion F’no
Pathway - Fortezza da Basso
Pitti Immagine 7 YEARLY Events: 14-17 Jun, 2011: UOMO 80, PITTI W 8 23-25 Jun, 2011: BIMBO 73 5-7 Jul, 2011: FILATI 69 21-23 May, 2011: MODAPRIMA 70 9-11 Sept, 2011: FRAGRANZE 9 23-25 Sept, 2011: TOUCH!, NEOZONE, CLOUDNINE 10-12 March, 2012: TASTE 7
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Pitti Uomo 79 Statistics Basic info: Dates: 11-17th January, 2011 Location: Fortezza da Basso
numbers: 1,100 collections 23,000 buyers (7,700 worldwide) ~7,000 journalists and sellers
Special events: Trussardi 100th anniversary, Gareth Pugh @ Orsanmichele, Alberta Ferretti runway show, Fabio Quaranta and Andrea Incontri presentations, among others.
Current Location:
Fortezza da Basso
Maps + Diagrams
Figure Ground
Geography
Paths
Landmarks
Composites
Final Route
Venues
Market
Ritual
1. Mercato Centrale
2. Ospedale Degli Innocenti
3. Giardino Della Gherardesca
Processional * Stazione S.M.N. Walkway Design:
5. Cinema Odeon A. Raised Platform
4. Piazza Della Repubbblica
6. Palazzo Strozzi B. Mirror Glass (Interior) 8. Orsanmichele
7. Mercato Nuovo
C. Foliage Canopy 9. Palazza Pitti D. Mirror Glass (Exterior)
*
Start: Stazione SMN
1
Mercato Centrale
Relevance: Modern market, contains a large amount of elevated exhibition space. Captures the feeling of the Italian market
2
Ospedale degli Innocenti
Relevance: Commissioned by Arte Seta (silk guild) and designed by Brunelleschi (a member of that guild).
3
Giardino della Gherardesca Relevance: Contains large amounts of open space to host a large number of different pavilions
4
Piazza della Repubblica
Relevance: Medieval market, contained guild halls and workshops. Gateway to city’s shopping district.
5
Cinema Odeon
Relevance: Used in 2011 for Pitti Uomo 79 to present the collection of the designer AI
6
Palazzo Strozzi
Relevance: Hosted “ContraModa” a fashion exhibit displaying work of high fashion designers that kicked off Pitti Uomo 76 in ‘08.
7
Mercato Nuovo
Relevance: Medieval market, banking and luxury clothing goods (silk) hub. Contains leather market.
8
Orsanmichele
Relevance: Pan-guild chapel, ancient grain market, used in Pitti 79 for Gareth Pugh
9
Palazzo Pitti
Relevance: Contains costume gallery and has hosted fashion events. In addition, Palazzo Pitti gives Pitti Uomo its name.
Walkway design Visitor as celebrity, sidewalk as runway - Street Style blogs:
Walkway design
Example: Raised platform, Venice
A
C
Raised Walkway
B
Foliage Canopy
D
Mirror Glass: Interior
Mirror Glass: Exterior
Pavilion #1 Piazza della repubblica
Pavilion #1
Piazza della repubblica
Roof Assemblage
2nd Floor Exhibits
1st Floor Exhibits
Context/Seating
Stall layout
Ground Floor
Second Floor
Ground floor
Looking South to the Arcone
Entrance (Southwest Corner)
second floor
Looking East Across Walkway
Top Floor Stall Area
context
Western Side
Pavilion #2 Mercato nuovo
Pavilion #2
Mercato nuovo
Existing Roof
“Vault” Exhibits
Structure
Floor Plates
Context
Stall layout
Ground Floor
Second Floor
Third Floor
interior
Stairwell
Top Floor Seating