THE UNBELIEVABLE CHALLENGE 2017
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We work with investors and developers who see opportunities. We exist for designers and builders to fulfil their dreams. We are here for people who bring buildings and homes to life. RUUKKI. BUILDING YOUR TOMORROW.
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STORY BEHIND THE UNBELIEVABLE CHALLENGE
OTHER WINNERS
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JURY PAGE 09
WINNER PAGE 11
I am particularly happy about the fascinating variety of ideas. I want all of you to congratulate yourselves – you made my wishes come true. We all know that the challenge was tough but you made it.
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— Mr. Santa Claus
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STORY BEHIND THE UNBELIEVABLE CHALLENGE This is a campaign that inspired architects from all over the world to come up with new ideas for Ruukki Construction and changed one man’s life. Participating in competitions is an everyday job for architects and a natural way of becoming familiar with certain construction materials. Their interest is driven by fame and references. We planned an ideas competition to design an outlet facade which draws customer attention and invites people to explore the interior. The client who ordered new ideas for his epic Winter Wonderland Outlet is world-famous. His business idea is to fulfill people’s wishes and to deliver them once a year, in one night. This man is Mr. Santa Claus. The campaign site drew visitors from all over the world. A lot of time and effort was put into the competition proposals. The first prize was an internship at Snøhetta, one of the world’s most renowned architecture and design agencies. Young, aspiring designers from 22 countries participated with their bold and inspiring entries, bringing significant added value into how Ruukki products can be utilised in attracting customer flows.
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Alexandru Oprita, Eli Synnevåg, Petteri Lautso, Kari Korkman & Maciej Sanetra
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WORDS FROM THE JURY Aim and purpose
Scale down
The competition organisers strongly believe that a centrally located shopping mall can have a positive effect on its immediate urban surroundings, provided there is a positive dialogue between the shopping mall and the city. Here, the facade of the building plays a key role in how such a mall is able to give back to the community, whilst also benefitting from creating a strong sense of communal space.
Many of the proposals considered the main challenge for attracting people to be the sheer size of the building. As the shopping mall does not relate to the scale of the city, the entries proposed to divide the facades into smaller areas. Some tried to tackle this by looking into familiar or historic sizes, scale, and proportions in the surroundings. The jury considered it to be a good approach to scale down and connect to the urban fabric, yet many proposals were lacking in follow-through.
The objective was, in a nutshell, to create a facade design that communicates the new role of shopping malls in urban life. After all, this narrative is key as new trends of consumer commerce and behaviour are changing in the business environment. Combining all facets laid out in the assignment into a feasible and comprehensive proposal proved to be a challenging endeavor, which requires comprehensive command in design and business thinking. The jury recognised a few recurring themes in the proposals. Some combined various themes, some revolved around one – all of them had their strengths and weaknesses. This jury report focuses on these themes instead of particular entries. As the themes are easily recognisable, the participants can use the report to reassess their entries using the same themes if they wish to do so.
Nature A few proposals suggested incorporating greenery and vegetation as an architectural element. The jury considered this theme to have good potential. The challenge and promise the jury saw in this theme was how to utilise or connect the shopping experience with nature elements and activities. The level of spatial quality varied significantly in the entries.
Display Exploring the balance between open and closed was a distinct theme. Some proposals worked with different ways to showcase life within the shopping mall on the facade. The jury liked the general idea of making the internal life of the shopping mall visible to the exterior, but many of the proposals left open the question of how to ensure the spontaneous life occupies the reserved visible spaces on continuous basis.
Tech Several entries integrated digital features into their design proposals, and thus raised the question on how to use digital tools in relation to shopping and advertising in an architectural solution. As topical as the digital angle is, it seemed quite challenging to find lasting and truly functioning solutions as new technology advances at a rapid pace, and valuable, lasting consumer benefits seemed to be difficult to bring about.
Skin Skin was the most popular theme. Many entries examined different ways to wrap a facade skin around the existing building and thus telling a story of what the building stands for. For this, a strong, consistent narrative is essential, yet lacking in many proposals. This might have been because it is difficult to find examples of strong narratives in commercial buildings. These challenges left one pondering if it is possible to separate the facade from the building and also how the facade brings architectural value to the interior or exterior.
Portal The theme of attenuating the main facade or the main entrance was visible in some entries. I t often seemed a surprisingly difficult task to do this in a way that would attract people and give back to the city – perhaps because maintaining a holistic approach at the same time would have been important to avoid confusion. The jury felt that all modern interpretations of a main entrance served the purpose of the competition goals in the most satisfying way.
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THE WINNER
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UNWRAPPED The amazingly inventive Unwrapped bravely took the task of enhancing the connection between the interior and exterior of the building. The most crucial insight was to use mirrors that make the interior visible to the street and vice versa. This tied the mall to its surroundings, and made the shops inside a part of city life, attracting people to explore the inside of the building. The jury did not fully agree with the choice of enhancing the connection to the city via the street instead of the square, nonetheless, the proposal had a truly inspiring and convincing narrative. Technically the proposal was schematic.
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Ben Feicht
UNWRAPPED “Typical malls rely on signage to tell what is inside. This facade gets unwrapped to reflect and show the inside. Through the mirrored view, every store gets a storefront, adding value to the underutilized top floors, and connecting the urban fabric to the depths of the mall.�
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OTHER WINNERS
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Štefánia Vasilková
INVOLVED “The main idea of a new facade was to bring additional value to the building, creating a connection between the outlet and the exterior square, inviting people inside and making them feel involved. Another point was to differ from typical shopping malls, where people are usually losing contact with the exterior and focusing mostly to the shopping part.”
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“INVOLVED“ ź
ź
Main idea of a new facade was to bring some additional value to the building, create a connection between outlet and exterior square, something that would invite people inside and also make them feel involved. Another point was to differ a little bit from typical shopping malls, where people are usually loosing a contact with exterior and are focusing mostly to a shopping part. A steel frame structure
Adding a steel frame structure in front of the main entrance creates some kind of a „buffer zone“ between square and the outlet, and acts like an urban space. Ground floor is meant to become a meeting point, invite people to stop by, have some refreshment and spend some time not only at the square but also enter the building. This steel construction is acting like a living facade, where people have control over exterior and interior at the same time. This space provides different activities People can spend their time sitting around the fireplace placed in the middle of the construction, socializing, reading, going through exhibitions or just exploring santa´s presents... This urban zone is connected directly to outlet on every floor. Whole space is creating an atmosphere of cosiness and warmth visible from the exterior.
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Piatowska street
Another part of the facade from the Piastowska street is made of vertical concrete ribs, whitch contains also advertisements visible from different angle, and also provides roofing over sidewalk and store windows. This roofing creates passage comfortable to walk even in unpleasant weather. ź
Curie-Sklodovskiej street
Same facade is used from Curie-Sklodovszkiej street, while in parts of the first floor is used a perforated facade RUUKKI instead of glazing.To make a facade more interactive in last part of the facade are concrete ribbs in different raster and also are used a translucent panels. ź
materials used:
steel frame structure - RUUKKI structural glazing perforated metal facade concrete
INVOLVED
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Daria Karadzhan, Polina Voevodina & Elena Zobova
THE NIVAL SPLASH “ The idea was to involve Christmas joy and celebration into the facade outfit. We want to create a totally new look by enlarging scale while working with human level of details. We envelope the existing volume with simple and flat double-skin facade containing glossy and peforated panels embellished by LED lights behind. The copper frame of the entering area is formed by a snowflake silhouette – a solution that speaks playfulness and youth.“
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“THE NIVAL SPLASH” Existing building external view and general impression does not fit the idea of Christmas joy and celebration. What we need to do first is to involve those listed feelings into the facade outfit. The problem of this property is also very desintegrated facade system, which differs from side to side and does not give any unique sense. We want to create totally new look of the building with enlarging it’s scale and, at the same time, working with human level of details. We envelop the existing volume with simple and flat double-skin facade. The combination of glossy and perforated panels gives the variety of general texture and allows to show gradient from top to ground level. By adding this, we get a unique, but minimalistic look. To implement the feeling of happiness we have to work with some warm details also. And here we go with LED lightnings behind the perforated panels. Shimmering illumination shows that the new building is alive. The copper frame of the entering area is formed by a snowflake silhouette, pitted into the main white facade panels. This powerful portal is opened to the main square and transport hub. The white panels symbolize The New, something playful and young, as the new snow each winter. And the copper portal goes for traditional and even historican point: copper will change it’s color naturally and this will make beautiful contrast in future.
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The Nival Splash
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Almudena Sánchez-Buitrago Morales
POWRÓT “Powrót is based on taking the mall and neighborhood back to the image of the old Wroclaw, by using the native architecture as a reference but with a modern technique. Cladding facade of Cor-ten Steel perforated pieces allow defining the drawing, and at the same time, it creates an intermediate, interactive space with LED screens.”
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POWRÓT ”Powrót” - or ”return” in english - is based on the image of the old Wroclaw, even before the effects of the the Second World War over the city and its architecture, which tent to the Brutalism aesthetic , tall buildings and concrete as the main material.
PASA Ż GRUNWALDZKI Wrocław acts as the financial, cultural and commercial hub of western Poland, and further more, as an university city with a high student population. So it is what you perceive when you take an eye around on the Mall’s location, the meeting of a variety of transport confluence, and multicultural place. Besides the long dwelling buildings and the metal structure offices, the adverts of the façade is now a sign of yearning. A yearning of the heritage taking in contact to the neighbor, kilometers away from the city centre but, at the same time, well connected to the rest of Wroclaw and surroundings. So, talking about a new concept of Mall, an outlet affordable to everyone, a place where dreams come true, what the objetive would be that getting to return to that moment of the history, to the Old Town historic Center where every year, Christmas is celebrated at the street and citizens share the experience all together, what if it is an ”inside out” of it?
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PROCESS To make the boundaries more permeable to the public transit, and as well, to delete the strong outside image, the project starts elevating the level of the façade to different hights depending on its function (if its an access side or not). Old Town buildings of Wroclaw have been chosen for the design, one of them really important ones as the Town Hall, which was before one of the malls in the city. But instead of recreating the real profile, cuts are needed to, on the one side, deleting the strong image, and on the other side, to reinvent the ”town” when pieces are change of scale and position respected to the original one. The showcase is the business card of your business. Since most of the information received by the consumer comes through the view, the shop windows are essential pieces for sale if they are visible even outside business hours. FAÇADE CLADDING The COR-TEN S7 façade has several functions. First, as mentioned, a remain of the typical ceramic colour, and the perforation on the pieces to recreate the design of the buildings. Second, that perforation allow to show adverts at the street, using LED screen in between the corten lay and the building.
BRUTALISM
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POWRÓT
SANDWICH PANNEL
GLAZED LAY
LIGHTING
LED SCREEN/ADVERTISING
COR-TEN CLADDING
Ruukki’s model variation d1 < d2 < d3
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OTHER ENTRIES
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Sándor Agyagási & Iulia Agyagási
ARCHITECTURE “ We created a facade that runs around the building along its perimeter, and is made up of black and white panels. The density of this “pixelated” pattern fluctuates, and connected to important places in the surrounding urban structure, it becomes a QR code, directing to a VR application through which Mr. Santa Claus’ epic Winter Wonderland Outlet can be viewed.”
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Edoardo Nieri
THE CURTAIN OF HAPPINESS “The Curtain of Happiness is presented as a simple and fluid skin that covers and hides the existing building. Once you go through the curtain, you enter into a boundless world, much larger than what you can see from the outside; where the visitor is greeted by a dreamlike atmosphere and, at the same time, familiar and comfortable.”
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Jey Alonso
THE DIGITAL CHRISTMAS “Today’s reality has become a kind of fuzzy and blurry photography based on hyper-precise algorithms. Me analogue vs. me digital. The origin of the project is this spectacular world and the indiscriminate information all over the media. The project wants to suggest an image about the relationship between humanity and technology.”
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Mateusz Hanula
DROP “The reconstruction of Grunwaldzki Passage elevation concept is mainly focused on desire to show the idea of “serendipity”. Serendipity means a “fortunate happenstance” or a “pleasant surprise”. Accordingly, the object should invite people to get inside. Here, the customer is treated as a spectator of this spectacle presented, surprisingly, by the building itself, placing the main focus on the entrance.”
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Artur Zakrzewski
THE EXHIBIT OF WONDER “In order to provide a setting for unique experience of the Winter Wonderland Outlet as well as storage space for all of the presents that have not been delivered, the facade in itself becomes a showcase of what PasaZ Grunwaldzki has to offer.”
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Sotirios Nikolis
FALLING IN THE CHRISTMAS MAELSTROM “In order to provide a setting for unique experience of the Winter Wonderland Outlet as well as a storage space for all of the presents that have not been delivered, the facade in itself becomes a showcase of what Pasaz Grunwaldzki has to offer.”
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Angelo Capobianco
FUNCTIONAL “FUNctional is not just a shopping mall, but an experience. An experience meant to engage the users in exciting ways; focusing on how people interact with their surroundings, with strangers, and with the facade and the boundaries of a building. The facade strategy is to capture and engage – to create a unique location for Wrocław which will leave archaic storefronts in the dust.”
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Kerli Irbo
GÓRA GRUNWALDZKA “The Winter Wonderland of my childhood’s dreams is a place for the young and the old, poor and rich. In a similar similar way, GóRA GRUNWALDZKA is a place for two-way participation instead of passive consumption, a piece of urban infrastructure rather than a building. The proposal aims to not just reconstruct the facades but also give new meaning and value to the whole building.”
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Djordje Subaric, Stevan Subaric & Marko Ilic Ilko
GIFT BOXES “ Two million years of evolution has equipped human brain with the prefrontal cortex, which among many things is an organic VR simulator for us. To children, it is important to play with toys that symbolize their future desires and roles, using their prefrontal cortex. To tap this developmental challenge we’ve created Mr. Santa to deliver the toys.”
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Juan Angel Castañeda Sosa
GIFTGROUND “Intended as a place for interaction through fun, Giftground tries to take advantage of the open lobby of the Pasaz Grunwaldzki mall by developing its maximum capacity and giving it entirely to the entertainment of the public users, both the visitors of the mall and passers-by.”
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Erik Kristian Lehtosaari
GOLD IN COAL “The pattern for the facade was inspired by the map of the city and the geometric shapes of rock. The connection comes from the familiar feel of seeing parts of the streets near the mall. The colours were inspired by the idea of the investor, Santa Claus.”
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Olesya Eremenko & Anastasiya Avdalyan
GOODWIN “ A gift that every child dreams to find under the Christmas tree. There’s magic in every new toy. Therefore in the center of the Pasaz Grandwalsky you’ll find gifts that you are so dreaming about. You can give pleasure to loved ones not only on holidays but always.”
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Raycho Valentinov Dimitrov
GREEN MOUNTAIN â&#x20AC;&#x153;The green belt, the dense green area in the snowy, mountaineous landscape is the inspiration and reason the building turns into a green mountain. Furthermore, because we wanted Santa Claus to feel at home, we were looking for a reminder of the Christmas tree and the fairy spirit associated with it. The huge roof area of the building is a good reason for it to become a garden with plants and resting places.â&#x20AC;?
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Nick Perelman
HIGH-OVAL SQUARE â&#x20AC;&#x153;This is a high-oval pedestrian platform that serves as main entrence area, connected to the atrium. It allows a people friendly climate by screening of road noise. Also, the tram station is here, inside it. In the winter the outside circle can be an ice rink. During summertime there is a possibility of a water plane.â&#x20AC;?
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Jack Foster & Christina Chrysafi
THE JUMPER “ Pasaz Grunwaldzki is cold and lonely, so we knitted a traditional Polish jumper to keep it warm and bring some festive energy to the neighbourhood.”
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Sylwia Marcinkowska
LEAKY BAG “The main point of the new facade of the building is imagining that the outlet is a Santa’s sack where we can find presents. The ground floor, where the stores are located, corresponds to the presents inside the bag, the string is the advertising strip and the place for the new logo. The largest and the most representative part of the whole project is the upper part, where white panels are formed into the shape of the bound material.”
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Ramon Ribero H.
THE ORANGE ACCESS â&#x20AC;&#x153;The proposal is to build a large orange three-dimensional arch that forms an access door to the shopping center from the street that communicates directly with the II Ronald Reagan station location. It aims to be an attractive urban front that integrates and reorganizes the space creating a pleasant shopping experience.â&#x20AC;?
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Tanya Deegoju
ORIGAMAS “This Christmas, let’s celebrate Origami! This festival of joy, fun and memories take us back into childhood, one much influenced by origami, an artform that brings a piece of paper into life. The facade is painted white and all the elements are origami made.”
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Lauren Brian
PENTAGON 3000 â&#x20AC;&#x153;We want to use a typical theme to organize facade aroud the building so that it can generate many different images and spaces to activate the people along the street, and itself is simple and pure. For this purpose, we introduce The Pentagon Panel.â&#x20AC;?
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Lawrence Ssekitoleko
POCKETS “My main architectural concept aims at creating a colorful and visual journey of discovery as one gets closer to the shopping mall. This is the same experience one would have as they unwrap a gift.”
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Nandja Chopra
RASA OF CHRISTMAS “The Rasa is defined as love and an abstract idea in aesthetics. It’s the heightened experience of emotion through structured narration of stimulus from external forces of objects. The idea of the project is to make people feel as a part of the space and building envelope evokes the feeling of joy in the people.“
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Paolo Macchiavello
SANTA SYMPHONY â&#x20AC;&#x153;The proposal was designed on the basis of two principal points: on one hand, to create a new unique system of facades that envelops the building, on the other hand, to make a modular facade that, in order to the future changes of the buildings, could be modified over time.â&#x20AC;?
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Korolyova Ksenya Alexandrovna
SANTA’S LIGHT “My decision of the facade makes the building friendly and more open. Christmas is a time when people begin to believe in a miracle, both children and adults, so the spaces should inspire and give hope for a better future, where all the incredible dreams come true. A place where adults can feel like children.”
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Piotr Pańczyk & Magda Palczowska
SEE THE BIGGER PICTURE “The facade, seemingly austere at first glance, is in fact an openwork structure made out of evenly spaced vertical “razor blades”: Ruukki’s hollow rectangular steel profiles. The result is capable of transforming the entire building into an elegant advertising solution: empty canvas to paint on, that is perceived like an optical illusion thanks to the perspective’s distortion principles.”
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Chan Jun Hao
SKY FULL OF STARS “We never get to see Santa no matter how late we stay up – until now. The plaza, installations and facade are designed to evoke a sense of flying high in the sky alongside Santa as he makes his way around the world delivering presents.”
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Burcu Olcer
THE SOUL OF THE TOWN
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Hairo David Salgado Dabbah
SRÓDMIESCIE GRUNWALDZKI “Implementing a bipolar facade that reflects the spirit of the city: a symmetrical element with an aesthetic geometry, different surfaces with two different materials, an opaque and a reflecting glass material manifest a dynamic experience when discovering the Grundwaldzki zone.“
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Jaime Kwan & Ash Low
ST. NICK WORKSHOP “Oh come all ye faithful to St. Nick’s Workshop aka Pasaz Grundwaldzki. The new facade conceptualises the building as a floating golden mass; a mausoleum of Santa’s Yuletide treasures. The main entrance is intended to give an atmospheric and ethereal ambiance, in light of the magic and mystery of Santa Claus.”
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Pavithra B
THE TWILIGHT EVE “The concept and the story line of the entire project is all about creating a playback from the history and reimagining the facade as a character wall which depicting the picture of Wroclaw through its gradual process of being one of the multi-cultural and the cultural hub of Europe.”
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Anubhav M. Malhotra
THE URBAN CORE
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Timeea Balogh & Apostolidis Paula Andreea
THE URBAN FOREST – PLAZA “The area at hand needs to be revitalized, bringing about more green, like the concrete pavement from the station to be replaced with grass. My proposal for Mr. Santa Claus’ outlet is to bring his forest into that massive building, to bring the building to life, giving: color, motion, music, joy.”
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Agata Jankowska
WHAT IS YOUR CHRISTMAS MIRACLE? “In order to align the mall design into that of the city, I divided the facade into smaller parts, that comply with historically existing housing blocks. Additionally, to smoothen the customer experience, I created entrance zones into the shops along the strees.”
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Sylwia Gieruszyńska
WRAP IN “St. Santa Claus arouses positive thoughts. His character is associated with goodness, fun and joy. I wanted to make visitors of the building or people passing by to feel the same. The facade of the building refers to the unpacked gift which affects the imagination.”
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Sebastian Ioan Burcoveanu
THE YELLOW CURTAIN “Santa’s epic Winter Wonderland Outlet needs an element of imposing and multi-layered character, charm and of special essence. The focus of the intervention is the main entrance. The character of the plaza and the entrance is shaped by an imposing element: A Yellow Curtain made out of glass and white steel that has its roots in the classical portico, but with a twist.”
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THANK YOU
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