Cubos ComercialesMonday 6 de February, 2012
HWKN es un estudio fundado por los arquitectos Matthias Hollwich y Marc Kushner.
El proyecto está situado en el Área 2 del High Line Park, (Ver más PLOT Nº01) dentro de una manzana que incluye como atracción una pista de patinaje, que fue diseñada por el estudio HWKN en colaboración con Diller Scofidio + Renfro (DS+R).
Los cubos son locales comerciales, proyectados para la marca UNIQLO. En esta obra, los arquitectos reinterpretan la forma clásica de comercio, una vez que los cubos se encuentran finalmente ubicados, una sección de la forma se desliza a modo de bóveda, invitando a la gente a probar y comprar. Por la noche todos los cubos brillan en la oscuridad y marcan su presencia.
La memoria oficial del estudio se encuentra al final de la publicación.
Arquitectos: Matthias Hollwich, Marc Kushner
Nombre: Mobile POP-UP stores
Cliente: UNIQLO USA
Ubicación: New York, NY, USA
Estado: Finalizado 2011
Equipo Colaboradores: Matthias Hollwich, Robert May, Adam Hostetler, Matthew Hoffman, Tim Aarsen, Mariline Laenen, Alana Goldweit
HWKN ANNOUNCES THE ARRIVAL OF THE UNIQLO CUBES
Designed by HWKN (Hollwich Kushner) ”UNIQLO CUBES,” have arrived in New York City, opening today, July 28th at the Highline Rink at 30th St. and 10th Ave. The two cubes celebrate UNIQLO’s innovative yet classic apparel in jewel-like architectural packages.
The HWKN designed cubes illuminate and enlighten ”The Lot” at the terminus of the recently opened second phase of the High Line. The cubes are equipped with glowing façades and integrated shelving structures, simple and striking at once, to host UNIQLO’s unique products. The pop-up stores showcase UNIQLO by forming simple volumes with high-tech surfaces cladding their gridded forms.
“It is an architect’s dream when program (shelves), structure, surface and form become an integrated unity. It is the first time we have seen such a consistency within the typology of pop up spaces” Matthias Hollwich, Cofounder and Partner, HWKN (Hollwich Kushner)
The two cubes were unloaded late last night, completing their long journey from Seattle where they were manufactured, and then placed into location at the entrance to ”The Lot.” A section of each cube slides open like a vault, inviting people to come visit, shop the collections, and purchase the treasures that lay inside. At night all cubes glow in the dark to mark their presence. UNIQLO’s brand presence emerges from the powerful simplicity of the glowing forms and at the high level of material quality and detailing.
“Working with HWKN on the UNIQLO Cubes was a thrill; their combination of precision and playfulness felt just right for the brand.” Todd Waterbury, Consultant Creative Director, UNIQLO North America.
The rink pattern, also designed by HWKN, forms a gridded background for the cubes to lock into location. The grid, derived from an intensification of Manhattan’s urbanism, is distorted within the rink itself by imitating the vortex of the roller-blades and roller-skates circling over it.
“The new roller skating rink and the two UNIQLO cubes are exciting ways to bring architecture into the lives of New Yorkers everywhere and activate the forgotten corners of the city.” Marc Kushner, Cofounder and Partner, HWKN (Hollwich Kushner)
“The UNIQLO CUBES are an example what we at HWKN call Optimistic Architecture – the idea that everything we do as architects has the potential to enrich our society, including people, brands, and culture.” Matthias Hollwich, Cofounder and Partner, HWKN (Hollwich Kushner)
HWKN (Hollwich Kushner) is a New York based group of architects, designers, social media experts and inventors operating within the field of architecture, urbanism, branding, digital media, and development. The office is currently involved in a diverse range of projects of all scales. HWKN architecture emerges out of an optimistic design approach, embracing all facets of contemporary culture to enrich and reinvent our profession. Projects act as incubators that leverage pop culture, social media, client needs, and branding to repurpose architectural traditions. Projects include co-founding Architizer, the world largest social media site for architecture, BOOM, a progressive community for aging, and most recently J2, the tallest high-rise building in New Jersey slated for construction in 2013. HWKN is putting its curiosity to work by making the impossible possible. See more under: www.hwkn.com
Changing clothes. Changing conventional wisdom. Change the world. UNIQLO is a subsidiary brand of Fast Retailing Co. (FR), a leading Japanese retail holding company that offers clothing under a number of brands, including Theory, g.u., Comptoir des Cotonniers and Princesse tam.tam. With sales of 814 billion yen in fiscal 2010, FR is the world’s fourth largest apparel retailer and Japan’s leading specialty retailer. UNIQLO operates an integrated business model under which it designs, manufactures, markets and sells high-quality, casual apparel.
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