At first, it is inaccessible, sealed in itself even though in front of our eyes. Like fascinating ruins, within which to find new functions, new incentives. With a child's gaze. An environment out of context.
The box connotes its meaning through its sculptural shape exploring the boundaries between art and architecture; the indeterminate facade becomes the distinctive element representing the first concept of branding.
Finding voids through a performance between built and unbuilt, overturning the place, reshaping space and time, conveying an experience.
Including new ideas, new actions where before there was nothing.
Accepting the minimum substance of architecture and the maximum substance of signs. Placing architecture on the plane, superficial by definition, on which contemporary mass media languages lay.
Or having two goals, one real and one imaginary; do not take for granted that the former has the greater importance.
Places where incredible things may happen.
Surprise and amusement.
Raising an expectation where before there was nothing and making it the strong point.
Changing the perception of some now known space.