ReDressing Architecture

(the Architecture of a Fashion WORK/shop) X

by Lena Mathew Submitted to the Department of Architecture inpartial fulfillment of the requirements for the degree of
Master of Architecture at the Massachusetts Institute of Technology, February 2002

Bachelor of Architecture
University of Florida
Gainesville FL June 1998 Signature of Author
Lena Mathew
Department of Architecture
January 18, 2002
Certified by..
Ann Pendleton-Jullian
Associate Professor of Architecture
Thesis Supervisor
ROTCH
Accepted by
MASSACHUSETTS IN TITUTE
OF TECHNOLOGY Andrew Scott
Associate Professor of Architecture
Chairman, Department Committee on Graduate Students
APR 16 2002

LIBRARIES @2002 Lena Mathew. All rights reserved.

The author hereby grants to MIT permission to reproduce and to distribute publicly and electronic copies
of this thesis document inwhole or inpart.
T H E S I S C O M M I T T E E

Ann Pendleton-Jullian
Professor of Architecture
Thesis Supervisor

John Fernandez
Assistant Professor of Architectural
Design and Building Technology
Thesis Reader

J.Meejin Yoon
Assistant Professor of Architecture
Thesis Reader
ReDressing Architecture
(the Architecture of a Fashion WORK/shop)

by Lena Mathew A b s t r a c t
Submitted to the Department of Architecture in At this moment inthe twentieth century the discussions about architecture and fashion have suddenly
partial fulfillment of the requirements for the become "infashion". To many the topic seems suddenly timely or trendy, but unlike theories comparing the artificial
degree of Master of Architecture at the construct of the surface of clothes and the surface of buildings, writings about the fashionable inarchitectureand
Massachusetts Institute of Technology, the architectonics of clothing and styles of architecture, my inclusion of these two seemingly disparate topics will
F e b r u a r y 2 0 0 2 try to begin beyond the obvious parallels into ideas of construction, production and consumption.
Where as fashion has always been criticized by those with little to do as an artificial and superficial
Thesis Supervisor: Ann Pendleton -Jullian construct of vanity, architecture has had some measure of respect both as apursuit of beauty and an expression
Title: Associate Professor of Architecture of our culture. But while inthe process of researching of the topics, the similarities and overlaps between the two
began to resonate more and more loudly. Many obvious parallels exist (metaphor of skin/surface, issues of
identity/time, methods of construction/production)... Ithowever begins with their similarities as industries- "both are
situated (in)between economic and symbolic / artistic fields (;)they have similar conditions of production -team
work, use of model, etc. -and similar conditions of consumption, inwhich the distinctiveness of the original product
iswasted away through diffusion."
But to the untrained eye (namely mine) the fashion industry appears more resilient and more resistant to
the economic forces whose mechanisms conspire to control it. Or perhaps fashion seems more capable of using
the mechanisms of capitalism (production, marketing, and distribution) for its growth and evolution. My interest,
therefore, was partly adesire to establish anew paradigm with which to evaluate the industry of architecture. In
fashion, inthe condition of "between" perhaps architecture can find new strategies to resist the crises - innew
methods of construction, production, distribution, and advertisement.
ReDressing Architecture: (the Architecture of a Fashion WORK/shop), will somehow refer to the
conditions of "betweeness." Inbetween the production and the commodification of fashion and architecture,in
between the concrete presence of the body and its more elusive containers, clothing skin/building surface, in-
between the industrial and technological era, in-between the individual and his/her relationship to abuilding and a
building's relationship to the city. By using the methodologies of fashion and architecture as avehicle, I propose a
new paradigm with which to evaluate the industry of architecture and fashion, through the condition of "between"
perhaps architecture can find new strategies inmethods of construction, production, and commodification....
A C K N O W L E D G M E N T S

For my family - mother and father, who iswatching over me from above, my little brother Lance,
my whole extended family inFlorida, and my new family Harish uncle and Jyoti aunty - for making
my studies possible and for encouraging me to pursue my aspirations.

To my advisor -Ann Pendleton-Jullian, for her encouragement, insightful thoughts and sometimes
pointed criticisms and her belief that there might be some merit inthis project. To my committee
-John Fernandez for excellent design criticism and two and half years of friendship, to J.Meejin
Yoon for encouraging my imagination. To the critics - Charles Correa, Hasan-Uddin Khan, and
Cynthia Weese for bringing fresh perspectives to my design.

To the architecture department's staff -for the familiarity and friendliness.

To the residents of 7-401 for good laughs and great Toscianni's coffee breaks. To my personal
LBQ committee la-Amina, and Lora for all the advice, help, support and gossip that kept me going.
To Elau, Steve J,Ken Dawg, DJ Nat Scary Skerry, and Joe Ho for all the good laughs and taking
me time and time again out of the thesis trance and into just enjoying life.

And to my love, Manan Shah for all his love, help, and support, as well as his great enthusiasm
and spirit inchallenging me to strive for excellence and for caring about my thesis as much as I
did if not more.
 7

C O N T E N T
a b s t r a c t

acknowledgments

* s ection one - Introduction

Production vs Consumption
InFashion
Intervention of Architecture

I s e c t io n two - Program
Fashion House WORK/Shop
se c t i o n t hre e - Site
Urban Relationships
Site Relationships
s ec t ion four -Conceptual Analysis
Cycles of Space, Time, Surface
section f ive - Design Concept
Production, Retail, Designer Relationships
s e c t io n si x -Tectonics
Outer / Inner Lining
Programming Tectonics
Material Studies

It section seven - Final Documentation

Study Models
Drawings
Final Model / Renderings
s e c t i o n e i g ht - Conclusion
Figure credits
Bibliography
I N T R 0 D U C T U 0 N
 P r o d u c t i o n vs. Consumption Fashion and the fashion industry has been criticized on many levels; economically as a
8 symptom of conspicuous consumption, sociologically as a bourgeois means of class distinction, and
culturally as a transient and meaningless glorification of the superficial. Precisely because fashion can
be approached, analyzed, and discussed on a variety of different levels it is important to locate the
meaning(s) of fashion. Fashion islocated at the intersection of myriad fields. It plays inthe boundary
between individual and society, between detail and the mass, between private and public. Elizabeth
Wilson write: "[Diress, which isan extension of the body yet not quite part of it,not only links that body
to the social world, but also more clearly separates the two. Dress isthe frontier between self and the
not self." 1
Fashion just as architecture issimultaneously a mass communicator, a manner of fitting into
society, and an expression of individuality. Both also wavers between high and low art- adistinction that
isperhaps most easily defined by opposing haute couture with mass production but inreality isprobably
not so simple. But fashion and architecture today struggles inthe world between art and commerce, in
the language of aesthetics and style, fashion and architecture strive to become art; yet, it isconsumed
and supported by the world of capitalism and consumption. Because of the advancement of capitalism
and the market system, the power that commercialism / commodification has goes beyond the barriers
of culture, race, gender, and sexuality. The continued commercialization and commodification of the
product (not just infashion, but art and architecture as well) has created adivision between production
and meaning. While the "work" of the product, that isthe conception, the design, the production of the
product, iscontinually undervalued, the commodification of the product that isthe marketability and its
salability iscontinually privileged. Art and architecture are not immune to this.
The power of production has been heightened many times in the past, from the time of the
industrial revolution to the development of the capitalist market system. Today there isa new age of
power, ushered in by the development of new technologies, the new growth of television, video, and the
computer.
 fig. 3 Frank Gehry - Con e as ig. op amamoto - -etail

But with this continuing advancement of technologies, there isa "disappearance of asense of history, the
way inwhich our entire contemporary social system has little by little begun to lose its capacity to retain
its own past. It has begun to live in a perpetual change that obliterates traditions. The fragmentation,
juxtaposition of images, sounds and messages found in our daily lives on television and advertising
simultaneously reinforce this dependency on consumption and this separation from production.
Production has been pushed to inner recesses of our collective consciousness, while consumption and
desire have become the overwhelming presence inour lives. 2
With the separation of the value of "production" from the value of "consumption," the space of
production has also been devalued or marginalized (compared to the space of commodification). Rather
than being pushed outside the system, the space of work becomes hidden within the system, excluded
from our view. One could argue that the space of work has always had this non-privileged relationship
with society. For example, ina domestic arrangement, the space of domestic work (the kitchen, laundry,
etc.) had always been marginalized (placed in basements or in the wings) compared with the living
spaces. Or inthe development of the American industrial city though the factories out of necessity took
prominent position along the river, the workspaces became secondary to the downtown spaces, the
spaces of business. Or in the modem condition, the space of work becomes an anonymous cubicle
without amenity compared to the luxurious space of the client (the reception are, the conference room,
sales, etc.) It is in these spaces between, at the edge of and within production and consumption,
between production and product that I hope to find a place for intervention and invention inarchitecture
and infashion and inart.
It isinthis technological era when so much of our acculturation isthrough the ever-changing
flow of images and fragments through the mass media, when the surface, the image, the appearance of
things and people isso important, when the processes of consumption has appropriated a certain social
and cultural supremacy, itisasearch for a language and apositioning for an intervention inarchitecture,
and in fashion with the reproduction of reality in images, fragments, simulations and within the virtual
space.
 Itisa curious fact that fashion as adesign discipline, today and inthe past, has been so strongly
10 1n Fa s h i o n dismissed as frivolous and superficial. Ouentin Bell has suggested that "there must be.... Some moral quality
about dress that makes us abnormally sensitive to its relationship to our ethical system." But clothing and
fashion isand always has been integral part of society, culture, politics and economy. Clothing and fashion has
been and isan expression of individuality or an assertion of agroup (e.g. uniforms) or astatement of rebellion
(e.g. punk fashions) or even an expression of sexuality or gender. Fashion is also afunction of time: styles
change, taste change, and society's mores change. But whether it isseen as aproduct of changes insociety
or as aharbinger or precursor of societal trends, fashion remains within the vicissitudes of our contemporary life.
Even at its early beginnings, the fashion house itself was a product of changes in society. The
bourgeoisie, new to wealth and social influence during the nineteenth century, was considered as having
infallible taste, as the aristocracy had been accredited with. On the other hand, the middle class was looking for
its own style, while on the other hand itwas competing with the nobility. The upshot was akind of specialization
was needed. Matters of fashion were now delegated to anew corps of specialists: the couturier (designer), as
an autonomous creator of original ideas, emerged. At the same time the manner inwhich clothes were produced
changed. Tailors now became "artist" and created their work for the first time inasingle house with producers,
in order to create complete outfits that were designed specifically for the style and fit of the client (Haute
Couture). From this point on, fashion gained adifferent face, where production "detail of the craft" was seen as
the center of elitism.
The French Couture House isfirst and foremost a form of expertise or savoir faire, involving a craft
that has endured for more than one hundred and fifty years. The origins of haute couture date back to Charles
Fr6deric Worth who, in1858, founded the first true house of haute couture at 7,rue de la Paix, inParis, creating
original models for individual clients. Haute couture involves craftsmanship, the skill of the seamstress and
embellisher (feather makers, embroiderer, milliners) who, each season, create the finery of the exceptional.
Haute couture isthe art of raising acollar, adjusting the sleeve of asuit or aplunging neckline, to hide asloping
shoulder or admirably emphasize abustline. One of the century's great French designers, Madeleine Vionnet,
defined herself as "aphysician of the figure". On average adress will require three fittings.There are two types
fig. 5 French Couture House of workshop: the "suit" workshops, generally reserved for daytime wear, which are more structured,
 Tig.o iviaueieine vioneue

more padded; and the "dressmaking" 7workshops, which tend to handle evening wear. Workshops are a --
veritable beehive, with head seamstresses, seconds and the "arpettes" or apprentices busily working away. 3 11
Technological innovation and development has always produced enormous changes in the cultural,
political, and economic fabric of society. And the mass production of fashion - which in itself was a
democratization of fashion and made "high" fashion available to the masses -was aproduct and a producer of
the Industrial Revolution such as Pret-a-porter, "ready-to-wear", where agarment ismanufactured according to
standard sizes, and designed for industrial production and not tailored to individual measurement (as ishaute
couture) which was soon seen as out of date. Itwas the interest inmass industrial production for consumption
that slowly turned the tailor / designer into amachine. The development of the cotton industry "fueled the takeoff
of the industrial revolution inBritain." 4 The industrial production of cotton and soon thereafter other textiles
transformed acottage industry of weavers into an industry of mechanized factories. "After 1750 awhole series
of inventions revolutionized the cotton-making processes, weaving and spinning became mechanized and
eventually steam powered. Methods of printing fabrics was also mechanized." 5Along with this industrialization,
of course, emerged a system of abuses and exploitation of resources and labor, mainly women and children,
and agrowing crowded urban industrial population. Itwould prompt Friedrich Engels to write in"The Condition
of the Working Class inEngland", "Itisacurious fact that the production of precisely those articles which serve
the personal adomment of the ladies of the bourgeoisie involves the saddest consequences for the health of the
wrkers." 6
It is curious also that the continued mechanization of the fashion industry did nothing to the old
"outwork" system. Traditionally, before industrialization the fashion industry, especially the textile industry was
organized on the "cottage" or "putting out" system. "The weavers, usually though not always male heads of
household, obtained the wool from merchants, and the work of spinning and other preparatory processes was
carried out by other members of the weavers' household." 7Although this patriarchal, family system of work did
not withstand the onslaught of industrialization, the practice of "putting out" larger jobs to anumber of smaller
contractors continues to this day. With the advent of mass production of clothing, this "outwork" system spread
into the processes of piecing garments together as well.
 Although the sewing machine was invented in1851, itwas not until the beginning of the twentieth
12 century before mass production of clothing really expanded. Elizabeth Wilson writes: "Itwas during the period
from 1890 to 1910 the mass produced clothing industry really took off, both in Britain and inAmerica. The
expansion of clothing factories, however, did not mean the demise of the sweatshops or the demise of
outworkers. Rather the factory system perpetuated outwork. Since the clothing trade was seasonal it was
cheaper for any of the bigger manufacturers to off-load work at peak periods rather than have spare capacity
intheir factories for the rest of the year. The unhealthy and often dangerous small workshops were notorious,
and one of the worst evils of the system was the middleman who subcontracted work at the lowest possible
cost. 8 The development of mass produced ready to wear fashion, following the advancement of capitalism,
had an enormous societal and economic effect. With the continuing advancement of industrialization and
mechanization and the concomitant advance of capitalism, with the increasing urbanization of industrialized
societies and the changing nature of class relations, fashion became an integral part of urban, consumer
society.
The continued technological advances inthe production of fashion today has introduced the use of
computers and other machines to the processes of production: the lay planning of patterns, better and more
efficient cutting machines, machines that prepare and unroll the fabric and the potential for laser cutting. But
even with the continued modernization of clothing factories and the machines used, the sweatshops and the
system of outwork and subcontracting remains. Inthe 1970's fashion businesses began to relocate their
production overseas mostly to Asia where the cost of labor was much smaller. And as these Asian countries
have industrialized and modernized, ithas slowly moved on -from Korea and Taiwan inthe 1970's and 1980's
to China and Thailand and Malaysia today. "This immense technological sophistication coexists with the most
dreadful exploitation in the 'third world'....This isa mammoth world-scale version of the old putting-out or
subcontracting system -sweating on aglobal scale".9
Itisapparent then that a"genuine modernization of the garment industry has never occurred and
that some other force isresponsible for the continued growth of the fashion industry. Today inthe face of
 fig. 11 Prada - Commercialization

another revolution of the sorts, ushered inby the electronic mass media. Fashion isinexorably linked to the
world of images, television, and advertising. Itcan be said that it isno longer the production of clothing, a 13
commodity of use value, that is important, but only the reproduction of effects, of images, of advertising's
wishdreams.
Today, more than any other time, fashion and its cast of characters, designers, models,
photographers, and even hair and make-up stylists, have become celebrities and famous personages, so
much so that fashion advertising toady relies on as much on name recognition and the atmosphere that
invokes as it isany other advertising strategy. "Fashion expresses at one level a horror at the destructive
excess of Western consumeristic society, yet, in aestheticising this horror, we somehow convert it into a
pleasurable object of consumption." 10 Consumption becomes both a means and an end; and the fashion
industry, aperfect accomplice inasociety based on consumption.
Jean Baudrillard isone of the most insistent proponents of the emergence of a new culture of
consumption. For Baudrillard, anew system of signs and anew language has emerged that isfor and about
consumption rather than the objects of the use-value inherent in commodities. No longer can we justify
consumption with the idea of need. The system of needs isthe product of the system of production... Needs
are produced as aforce of consumption...."li That isto say inasystem where consumption isan end, "needs"
are produced as ameans to the end which isconsumption. The mechanisms and structures of advertising
provide aprivileged view into the structure of our late capitalist society. Inaculture driven by consumption,
inwhich consumption becomes more of an end initself than ameans to any use, advertising becomes, then,
akey to understanding the machinations of consumption. "Advertising... ismass society, which, with the aid
of an arbitrary and systematic sign, induces receptivity, mobilizes consciousness, and reconstitutes itself in
the very process as the collective. Through advertising mass society and consumer society continuously
ratify themselves." 12
 What are the materials, the tools, the media for effecting this kind of in(ter)vention in architecture
14 Intervention of Architecture (or fashion)? This architecture must, on one hand, accept the language of postmodem culture - images,
television, advertising, cycles of time and physical space, and itmust adopt the technologies of the electronic
mass media -computers, video, interactive screens, and virtual space. At the same time, this architecture
must retum to the traditional role of architecture - as a vessel of our collective culture - and transform it; it
must use the new technologies to question the programmatic, the urban, the site, the social strategies of
architecture. Itmust use the new technologies to transform conventional materials such as a craftsman,
knowing and understanding them and how they are to fit to the anatomy of abuilding. Itmust use and reveal
the conventional production / construction processes.
How can architecture respond to the representations, the "simulation" of life that we find inour mass
media (television, video, advertising)? How can we re-establish the value of production, of work, of making
things into our consumptive society and does architecture have any role in that process? What are the
"materials" (physical, I.e. , glass, brick, steel, concrete, and conceptual, i.e. images, text, music) that we can
use inarchitecture now? How do these new electronic technologies change our perception of space, of
seeing space? Inthe end, I hope to answer some of these questions.
Contemporary Architecture has been a subject to this modern society malaise. The ongoing
development of the capitalist modes of production with its concomitant commodity consumerism has created
amoment of crisis that the project of modernism was and isincapable of solving, "namely the disappearance
of asense of history, the way inwhich out entire contemporary social system has little by little begun to lose
its capacity to retain its own past, has begun to live ina perpetual present and ina perpetual change that
obliterates traditions of the kind which all earlier social formations have had inone way or another to preserve.
It is a condition that the television as well as all other tele-communicative media has intensified. 13Art,
architecture, literature, while traditionally promoting "culture," have also simultaneously fulfilled a role that
could be characterized as critical, oppositional, subversive and resistant. What strategy can artist / architects
use inthis modern mass media age?
How can these strategies by fragmented / juxtaposed / used by architects and architecture? I
fig. 13 Frank Gehry - Textile Tower propose aseries of projects by Jacques Herzog and Pierre de Meuron, Rem Koolhaas, Ben Van Berkel, and
Jean Nouvel as perhaps being possible strategies of resistance. The projects are theoretical projects, ---.
competitions, built or unbuilt projects, but they adopt an architecture and alanguage that isvery much apart 15
of mass-media culture and our constantly changing cycles of time. The projects appropriate materials that are
revealed and transformed as mediating devices between the art "building" and the subject / user. Many of
Jacques Herzog and Pierre de Meuron's projects, the Cultural Center for Blois, the Jusseiu Libraries, the
Museum for the Twentieth Century inMunich, the Greek Orthodox Church, and SUVA building, explore the
use of images and text silk screened and inthe form of electronic signboards as facades. Although there are
structural and technical concems, these projects become architecture of the surface. "The envelope becomes
their main research field, beyond structural and spatial organizations. Envelope as the area of articulation
between interior and exterior, where public values of architecture are registered: the face of the building."14 It
isthis intense exploration and expression of the surface through the use of material that begins to determine
anew type of architecture. Itisan architecture inwhich the materials of our culture become also materials
for building.
Similarly, the Cultural Center for Bois project, aproject for two theater / auditoriums, uses electronic
billboards as well to create aconstantly mutating fagade. "Electronic scrolling displays around the entire
building would form a complementary horizontal structure. The vertical curtains and the horizontal words
would result inabuilding envelope that would show itself to the observer inan ever-changing form. "15 Sited
at the edge of the city of Blois, the endless stream of text forming the body seems to communicate / inform
one about the future growth of the city as well as the events and activities within the Center. Image and text
become materials like wood and stone; infact, Herzog and de Meuron themselves say, "Whatever material
we use to make a building, we are mainly looking for a specific encounter between the building and the
material. The material isthere to define the building but the building, to an equal degree, isthere to make the
material visible. Seen inthis way, there isabsolutely no difference between the stone walls of our house in
Tavole and the text facades of the Blois Cultural Center.
Perhaps Jean Nouvel has been the most aggressive to adapt this near- propagandistic use of text
and image as materials for his recent architecture. "During the last few years, his work has been reinforced
by fantastic developments insynthetic images, set design, advertising aesthetics, video clips, cinema,
 fig. 19 Mobieus House Cycle of Time

and the press - all sources of images to be stored, processed, sorted, used." 16 Dumont- Schauberg
16 Headquarters inCologne is a project for the headquarters of a group that owns four newspapers and a
publishing house that specializes inart books and includes production spaces, as well as offices and agallery
for temporary exhibitions of modern art. The Mediapark also inCologne isaproject for multi-use facilities that
include media-data processing offices, apartments, shops, restaurants, and even schools. Each project
shares acharacteristic treatment of the fagade -a use of technologies of glass of transparency and layering,
of the treatment of the surface with texts and images -to create and architecture of that visually relates itself
to consumer culture. "The architecture refers to the area activities and to evolving history of media. Each
building expresses its program on its fagade- screens, which are of anthracite-grey glass, with lighter areas
that admit natural light, or display messages indense colors similar to those on computer screens or videos.
The signage inthe building not only informs, but also contributes to the poetic, plastic quality of the complex
as awhole. The fagade becomes amarker, and the life of the building itself becomes part of the program on
the screen." 17
Rem Koolhaas's project for the Center of Art and Media technology inKarlsruhe, Germany isa
project where program and siting become important as places for intervention. The siting and the program
are intended to imply and establish a series of relationships to the existing city that determine certain
"themes"and oppositions: "1)the futurist Center borders on the classical city of Karlsruhe; 2)the Center opens
onto the periphery, although the train station istumed toward the center city; 3)part of the space isto be
allocated for artists, the other for the public; the Museum of Contemporary Art covers amusical -artistic field
ranging from traditional exhibitions to experimental installations." 18
These oppositions become important points of juxtaposition between city and center, between
public and artist, between past and future. The organization of the entrances to the Center create "zones of
confrontation" between the different users -the travelers inthe train station and the museum visitors and the
artist and the researchers.
fig. 18 Outer/ Inner Lining Facades
 - A. ...
.....
...
.......
.

Ben van Berkel's project, the Mobius house integrates program, circulation and surface seamlessly. 17
The house interweaves the various states that accompany the condensation of differentiating activities into
one structure: work, social life, family life, and individual time alone all find their places inthe loop structure.
Movement through this loop follows the pattem of an active day. The structure of movement istransposed to
the organization of two main materials used for the house; glass and concrete move infront of each other and
switch places. The 24 hours of family life of production becomes the diagram of the house that acquires a
time-space dimension, which leads to the implementation of the Mobius band. 19
These projects- by Herzog and de Meuron, Jean Nouvel, Rem Koolhaas, and Ben Van Berkel,
represent anew type of architecture. Though all the projects create spaces of traditional type (space informed
by programmatic use), it is,in asense, the architecture of the facades, material, and time that distinguish
these from the rest of contemporary architecture. They transform the usual "glass box" architecture to a
fig. 21 Jean Nouvel - Text Facade multilayered, multi-message screen of events inthe urban environment. Although architecture has always
been, inasense, alanguage, asystem of signs imbued with particular meanings, these projects have initiated
themselves into the language of consumerism, of fragmented languages of surface images, words, and time.
Indoing so, they have created an "authentic" architecture that islike the space of the television screen, of
computer, or of the video monitor. The complex layering of meaning possible with texts, and images and the
possibilities of constant change and flexibility of time and space create an enormous potential for the
expressive capabilities of architecture inan age when people can no longer "read" architecture , only the
infinite panoply of images / words that stream from our media. But inorder to establish acritical practice in
architecture, however, it iscrucial for architecture to escape the "purely" two dimensional, to transform these
strategies beyond the visual. It should transform the ideas of program and siting and urbanism and
reconstruct a responsibility for architecture.
 Work C i t e d

18---
.. I Elizabeth Wilson, Adorned in Dreams: Fashion and Modernity (Berkeley:
18 University of California Press, 1985) pg 3

2 Robert Goldman, Reading Ads Socially (New York; Routledge, 1992) pg 228

3 Laurence Benaim, Haute Couture behind the scenes: Contents no 23 [label

France] www.france.diplomatie.fr/labelfrance/
4 Elizabeth Wlson, Adorned in Dreams: Fashion and Modernity (Berkeley:
University of California Press, 1985) pg 67
5Fred Davis, Fashion, Culture, and Identity (Chicago: University of Chicago
Press, 1992) pg 68
6 Fredrich Engels in Elizabeth Wilson, Adorned in Dreams: Fashion and
Modernity (Berkeley:University of California Press, 1985) pg 73
7 Elizabeth Wlson, Adorned in Dreams: Fashion and Modernity (Berkeley:
University of California Press, 1985) pg 74
8 Elizabeth Wilson, Adorned in Dreams: Fashion and Modernity (Berkeley:
University of California Press, 1985) pg 76
9 Elizabeth Wlson, Adorned in Dreams: Fashion and Modernity (Berkeley:
University of California Press, 1985) pg 85
10 Robert Goldman, Reading Ads Socially (New York; Routledge, 1992) pg 2
11 Jean Baudrillard, Selected Writings. Ed. By Mark Poster. (Stanford; Stanford
University Press, 1988), p.42 19
12 Fred Davis, Fashion, Culture, and Identity (Chicago: University of Chicago
Press, 1992) pg 10

13 Laura Mulvey, Visual and Other Pleasures. (Bloomington: Indiana University

Press,1989) pg. 64

14 Alejandro Zaera. Herzog &de Meuron: Between the face and the landscape" in
ElCroquis vol. 60 1883, pg.26

15 Alejandro Zaera. Herzog & de Meuron: Between the face and the landscape" in
ElCroquis vol. 60 1883, pg.46

16 Gilles De Bure. Jean Nouvel, Emmanuel Cattani and Associates: Four Projects
(Zurich; Arlemis, 1992) pg. 11

17 Jean Nouvel, Recent Projects: Transitional Facades. (Cologne, Germany 1994) pg.
23
18 Frederic Lucan. Rem Kolhaas: Recent Projects (London: Routledge, 1994) pg. 140

19 Ben Van Berkel & Caroline Bos. Techniques (Amsterdam, Rosbeek, 1999) pg.10
 L
P R 0 G R A M
 d e s i g n

S
22

s h o w - r o o m s

n
t h e i m

fig. 23 - Retail ng. zJ - b8cKSiege

 The fashion Industry, more than any other art, is located precisely at the 23
intersection "between" the spaces of production and the spaces of commodity
consumption. The Fashion industry is,on the one hand, a creation "for" and a creation "of
the industrial revolution and mass production. The production of clothing iseven today oddly
anachronistic, still pieced together in sweatshops by hand (often immigrant hands) not so
differently from those at the turn of the century. At the same time, modern fashion processes
(marketing, advertising, consuming) are inextricably immersed in the processes of
commodification and consumption; as such, fashion is absorbed by the technological past,
present, and future.

In these interstices and margins of fashion, between production and

consumption, the contradictions between the two now divorced systems begin to show.
By reinvestigating the relationship "between" places and spaces in which people work
to manufacture things and the places and spaces in which people buy and sell things
and the relationship between the value of the space of work and the value of the space of
selling, we can re-establish the social, cultural, economical, and technological sites for
the production and reproduction of fashion (and hopefully in turn architecture).
 P
c U t t i n g

fig. 2 4 - Cutting

s e w I n g

24

pa c

fig. 2 4 - Cutting
j __ - - - ____ _-

The program must address the issues of relations between the various spaces of production 25
and consumption, between factory and store, between design and product. Not only must
it establish the relationship between, but it also must transform the connection of and
reconstruct a value for these networks. It must expose the systems that work
throughout the industry "transform and re-construct the processes"

-process of form making

(methods of apparel construction)
-process of representation
(drawing convention techniques /
Imagery:mass media)
-process of fabrication / materiality
(Archi-tectonics)

fig. 24 - Fold/ Press

 C
d i s t r i t io

0
a d v e r t n g

Intervention
26
The program I have chosen, then, is the fashion house, that is the headquarters for a

S Fashion Design WORK/Shop. It is a building for a small collaboration of young

designers who can benefit from the various spaces of the building and the opportunity to
work inclose contact with some of the production processes as well as other departments
of designers.
U
Ina society that has grown up with the mass media, with the tumultuous and even rapidly
r e p r e s e n t a ti o
changing world of images, styles and fashions, and with even-shortening attention spans,
this fashion house will struggle to produce modem clothes for the modem working person.
It is for clothes that are "in-between" the market, that can be wom at both work and at
leisure. Incorporating the most advanced technologies the WORK/Shop can facilitate
small, short and flexible production runs, which isimportant to remain competitive intoday's
market.

f a b r i
 VVORK~ho IO~fs exp 1 2

1)p ncessescdpdc*~rnm t L

fig. 25 - technological processes (i~e

-saeforr d bi p

*s.eforfhx Few~

(spam of Ie uvey-d
 Fashion WORK/Shop
(Building Total 23,000 sq.ft)

Showroom Exhibition 4700 sq.ft Production 5000 sq.ft

Fashion Runs "Stage" 3000 Cutting / Pattern 1000

(runway, area of intensified display, (Pattern Cutting Tables, Fabric Roll
shows, presentations) Storage, Assembly Space)
8--,- Backstage (included) 500
28 Sewing 1000
Gallery "Street" 1000 (ind. workstation, assembly spaces,
(zone of view of end product with inmass computer aided technology)
media content, a space upon when all
others occupied (return public to public, Fold / Press 1000
with no obligation to buy ) character of (Steam press, Fabrication Processing
"Window Shopping" machines, assembly space)
Cafe 500 Package / Loading 2000
(included inbetween gallery & runs) (Material Storage, Boxing, Loading
Platform)
Wallpaper "Billboard" 200
(fast, flexible way to continually renew, Prototype Area 1500
the identity of the WORK / Shop, an (viewing prototypes inprogress, new
intervention of image and display) technologies of manufacturing, creative
process by display of assemblage
Retail + Trading Floor 2500sq.ft studies)
Trading Floor 1500 Material / Design Library 400
(exchange of ideas and products, (Material, Swatches, Style Database)
rapidly changing information / image,
technology, media, &e-commerce retail)

Retail Circulation 1000

(Zone of entrance Acash out related to exhibition)
Design 1700 sq.ft Reception 2300 sq.ft

Design Spaces Entrance 600

X 300
Y 300 A)Biscayne "exhibition" 300
300 B)2nd Ave "Retail" 300 29
Each:
1 design office @(100sq.ft) Administration 1700
3 Workspaces @ (64 sq.ft)
Collaboration Space 300 Offices 600
4 @ (150sq.ft)
PR Relations 500
Retail + LAB 2500sq.ft 1@(300 sq.ft)
3 @(60 sq.ft)
LAB 1200 Conference Rm 600
Ig@400
(experimentation, innovation,research,
studios, &special displays) sm @ 200

Retail Circulation 1000

3Zones (X,Y,Z)
2 Sets of Fitting

Fitting Rooms 300

Men &Women
6 Divisions @(12sq.ft) each
P ommmirp- I - -- - -

S I T E
 Urban r e I a t i o n s h i p s

PALM BEACH

f I r d a
BROWARD
.. .Eastward Ho
Focus Area
32 MONROE - warG
FASHION /
'- DESIGN of the world and entertainment central, Miami might expect to have a native
DADE fashion industry. In the early twenties when the art deco style was in the
N' eI a ydesign limelight along with the influx of Latin American and Caribbean
Park
immigrants caused the thin line of cultural diversity to widen, Miami
became a mecca of import/export for the fashion trade for countries all below
the equator.
A Some of the outlying neighborhoods around the city of Miami were the
centers of the industrial revolution; there the textile mills, factories,
wholesale import /export warehouses flourished until the beginnings of the
twentieth century. Although they are currently abandoned or neglected there
they remain with some potential for integration.

M
I

;:%AW 060 vft

g - Liffle Haiti-Miami

33
 Looking at the existing conditions
there arises a unique opportunity to tie this
building two separate infrastructure and
communities. This new typology that is
interjected into the context acts as a case
study of how collaboration can benefit the
industry

34

I
I
I

~# I

The site is aconjunction whereby the lines of a limitless itinerary cross with
others to create nodal points of outstanding intensity. These nodal points
become ruptures of discontinuities "unexpected collisions" between different
users, museum visitor / commuter, designers / intellectuals and viewing public.
The event discretely displaces the user /visitor /commuter and perhaps disrupts
their normal thought pattern. Here the facade can play into imagery of
transformation
 1
35

The intervention becomes an architectural "event" where city and The site generates an overlap between different programmatic
neighborhood come together .Itconstitutes an outstanding instant zones within the context. The place of overlap can become a
inaconstant flux, a harmonious, polyphonic "chord" inasituation of communal / public space that is result of two or more disparate
permanent transition. zones, between city and center, factory and store, public and
designer, past and future. "zones of confrontations" -between
polyphonic "chord"- making of a place between "polyphonic instant" different users.
(the architectural event)
SITE r e i a t i o n s h i p s

Located next door to the once moribund Design District which

iscurrently enjoying a renaissance of rehabilitation isanother quietly
thriving neighborhood that is overlooked by tourists and locals: the
historical Fashion District of Wynwood neighborhood. Named for the
wholesale warehouses along NE 2nd Avenue around 36th Street, the
fig 28 -95Highway Entrance tree-lined Fashion Avenue is a shady amalgamation of quaint
cafeterias, mom-and-pop groceries, playgrounds, and rows of rundown
fashion manufacturing warehouses.

The building is ina unique position directly adjacent to the

entrance roadway of the district and acts as areceiver from the flow of
traffic from the 1-95 entrance ramp and as well as travelers along
entering or passing by the district on Biscayne Blvd. Since it is placed
within the entrance of both districts (Design and Fashion) itshould have
acharacter of both. (Store / Factory).....of both site typologies.

fig. 28 - Design District fig. 28 - Fashion District

- - - - - - - - - v- - - - - - - - - - - ..-- -Showroom / retail / artist studios on 2nd Ave. of the Design District
-. .-. - - -Industrial Manufacturing Factories inthe Garment District
- - - - - - - - - -Series of museums along Biscayne Blvd.

The new building for the 37

work/shop, as a new typology for
fashion manufacturing/ designl
retail plays a significant role in
the social life of the community of
Miami. It is designed to perform
as a new landmark for the 377
gateway of the two districts,
which ties in with the existing
landmarks of the area:

venesan causeway

fig. 28 - Fashion District

 S...... ge**.*
* S * S
* * e 0

Si
4A s4 Sf

-L--
4 0 1# 4 ST

38

LL-tL AA i
0 0 0.

- -a P *
* , 00 ! . e
s f- 112 /
M.
-- I * * aft
*M.

;ee & a S

.9
e e I I
a i e4 I I

* S U it Map
* 5
* 5
* 0
0505000
The district slumped hard during the recession inthe early Eighties. But today, like the
design district next door, it's a neighborhood on the rebound. Both the Miami Design and
Fashion District are located close to the center of downtown Miami and the Port of Miami.
The Fashion District is one of the most complex and afflicted inner-city areas of Miami,
simultaneously influenced by several different and opposing forces around it.

The area is a cultural cross section of contemporary Miami. Being one of the most
ethnically diverse populations inthe city, it also serves a large number of manufacturing
jobs, mostly in the apparel Industry (48%). The remaining jobs are primarily Industrial
(27%) and commercial work (25%). With its 3,800 residents including workers it is a ig 28 - Westside
pedestrian oriented area.
39
Site Observations

NE 2nd Ave /NE 36th Street

-portion of NW 2nd ave serves as main north-south thoroughfare
-perceived as spine of the neighborhood
-leads into Fashion District fig. 28 - Eastside
-light industrial type business (manufacturing warehouses)
-small scale interspersed throughout

NW 5th Avenue -from NW 29st terrace to NE 42st

-portion of NW 5th st isadjacent to Foreign Trade zone
-important commercial buffer zone betw. Residential to west and Industrial
to east
fig. 28 - Southside
Biscayne Boulevard / NE 39th st
-ability to serve as a connector from 21st st and 32nd st, as well as a gate
way into the area bringing people into fashion district and foreign trade
zone)
-from Downtown Miami, the various city nodal points on Biscayne Blvd.
itself, and 1-95 Highway entrance
C O N C E P T U A L A N A L Y SI S
 Cycles of s p a c e, time, surfa ce

Cycles of Space and Time

The Process of Design - Production - Consumption

Fashion Forecaster Designer Fabric Selection SDesigns Created

42
predicts color 4years in advance works with forec ster in swatches, color info, and style with material pallet

Fabric Companies
send swatches to designers

Fsho ew al Decision of Line Sample Check IPattern Maker

Mid Sept (spring / summer) consists of forecaster, designer, sketch models for check works w/designer to create piece
Mid Feb (Fall / Winter) pattern maker
"cycle restarts after each showcase"

Lead Production
creates first run that leads to factory

ashion Sho s partment Orders Production] Cons umption

consists of forecaster, designer, clients order direct lead into production
pattern maker
Displays

Sewing mmercials

Fold/Press 1Photo Shoots

Diagram -Illustrates the Cycle of
Fashion from the Design level to
Consumption level.
Packaging -Advetisemn
D E S I G N
P R 0 T 0 T Y P I N- G

43

MATERIAL SEL EC TION

P R 0 D U C T

P
T

N
fig. 29 - Palette of Production to Consumption
 DI P/ C Relationship existing
"Linear Process' p
D

44

Feedback Loop (betw. D/P)

"addition of Consumer"

The relationship between Designer, Producer, and Retail isanalyzed

by these series of diagrams. Insearch for the most collaborative and
flexible relationship, the Non-hierarchical system proves to be the Non-hierarchical Arrangement
"Involvement of D/ P/ Cat all times"
most adequate.
I

The Fashion WORK/Shop as

an intervention or invention
within our modern society cycles of fashion
must confront:

- issues of ( space) cycles of production / distribution

- issues of (Time) mechanical and machine time
- issues of (Surface)

public /private
image / advertising time 45

social

urban / local

or

ind ivid u al
consumer

rtual

exterior / interior skin starts:

-mutating
-communicating
natural / controlled
environment -advertising

the activities w/in the building

 Br e ak d ow n of the linear process of pr od uc t ion :

46
II I

Design and Production spaces can act as attracters and

repellers; as (two opposite forces) as two ends of a spectrum.
The retail starts to generate a magnetic field (the consumer is
the magnet) that is drawn to the components of design and
production

Design

Retail

Production
 The re-insertion of Design and new typology of retail

design design

library O admin

exhibition exhibition

47

I / / design I - production

produc production

-Design and Production components are flipped adrmin.

-Retail space iswoven inbetween the components Gale PR

Iii I II
I I

I I I I

I | |
48

Tubes of Space
"directionality of movement"
 Conceptual Model
"Folded planes act as tubes of spaces that are the varies
components of the program. The void space isthe retail
space that weaves through""

Programmatic 49
Broken up indifferent elements (3Designer x,y,z)
(4Production cut, sew, fold, package) *
(Package can be separate)
(Retail space for x,y,z)
Design solution:
- Program elements are paired (Design element has adirect relationship with an element
of production)
-Retail space weaves itself through the relationship acting as the circulation space
ONbetween the two
-- W -m-
Reason:
To develop a malleable relationship between the designer and production processes,
where a two way model for design and production is adopted rather than the current
designer to producer model. Retail becomes then the inbetween space to further support
the seamless connection as well as support the integration between production and
consumption
D E S I G N C O N C E P T
 Producer
Retail r e l a t i o n s h i p
Designer

52

Production as the "core"of the building:

Spaces of Design and other production components
begin to intersect the core as retail weaves through

Interlocking Production and Design Space insection

allows places of "collaboration" between Production and
Design. When the element of retail iswoven into the sec
R --- tion a relationship between all three develop at different
levels.
 Though there are many possibilities, the drawbacks of having
arigid core of production include:

D C
53

- lack of flexibility
(the core becoming a rigid element did not allow
malleability across the building and between
spaces)

D C

- development of hierarchical space

(from the early analysis a NON-hierarchical space
was very important inorder to provide interactions
on all levels. Placing production in a central
position gives it the most importance making all
others secondary)
P
 "Overlap of Production/
Consumption"

"Consumption..
Zone"

"Idea of a NON-HIERARCHICAL SPACES that is non-linear" "OVERLAP"

54
Why:
-provides a circular design process
"Production...
Zone" -Involves all systems of production to collaborate
-provides more variation
-Designer / Producer goes back to the idea of "tailor"

User: Production User: Consumer

** * *
-integration of all parts -immersed inproduction process
Zone"
-back and forth input -involved inprototyping input
-involvement at all stages
.000 "Rtail"' .* ....

platfo rm s e . .0 ,. 0

"Designer"
studios
55

*ak e DESIGN RELATIONSHIP ( urban / site/ program)

area*The WORK/shop as a landmark is a transparent / translucent / semi
translucent rectangular volume that accepts the forces of the site
(community / visitor / speed). Inside the volume is a series of program
components in which the user moves through and experiences. Each
components serves the different programs of Fashion Design /
Manufacturing . The retail component isdistributed into Circulation and
platforms that weaves through the components. Changing the typology
for retail from a segregated element to a more utopian element of
circulation allows one to experience the narration of Design and
Manufacturing by experiencing the cycles of production through vertical
and horizontal movement within the space.
 se *.* eretail pf.

e e cons. circ.
** *design studios
56

cutting

e o easDisplay
Experience of the workshop means leaving the horizontal
plane of the city (Miami topoless area) and moving up, rising,
.0... prod. circ. means from the horizontal to the vertical, means finding and
sewing discovering the platforms (consumption) and moving along
with the cycle of production / consumption.
e * * * erunway

e ** - backstage

*...e ee-e Main Circ.

 Design i Retail Relationship Axon
Diagram of Interlocking / floor relationships

57

Architectural Design:
- series of platforms (open flexible space)
- series of closed components (solid private spaces
- two modes of circulation related to Production/
Consumption (Formal / Informal)
- Emphasis to Fashion Runway Space
(Mediator between Production /Consumption)
- Fashion Runway as direct relationship to site
(mode of speed with the highway)
 Modes of Circulation
Formal &Fast
Formal circulation relates to production / design team to move quickly
by means of elevator or stair to desired level.. .as well as consumers if
InfomFl
necessary.
Informal
Informal circulation mean going from platform to platform, roof terrace
to terrace. From top of one volume component to the next which forms the
anatomy of the building. Italso means using ramp designs as open retail
58 spaces.

Display Case

ShawCase
Isavery transparent and asymbol of the building (located at the bottom
of the building it acts as a Image / Display for the Workshop.. .inside isthe
exhibition space while outside it acts as a image screen. because of the
DmpayCms
nature of the open site the building has an open plinth structure at the
bottom which enables the display case to seem transparent at times at
Biscayne end it opens up wide and shallows at the other end of 2nd end
(inorder to address the relationship between the speed of the two ends as
well as acceptor)
Outer / Inner lining (Thin Membrane)
Solid anatomy of the building at times iswrapped inadelicate facade. It
volumetric appearance ismaterialized by a light screen. Itacts as athermo
screen and a warm windbreaker. The screens have a light weight textile
quality that act as protection that istransparent and at times are interrupted
by anatomy of volumes within that penetrate through the barrier
 . 0 - - - - --- - "Consumption
Zone"
0
0
S
0
0
S
*
"Informal Circulation"
* U
I S
0
0
*
0
0 *. 0 0
production
consumption
59
.... ~.
C
- "Formal Circulation"
1
0
production
0 consumption
S

. 0 0 0"Production
Zone"

."Mediator Runway"
. .Zone
T E CT ON ICS
Outer / Inner / i n i n g
what is the purpose of a lining?
-allows free movement (resist friction)
-protects body from tough outer material
- light / usually smooth
- it gives before outer material does
undershirt - - heavy construction on the outside

I2
drawers - - lighter construction on the inside
shirt - - PROTECTS the body
slacks
vest - at times it may reverse
coat -
overcoat = - lining can reveal itself
- outer material changes
- lightness on the outside
- heavy material inside (insulation)
- PROTECTS the inner material
exploded axon of the "constructional layers" of lining in an overcoat

fig. 30 - 7 layers of materialon the body fig. 31 -Layers of Clothing Construction

 OUTER and INNER Lining:
Becomes the architectural language to provide places of movement, tension, negotiation
Transition of surface / space / time

Outer = passive = thick wall

Inner = active = thin membrane
Outer layer has a permanent nature
It provides stability, permanence, a protective character

Spaces of relevance:
63
Fold/Press Room Conference Rooms
Package / Loading Direct Movement
Display Partitions Places of opaque quality
Material storage Defining boundaries, edges
Swatch Library

Inner Layer has aflexible nature

Itprovides flexibility, active, atemporary character

Since its quality is not permanent it negotiates space, enabling certain component to
expand or contract, giving the retail space adynamic quality that can constantly change.
At times it can act as Wallpaper (fast, flexible way to continually renew, the identity of the
WORK/Shop. An intervention of image and display

Spaces of relevance:

Design studios (consumer relationship with Design lab)

Sewing spaces (consumer relationship with assemblage)
Cutting Fabric space (consumer relationship with materials
Retail Circulation
Exhibition (Display Case)
Collaboration spaces Design / Production Relationship Axon
Prototype Gallery Outer Lining "Solid Tubes" = Designer
Inner Lining = "Void Negative" = Producer
 Programming t e c t o n i c s

The "lining" can act as a "seam" between different programs, where two (or more)
spaces, two (or more) programs collide, elide, pose next to one another. The spaces of
entering (of people or materials) becomes a place for a transparent inner lining. It then
becomes aspace of confrontation between the clientele, the workers, and raw materials.
4SEAM a joining by a line of stitching two
pieces of cloth near the edge; a crevice or
interstice where edges abut.
The "lining"at times can becomes a "pleat" and start to overlap onto itself, where
program share space or join together. More than a seam, it is a collision between
sometimes disparate or shared programs / spaces. There could be an overlap between
the fashion event spaces and the production space of the workers.
PL EA T especially to form, crease, or
arrange in folds; a creased or uncreased
fold in cloth made of doubling over on itself
to form a section of three thickness.
Like the seam and the pleat, a darted "lining" provides a space where program are
conjoined or "folded" together, the DIFFERENCE being that the "dart" is hidden away or
discrete. Production spaces such as the fold/press area can most closely approximate
the condition of the dart, that is hidden.

a stitched tapering fold that is hidden. It

enables the material to take shape and is used
especially infitting garments to the curve of the
body.
 65

PROGRAM LocAL ScALE

DUAUTY "between"
- extroverted
- introverted
"how do they start to react to
each other?"
Programmatically / tectonically
66

Building Relationship
"between surface and space"
"the Outer ! Lining"
 67

Model Studies
"Outer /Inner Lining relationship
to form"

Body Relationship
-Fitting Rm
-Display Partitions and Pedestal
-Seating area / Cafe
 Material s t u d i e s

68

LIZJ

Li Drawing on the historical link between architectural building surfaces and

textile clothing surface, the material investigation begins to borrow
techniques from apparel design in order to develop a new category of
tectonic relationships. Inorder to understand the nature of the material,
as series of cuts and folded darts was used to give this thin ply 2D surface
a 3D spatial form. The cuts, seams, and connection enable away to go
against the nature of the material and exacerbate the materials' spatial,
tactile, and experiential quality.
 69
DART- Astitched tapering fold that ishidden.

Enables a material to take shape and is used to provide a

spatial curve to a form

Itcan change a 2D shape intoa 3D shape by aseries of cuts

and folded stitches. The expansion direction isdependent on
the x,and ydirction of the cut.

~I
 WOVEN MATERIAL

"Understanding the Warp and Weft"

WARP- vertical thread direction needs to be stronger and should not stretch
WEFT - Horizontal Threads, are weaker than the Warp, but gives the material flexibility

Warp iswhat gives structural rigidity to fabric depending on its direction it will bend.
Placing aseries of warps together provides a structural framework that enables 2D surface
70 to take a3D form. (tension / compression).
 71

WEAVE- Atextile woven together by two

separate fibers.

The two fibers have a duality relationship

where one is more dependent on the other.
The fiber iswoven as arelationship with rigidity
of surface and density of translucency.
 rFFFrI_ - - - - - - - - __.mw

PLEAT- To form acrease, or arrange infolds

over inon itself

DART- Astitched tapering fold that is hidden.

The Fold / doubling over of material and space to provide

surface I structure to expand and collapse.

------
_ The fold and seam work together in providing a direction of
72 movement. The fold isstructural along its "x"axis and
flexible inits "y"axis.

The Pleated Dart enables surface to take structural rigidity

Pleated Dart and form in-between spaces; allows spaces to be separate
Study of how adart and pleat together can and be shared at times.
become spatial.anbesrdatim .
Dart works Vertically
Pleat works Horizontally

&E
7 --- ,,-

73
 .: -,
....
..... - -- -

FI N A L D OC U M E N T A T ION
 Study m o d e Is

76
-- - - .4 - - 0- =d.= -W .- -- - 92M

I
 Final mo de s

78
 Li
m
B F0
wn E~al El zz
2D
F- c
oE
O[P[] T4
Lo
EKEJ
] 0
Ii
WLO ilL l z -
D'o.a
~Ei ~i7I~J777tF-h= D
GDI] EFci]F 79
1--!

LII ED [17 1 =E
LZRULDJI1FU
n
3 aILj
K- 1 '
tl 1 X
FD-b [1 =22NOT -
m-F-7_

Site Plan Miami, f

1184" = 1'- o"
80
The different components ofthe
program start to define an
P/ -
_ . -- _ "overlaping" relationship
E -_-_ sectioney between P / D / C.

section A "components"
1/32" M 1'-"
 A

Cafe SWay
Showroom

Lobby -g F Enter noe

Enterance 81

B -
i_-

IIlI

first floor plan ofDISPLAY

1/16" = 1' -oi"

fjI'~Z1 17~~-
asymnetrical relationshipi s

i'LL established by te hu acyent

zones of esiat.These zones
emphasize hW dua t d etaset in
doe'oapng relatioship
bMh~e production and
consumption
the aem(showroom vs warehouse

-I i
LJ t
82

Circulation relationship between

program components In section.

71W 'Infomial" vs "formal" circulation

section B --- "circulation'

1/32" = 1 0"
 C

83

B
B--- ___ __

second floor plan "PRODUCTION VS.RETAIL&

1116" = 1' - ."

-so vsmoid"
ieao s mwtate Uhe
varadon bewn
"pmnent" and eadble"
space- Anpnxdct onIt
becomes -machn we-vs.
"asem g.e" tht can
change whme nedd
84
"Runway" space as the "medlator"In
section to site and building program.
It is defined by circulation and
modes ofmovement

section C "Runway'
1/32" = 1'-0"
 z , .IA

h I

85

Trading Floor Fashion 1~ur1Vby

I Retail Showcase
A, B
B

third floor plan --. "R u n w a y'

1116" = 1' -ff

"MACRO
vsMICRO" Thenway space Is the main
InFqIponseto On 3* g ckoulation ba of the bulding. It ac
retaknen ba~veveciw and a "medlutor and "comunkator"
pedwsbfn zoes fthareafdi fr the buftkg (Inbetw.producwon
LU sped mnd movemeoffthelemq and conaungUon) by havg a
ac mn ~ lon to 93
d10ret vual and dhct reatonship with
novamentoff te uysp". thehighway.
86
 1.

A ----- A
i~1
- I

87

I K

B x ~

fourth floor plan ."DESIGNER STUDIOS'

1/16" = 1'-0

The designer studios act as tubes of The designer studios components

spae that haew adk clonel" have a diect reltionshIp wth te
relationship with apatcularares of retall and producton space below as
the site. well as the "Inform" and "orm
crculaon route.

u I u
 .
.....
. .....

C 0 N C L U S 1 0 N
90 C 0 N C L U S I 0 N
 Fashion in all of its manifestations maintains an ambivalent stance interms of this search for a critical positioning.
"We live as far as clothes are concerned isatriple ambiguity: the ambiguity of capitalism itself with its great wealth and great
squalor, its capacity to create and its dreadful wastefulness; the ambiguity of our identity, of the relation of self to body and
self to world." Fashion remains between production and consumption, between body and society, body and self, between art
and advertising. Fashion escapes mere clothing; it isabout sex, identity, society, greed, desire, and much, much, more. In
spite of this, or perhaps because of this, fashion continues to be a site for expression, invention, criticism, negation,
opposition, and resistance. By investigating architecture for fashion, one can develop an architectural practice that can do
the same.
The intent of the design project was to synthesize the ideas that I had established throughout my research. The
architectural issues were program (that included the activities of the center and their relative relationships), site (the
relationship of the architecture to its location in the city as well as its urbanistic intent but also its locus in the building's
activities in global terms, fashion production in relation to history and present), and finally aesthetic content in relation to
tectonics (the exploration into surface, form, the skin, the exterior). The aesthetic, the skin becomes, another level of
information that ties into the ideas of "process of form making", the archi-tectonics of surface, structure, and form.
Inthe end, the architectural project and the program of the fashion WORK/shop transforms and re-constructs the
processes that (in)form fashion production and consumption: designing, pattern cutting, making the sample, adjusting the
design, choosing / designing the fabric, making markers, cutting, piecing together the garment, market and selling. The
fashion WORK/shop, as an intervention or invention within our modem society, confronts space (physical space, the space
of the body, social space, the space of consumer society, electronic space) and time (the cycles of fashion, the cycles of
distribution, mechanical and machine time, and advertising time). The architecture transcends the two-dimensional space of
surface to transform also the program, space, and the urbanism of the fashion WORK/shop. Itfinds critical moments inthese
processes and re-establishes alink to the reality.
The siting and program of the fashion house implies a number of relationships between 1) the processes of
production and consumption, 2)the users - shoppers and workers, and 3)the building and the existing city. Inestablishing
programmatic conditions, there is,perhaps, an analogy between architecture and fashion, by overlapping disparate activities
into a heterogeneous system. This system creates a locus where production can begin to resist the spaces of
commercialization, where workers are at some level equal to the shoppers, the models, and the photographers. Through the
methods of clothing construction we can find new ways of conceiving both space, surface, and program. Inthe space
between the surface and the program, there isroom for resistance.
.......
.....

Funurn r ci i t s4Z
All images and figures by the author unless otherwise noted.
All icons are courtesy of Irving Penn, Issey Miyake; Boston, New York Graphic Society; 1988
SECTION ONE - INTRODUCTION
lIssey Miyake images from Laurence Benaim. Universe of Fashion: Issey Miyake;
New York, Rizzoli; 1997
2.Images from Wim Wenders. Notebooks on Cities and Clothes [Video
Recording]; Berlin, Film production GmBH; 1989
3.Conde Nast Image from Mildred Friedman. Gehry Talks: Architecture and
Process; New York, Rizzoli;1999
4.images from Wim Wenders. Notebooks on Cities and Clothes [Video
92 Recording]; Berlin, Film production GmBH; 1989
5,6,7,8.Historical Pictures from Elizabeth Wilson. Adorned inDreams: Fashion
and Modemity Berkeley, University of California Press; 1985
9, 10. Lead Production Image from Juliet Ash and Elizabeth Wilson. Chic Thrills: A
Fashion Reader; Berkeley, University of California Press; 1993.
11. Prada commercial image from Rem Koolhaas and OMA / AMO. Projects for
Prada Part 1; Milano, Nava Milano Press; 2001
12.Office Image from Mildred Friedman. Gehry Talks: Architecture and Process;
New York, Rizzoli;1999
13.Gehry Tower Image from Mildred Friedman. Gehry Talks: Architecture and
Process; New York, Rizzoli;1999
14, 15 Cultural Canter for Bois &Greek Orthodox Church images from Alejandro
Zaera. Herzog &de Meuron: Between the face &the landscape"
inElCroquis vol. 60 1883,
16. Dumont Headquarters image from Gilles De Bure. Jean Nouvel,
Emmanuel Cattani and Associates: Four Projects; Zurich; Arlemis ,1992
17. Center for Art image from Frederic Lucan. Rem Kolhaas: Recent Projects;
London: Routledge, 1994
18, 21. Facade images from Gilles De Bure. Jean Nouvel, Emmanuel Cattani and
Associates: Four Projects; Zurich; Arlemis ,1992
19. Mobieus image from Ben Van Berkel. Techniques; Netherlands, UN Studio and
Goose Press; 1999
20, 22. Facade image from Alejandro Zaera. Herzog &de Meuron: Between the
face &the landscape" inElCroquis vol. 60 1883,
SECTION TWO - PROGRAM
23.Designer Images from Wim Wenders. Notebooks on Cities and Clothes [Video
Recording]; Berlin, Film production GmBH; 1989
24.Producer Images from author. Legure Manufacturers Ltd. Miami Fashion District,
Florida; 2001
25.Consumer Technological Images from Mateo Kries. Vitra Design Museum Berlin:
A-POC Making: Issey Miyake and Dai Fujiwara; Berlin, GZD Grafisches
Zentrum Drucktechnik; 2001
26.Consumer Images from Mathew Smitis and Lelik Zeynep, eds. Fashion:
Thresholds 22; Massachusetts Institute of Technology, Department Of
Architecture; Spring 2001. 93
SECTION THREE - SITE
27.City of Miami Images from Freddy Hamilton. Insight Guide: Miami; Singapore,
Insight Print Services Ltd.; 2000
28.Site Images from the author unless otherwise noted.
SECTION FOUR - CONCEPTUAL ANALYSIS
29. Palette of Images from Rem Koolhaas and OMA / AMO. Projects for Prada Part
1; Milano, Nava Milano Press; 2001
SECTION FIVE - DESIGN CONCEPT
All images and figures by the author unless otherwise noted.
SECTION SIX - TECTONICS
30. Layers on the Body Image from Bernard Rudofsky. The Unfashionable Human
Body; New York, Paul Theobald; 1971
31. Coat Construction image from Bernard Rudofsky. Are CLothes Modem?. New
York, Paul Theobald; 1947
SECTION SEVEN - FINAL DOCUMENTATION
All images and figures by the author unless otherwise noted.
SECTION EIGHT - CONCLUSION
32. Eye image from Issey Miyake images from Laurence Benaim. Universe of
Fashion: Issey Miyake; New York, Rizzoli; 1997
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