PORN-ARCH: OMA and shops Victor & Rolf. Distraction, seduction and botox.


PORN-ARCH: OMA and shops Victor & Rolf. Distraction, seduction and botox. By: Pedro Livni + Gonzalo Carrasco Purull.

Recently OMA (Office for Metropolitan Architecture) has designed the store to the Dutch brand menswear Viktor & Rolf (http://www.oma.eu/index.php?option=com_projects&view=project&id=1321&Itemid=10 ). Located in the Harvey Nicols in London, the store aims to become the generic model for future sites to be replicated in the rest of the world.

Oddly, the OMA design is closer to the postmodern figurative manipulations and Camp, which architectural violations, a trademark of OMA, the firm has been conducting in the same area for PRADA. The headquarters of Viktor & Rolf London has a conservative design dominated by the logo applied on a mirror and a center piece like a broken column, both in glossy black resin – which acts as a wardrobe. Without more ambitious than those of a conventional movable top section consists of a more typical molding cloying Last Philippe Starck than the usual techno-material violations of OMA.

Not long ago opened in Paris, also designed by OMA – Rem Koolhaas, in this case associated with the designer Clement Blanchet, the restaurant Le Dauphin. Figurative mannerism away from Viktor & Rolf at Le Dauphin sober space is stained white due to the use of Carrara marble to line the floor, walls and ceiling.
In common with Viktor & Rolf, Le Dauphin is also away Koolhaas transgressive research. Perhaps the New York times are delirious far away, or perhaps as spectacular this time the transgression and novelty are not to transgress.


Botox`s Strategy.

The project presented by WCO Victor & Rolf stores is made from an observation based on market research, which indicates that men unlike women spend less time in the operation of buying clothes. Thus, to further enhance the speed of purchase male, is that OMA works with the size of objects within the store, increasing the scale of some of these, such as pillars, mannequins and even the logo shop. In a strategy that, like the enrichment of body parts through the use of botox, is being sought – by size – to seduce the potential buyer.

Thus presented, the project is based on a conception of commercial space as a non-neutral. Where – at least for OMA – this is characterized by being differentiated in terms of gender of his employer. A specialized sexually space where male behavior would be associated with a kind of natural distraimiento – or “blasé”. Thus and in order to capture male attention, is that things have to “enlarge.” An exercise such as in the case of children’s books, the text has to be placed in “large letters.”

Thus the subject who is thought to design stores Victor & Rolf, besides being a sexually specific subject, it moves through a swap absently. A place where the eye travels without paying much attention to things, a look to which everything appears the same value. To achieve this look elusive set of contemporary man, is that the designer gets it by seduction that gives the size. Wherein the standardized area of ​​trade is perverted by a change of scale, where things take a concrete presence – albeit temporary – just because of its relative size.

Column: Gender and character.

Of all the elements in the proposal, one stands above all others: the column. Or at least part of it, which has grown beyond the space available in the store. Since the project is based on an understanding of commercial space as an area specialized sexually, is that it seems trivial that the main protagonist of this space is an element historically associated with the expression of male character, as is the column. And this seems doubly redundant OMA proposal. SI on the one hand, things become larger to capture the fleeting look of contemporary man, with the intrusion of a classical column into the shop highlights the gender of who is intended audience for this space. As things grow to serve as a trap for the gaze, the column serves as a mirror in which masculinity is represented. At least in its most classical and traditional reading. It is not trivial addition to these areas – the trap and the mirror – are characterized by a highly reflective finish. Where the man travels, is captured and reflected in the convention of a tradition.

 

Chippendale in latex.

While the increase of parts or architectural elements could suggest that the strategy adopted by OMA has a postmodern look, there’s something in this proposal becomes elusive and complicated any comparison with those architectures.

While in the vernacular postmodern surfaces or at least the recognition of a tradition to which reference or “quote” is one of its main features, surfaces as Viktor & Rolf stores, they seem to refuse membership to any tradition. The black finish and reflective of these areas not only nullifies the sutures or traces of its construction, but weaken any evidence of this in Classic trim the base of the spine. In an exercise like the white color of modern architecture, erase all track materials and processes that made possible its construction. Some surfaces like a latex suit, faithfully reflected the peculiarities of a specific body – in this case, the classic body of a column – to return an image “other” of this. Where are perverted the meanings commonly assigned to things, to create a new experience. An experience that leads us anywhere, to any history.


Porn-Arch.

The space generated by the OMA proposal for Victor & Rolf talks about architectural scene in which what is considered acceptable and desirable in architecture, is quite similar to the excesses of contemporary design dominated by a deep discomfort with the beauty of everyday phenomena. Where the same category of beauty is empty, like a photograph too long exposed to sunlight. Where what seemed right and desirable to us yesterday, today appears banal and insufficient. And hence the fleeting glance back, thinking everything is loaded before your eyes the same value. A conception of beauty always insufficient, to which the answer by the prosthesis, implant, deformation, or simply “big.” An effort to make the device more than a means, a terminal station. A contemporary scene that sometimes seems to have left aesthetic reflection for the porn.VKPK.

 

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