Each brand is a unique universe, an imaginary space, often imprisoned in the meanders of stories already told a thousand times, which are always the same.
We travel with our minds and explore archives, trigger a process of rediscovery and renewal. We know how to imagine evocative tales, we avoid ordinary slogans, we enjoy creating new visions by rereading the brand through an unprecedented gaze that makes the space of the narrative explode and expand.
A gaze that extends through multiple and plural means, that allows us to make it malleable, to make it bounce, reflect and multiply to create surprising and unexpected experiences.
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.
Oscar Niemeyer, Brazilian National Museum, Brasília. Ph: Gustavo Leighton on Unsplash 
Oscar Niemeyer, Ibirapuera Auditorium, São Paulo, 2002. Ph: Vinicius Löw on Unsplash 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.
SITE, BEST Products Company, Retail Store, Houston, TX, USA, 1975. 
SITE, BEST Products Company, Retail Store, Houston, TX, USA, 1975. 
SITE, BEST Products Company, Retail Store, Houston, TX, USA, 1975. Finding voids through a performance between built and unbuilt, overturning the place, reshaping space and time, conveying an experience.
Gordon Matta-Clark, Conical Intersect, Parigi, 1975. by bianca.maggio is marked with Public Domain Mark 1.0. Including new ideas, new actions where before there was nothing.
Denise Scott Brown, Urban Design 401, Form Forces and Functions in Santa Monica, UCLA, Syllabus, 1966. 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.
Henry J. Goodwin, Randy's donuts,1953. by Carol Highsmith, 2005 (LOC)" by pingnews.com is marked with Public Domain Mark 1.0. 
Frank Gehry, Chiat/Day Building, 1991. Ph: Lashup Or having two goals, one real and one imaginary; do not take for granted that the former has the greater importance.
Carsten Holler, Soma, Hamburger Bahnhof 2011. by Tomislav Medak is licensed under CC BY 2.0. 
Anish Kapoor,Destierro Earth, Venice 2022. Ph: Lashup Places where incredible things may happen.
Alejandro Jodorowsky, La montaña sagrada/The Holy Mountain, 1973. 
Surprise and amusement.
Raising an expectation where before there was nothing and making it the strong point.
Last Resort Sign, Bombay Beach. Ph: Lashup Changing the perception of some now known space.
Peter Eisenman, Berlin memorial to the murdered jews of Euorpe, Berlin, 2005. Ph: Omar Sotillo Franco on Unsplash 