Catalogue Habitat

The very concept of residence today can be analyzed as a total of segregated data that can be manipulated, collected, edited and finally presented to the public through various media. This has led to the formation of a new international dictionary of habitance, a “style that fits all needs”, a standardized interior design philosophy that is supported -if not caused- by large chains of low-cost home equipment stores.

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This homogeneous production of habitance creates similar habitants and similar habitants lead to wide, predictable buying audiences. This newly formed buyind audience today not only seeks for identical products but wishes to buy a “lifestyle pack”, successfully promoted today through television, interior blogs and ultimately, the catalogues. The Catalogue Habitat, a New Age Mall, brings the catalogue to life. The customer enters an open space filled with clusters of habitance, a live exhibition of furniture, electrical equipment, fashion but above all, lifestyle. The behind-the-glass-display resident enjoys his free stay at our mall, carrying on with his daily life while the customer may see how the products are tested irl.

In order to enter the Macroscale design process, we studied the spatial organizational patterns of the Architecture of Entertainment. By interiorizing all context with no reference to the exterior, we create new orientation systems for the visitor.

To achieve this, we design a complex spatial organization of the displays, the introduction of a vast volume of information (signs, advertisements, billboards) and the strategic placement of new “entertainment attractors”. Redundant arrows highlighting paths, a plastic oasis in the centre of the course, an international cuisine area at the end and an obvious lack of windows are some of the elements that keep the visitor focused to the main theme of the Catalogue Habitance.

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