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BARILLA EXHIBITION & RESEARCH PAVILION

INFORMATION

location:

Parma, Italy

client:

Barilla

year:

2018

status:

competition entry

program:

Museum/ Research

total area:

15.000m2

competition team:

Marina Kounavi






DESCRIPTION

THE INDUSTRIAL VERNACULAR

Barilla is producing a series of products that ara available through the most commercial institute of the industrial era, the supermarket.
In the supermarket, encounters are trapped in a space that are forced to consume and buy in order to cover their needs. Typically they select products in correlation with the price and position in the shelfs.
In contrast with supermarkets, libraries, theaters and museums work in similar spatial way but it is not possible to consume their products in a similar way. The encounters cannot buy them and this situation creates a feeling of relief to people that makes them relaxed and ready to absorb knowledge. They do not have to decide, buy or consume. So everybody likes the aura of libraries and museums and nobody likes supermarkets.
What if the strategy is to reverse the aquotation and the consumers would not identified as consumers but as researchers, artists and academics. What if the products of Barilla will not be treated as generic and consumable but as unique and exclusive.
In this context it is inevitable for Barilla Pavillion not to promote quality and knowledge . So, what if we intergrate spatial forms of the city and the museum into the Barilla Pavillion.
What if the pavillion is a vernacular that works as a
Galleria, Piazza, museum or theater?
The proposal aims to make use of programmatic and spatial elemets as the theatrical podium, the staircase and the routing in order to produce a new typology of a pavillion that reflects the demands of Barilla company and design brief.