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Idea by

JOIN-ARCHITECTS

http://www.join-architects.com

Avenida da Boavista, 738, 5E, Porto, Portugal
JOIN-ARCHITECTS is a Porto-based architecture office established in 2013 by João Almeida e Silva (Tondela, 1980), Cristina Chicau (Évora, 1980), Mariana Koehler (Lisboa, 1985) and Daniel Moutinho (Maia, 1983).

Adscapes


Living (in) the future

Adscapes


Living (in) the future
Adscapes are livable spaces designed in-between the building and the ad: inhabiting both the space and the message simultaneously, the user will be living in advance the promises of happiness proposed by the advertising narratives (that always anticipate tomorrow), experiencing the future today.

Today we are fully immerse in intense advertising flows which, whether we want to or not, we mentally recollect and accumulate. These messages, stimulating our imagination through memory or hope, never refer to the present but speak always about (our) future.
In an era of mass circulation we predict adscapes whose surfaces, becoming habitable, allow the experimentation of the advertising message. These are landscapes in which ads, as a reflection of the desires of the various sectors of a given society, constitute a part of a broad system that act as mythologies where each individual can achieve the deserved happiness, traditionally (in advertising narratives) available only in the future.
Proposing a “life” into the ads is an escape to a desired tomorrow (livable spaces, available in our daily life, that allow to inhabit the ad’s message letting us to be part of its story) projecting us to the fiction's time in which we always conjugate the advertising messages: the future.


Adscapes


Living (in) the future

Adscapes


Living (in) the future
Adscapes are livable spaces designed in-between the building and the ad: inhabiting both the space and the message simultaneously, the user will be living in advance the promises of happiness proposed by the advertising narratives (that always anticipate tomorrow), experiencing the future today.

Today we are fully immerse in intense advertising flows which, whether we want to or not, we mentally recollect and accumulate. These messages, stimulating our imagination through memory or hope, never refer to the present but speak always about (our) future.
In an era of mass circulation we predict adscapes whose surfaces, becoming habitable, allow the experimentation of the advertising message. These are landscapes in which ads, as a reflection of the desires of the various sectors of a given society, constitute a part of a broad system that act as mythologies where each individual can achieve the deserved happiness, traditionally (in advertising narratives) available only in the future.
Proposing a “life” into the ads is an escape to a desired tomorrow (livable spaces, available in our daily life, that allow to inhabit the ad’s message letting us to be part of its story) projecting us to the fiction's time in which we always conjugate the advertising messages: the future.



Idea by

JOIN-ARCHITECTS
Avenida da Boavista, 738, 5E
Porto
Portugal
JOIN-ARCHITECTS is a Porto-based architecture office established in 2013 by João Almeida e Silva (Tondela, 1980), Cristina Chicau (Évora, 1980), Mariana Koehler (Lisboa, 1985) and Daniel Moutinho (Maia, 1983).