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Event Cities and Pop-Up urbanism

objective “This project seeks to mend the disconnect between a temporary event (often relegated to a cloistered exhibition center far from the city core) and the city fabric through the analysis, master planning, and pavilion design of Pitti Uomo, a men’s fashion and art festival in Florence.”

Cultural context 3 pillars of italian culture

Market

Ritual

Processional

Market Interface between buyers, Sellers

> Antique Fair + Market - Arezzo

Padiglione Centrale - Pitti Uomo

ritual Event, mass influx of people

> Italian Mass

Thom Browne SS10 Presentation

processional Linkages used to craft meaning through sequence

> Processional - Castiglion F’no

Pathway - Fortezza da Basso

Pitti Immagine 7 YEARLY Events: 14-17 Jun, 2011: UOMO 80, PITTI W 8 23-25 Jun, 2011: BIMBO 73 5-7 Jul, 2011: FILATI 69 21-23 May, 2011: MODAPRIMA 70 9-11 Sept, 2011: FRAGRANZE 9 23-25 Sept, 2011: TOUCH!, NEOZONE, CLOUDNINE 10-12 March, 2012: TASTE 7

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Pitti Uomo 79 Statistics Basic info: Dates: 11-17th January, 2011 Location: Fortezza da Basso

numbers: 1,100 collections 23,000 buyers (7,700 worldwide) ~7,000 journalists and sellers

Special events: Trussardi 100th anniversary, Gareth Pugh @ Orsanmichele, Alberta Ferretti runway show, Fabio Quaranta and Andrea Incontri presentations, among others.

Current Location:

Fortezza da Basso

Maps + Diagrams

Figure Ground

Geography

Paths

Landmarks

Composites

Final Route

Venues

Market

Ritual

1. Mercato Centrale

2. Ospedale Degli Innocenti

3. Giardino Della Gherardesca

Processional * Stazione S.M.N. Walkway Design:

5. Cinema Odeon A. Raised Platform

4. Piazza Della Repubbblica

6. Palazzo Strozzi B. Mirror Glass (Interior) 8. Orsanmichele

7. Mercato Nuovo

C. Foliage Canopy 9. Palazza Pitti D. Mirror Glass (Exterior)

*

Start: Stazione SMN

1

Mercato Centrale

Relevance: Modern market, contains a large amount of elevated exhibition space. Captures the feeling of the Italian market

2

Ospedale degli Innocenti

Relevance: Commissioned by Arte Seta (silk guild) and designed by Brunelleschi (a member of that guild).

3

Giardino della Gherardesca Relevance: Contains large amounts of open space to host a large number of different pavilions

4

Piazza della Repubblica

Relevance: Medieval market, contained guild halls and workshops. Gateway to city’s shopping district.

5

Cinema Odeon

Relevance: Used in 2011 for Pitti Uomo 79 to present the collection of the designer AI

6

Palazzo Strozzi

Relevance: Hosted “ContraModa” a fashion exhibit displaying work of high fashion designers that kicked off Pitti Uomo 76 in ‘08.

7

Mercato Nuovo

Relevance: Medieval market, banking and luxury clothing goods (silk) hub. Contains leather market.

8

Orsanmichele

Relevance: Pan-guild chapel, ancient grain market, used in Pitti 79 for Gareth Pugh

9

Palazzo Pitti

Relevance: Contains costume gallery and has hosted fashion events. In addition, Palazzo Pitti gives Pitti Uomo its name.

Walkway design Visitor as celebrity, sidewalk as runway - Street Style blogs:

Walkway design

Example: Raised platform, Venice

A

C

Raised Walkway

B

Foliage Canopy

D

Mirror Glass: Interior

Mirror Glass: Exterior

Pavilion #1 Piazza della repubblica

Pavilion #1

Piazza della repubblica

Roof Assemblage

2nd Floor Exhibits

1st Floor Exhibits

Context/Seating

Stall layout

Ground Floor

Second Floor

Ground floor

Looking South to the Arcone

Entrance (Southwest Corner)

second floor

Looking East Across Walkway

Top Floor Stall Area

context

Western Side

Pavilion #2 Mercato nuovo

Pavilion #2

Mercato nuovo

Existing Roof

“Vault” Exhibits

Structure

Floor Plates

Context

Stall layout

Ground Floor

Second Floor

Third Floor

interior

Stairwell

Top Floor Seating


Event Cities and Pop-Up Urbanism