ELEVATE: CONSUMER CULTURE SUBVERSION

curriculum Spring 2017 Vertical Studio, Athens, Greece critics John Peponis collaborators Christina DeLurgio + Timothy Peterson

Elevate rethinks typical retail conventions, providing an architecture of scale while still delivering intimate experiences. The project delivers a transformative prototype within the contexts of consumer culture.

Even prior to a worldwide pandemic giving rise to increasingly limited face-to-face interaction, the age of e-commerce ushered in an era of unparalleled convenience that wreaked havoc upon retailers who long depended primarily upon brick and mortar point of sales. Elevate provides an antithesis to this phenomenon: a new approach to physical retail that not only rivals the luxuries afforded by digital outlets, but also challenges traditional department store typologies in such a way that supplies the urban context with a spectacle, a place to see and be seen.