The Ordinary House
Pop up store design in collaboration with brand unit OG
The Fragments of a family idyll
A 400m² white Hall is the presentation space for a 100m² putative ruin of a single family house. Its fragments function as a display for contemporary fashion made in Austria. Beyond that, it appears to be quoted out of initial context of a parcel of land and isolated in a museum-like space for contemplation. The intervention illustrates an austere, ironic view on the Status Quo of our present habitus of society and reveals its construction by deconstructing its architecture. The reputed safety of established systems is confronted with its evanescence. By dismantling the structure, the good middle-class family home, as the average denominator with 1,67 children, the quiet bliss and ideal world is exposed as a unifying delusional picture of luck, safety and freedom, a symbol of stagnation and conservatism. The color of the cold, monochrome coating opens a more scientific view without romanticizing the patina of obsolete ideas and traditional values. The conformist standstill and simultaneous decay is depicted by the ruin, which is a symbol for something past and overcome. Thus, the ruin is an ideal platform for exposing new, progressive ideas. It works as a canvas, a possibility and material for contemporary analysis and production of a new generation, which builds up on the past, but diverts, interprets and rethinks it. Visitors of the store are invited to an archeology of the present and to search and find the latest fashion of a new generation.
