"Is it really possible for cities to belong to everyone? Is it possible to build a critical mass agreeing that a city is everyone’s concern; that it is the duty of each and everyone of us to be interested and responsible about the built environment?
It is essential to create an image about the city through the juxtaposition of the main parts that constitute it: the human component and the urban component – since these two constantly shape each other. In order for the physical features of a city to positively influence its human component – the colective mind, there is a need for a careful calibration of all interventions, for communication, negotiation and collaboration between the main urban players: the civil society, the professional body, the administration.
We are asking for an architecture of action, defined by the will to be proactive, to collaborate, to engage into dialogue and to interrelate – to understand, in the end, the complete and complex map of our built environment. We wish to promote the interraction between different entities, before we start talking about concrete interventions. We are asking for dialogue instead of declarations, collaboration instead of isolation, processes instead of isolated events." (excerpt from the client brief)
The simple 'loupe' shape was used throughout all the communication materials for the conference thus providing an instant visual discourse to the 3 main topics of the conference (#infrastructure #investments #art in the public space). This approach captured the attention of the viewer towards the debated problems from the city he lives in.
The posters together with other collateral materials managed to raise awareness towards the real problems of the city. Many people from the 3 targeted categories (professional body / administration / civil society) attended the conference and it was a success.