We created a world between completely absurd trends and artistic reality in which to embed HouseEurope!.
Our project of this semester contains very different approaches on how to communicate our initiative on social media. On the one hand, we started with self-recorded film material from Milan. Based on the history of various building sites and buildings, we produced a series of reels. Those reels should tell the story of the site in an informative and interesting way. Over time, we found a way to apply these reels to well-known fashion brands, which Milano is also famous for. We tried to imitate the brands with their simple design.
Many of these brands have their own headquarters or production sites in old warehouses or buildings that they have renovated. Some even make them their flagship, such as the haunted house of the Fondazione Prada. Another noticeable example is the “Colosseo Quadrato” which was a fascist building, but Fendi wanted not to forget what happened and learn from the mistakes that were made. With their interest in the timeless and simple, they carefully draw attention to renovation and thus draw a bow to the values that HouseEurope! also represents.
On the other hand, we tried to follow local trends. With AI-Characters we created a series that was supposed to represent the interests of diBerent Italian groups of people. Their appearance, characteristics and professions should be specific to these groups. There was also a trend at the time that was of Italian origin. We took “brainrot” and created brainrotanimals to tell a story. There is a protagonist and an antagonist. They fight against each other and renovation will always win.
