WIDE PUBLICATION

Wide AR, Korea Publivation of PWFERRETO's work

2013
BETWEEN MODEL AND IMAGE
6 Projects by PWFERRETTO
 
Translating an idea into a project, into an architectural reality required experimentation.  Every professional uses his or hers trade tools; from manual utensils to virtual software, our professional life is spent translating ideas into a communicable language, be it drawings, texts, scripts or dimensions.  I am fascinated with this act of transforming a cerebral thought, a vague intuition, into a physical manifestation.  Translating requires thought, you have to act and react until the idea feels correct, it is a non-mechanical process that can be reduced to a single formula.
 
Thorough constant experimentation fragments of an idea start to emerge, soon via a series of improvisational decisions and coincidental visions more and more fragments materialize, like pieces of a puzzle that indicate the rest of the puzzle to come.  The medium of experimentation used to generate our projects falls between two worlds, between models and images.  Models and images, both physical and virtual represent the mediums via which this translation process happens.  Each model is a representational form in scale or virtually of a given imaginary space, a constructed reality of a given idea.
 
Over the course of the last three years (PWFERRETTO was established in 2009) our office has developed more than 20 projects, from exhibitions and competitions to build works. Our Seoul office, located in the heart of a traditional neighborhood Seoul market, was deliberately selected away from the generic office complexes that so often attract architectural companies these days, as to provide a live and stimulating backdrop to our experimentation.
 
The following six projects should not be seen as standalone individual projects, rather they represent the two sides of our design process.  On the one side the rawness of the initial translation, when the idea is transformed into the first stage of materiality: the model.  Compared with the second stage when a scaled space is further mutated into a virtual representation: the image. The following images are a matrix of architectural translations; they represent a dichotomy that forms our design process, between model and image. 
ARCHITECTURAL ASSOCIATION
PLASTIC ARCHITECTURE
HERZOG LECTURE
SPACE MAGAZINE
HOMI VIDEO
NEW PROJECT
PWF TRIP
WALK HK
HK BIENNALE
WHAT IF
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