by Artgineering, 1999.
“At the dawn of the 21st century capitalism seems to remain the dominant social order. As a consequence cities suffer decreasing collective investments, municipalities are financially exhausted: a playground, a subway station or public toilets are no longer affordable. Architects and urban planners are paralysed by the shift of financial power from the municipalities to corporate enterprises and remain unable to get on well with this development.
What if we would change the rules of this game? If the city would learn to benefit from these economic processes? If untamed capitalism enables light socialism? If advertising could establish a symbiotic relation with the city? Could the cities become self-financed? Can the third millennium bring the economic autonomy of public space?
FREEarchitecture offers the possibility of a more symbiotic relation of architecture and advertising. A projection layer is added to the existing façade of a building. This layer is programmable in sections related to the apartments behind it. The tenants do not receive money, but shares in collective services and investments: swimming pools, kindergartens, root terrace or a public gym.”