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Wieden+Kennedy
Nature City
February 15, 2012
Wieden+Kennedy New York collaborated with architects from WORKac to create an installation for a featured exhibition at the Museum of Modern Art (MoMA) in New York. Foreclosed: Rehousing the American Dream is an exploration of new architectural possibilities for cities and suburbs in the aftermath of the recent foreclosure crisis. Five teams were challenged by MoMA to envision new housing and transportation infrastructures that could catalyze urban transformation, particularly in the country’s suburbs. Responding to The Buell Hypothesis, a research report prepared by the Buell Center at Columbia University, the teams focused on a specific location within one of five “megaregions” across the country to come up with inventive solutions for the future of American suburbs.

The installation presents the proposals developed by five architect-led teams, including a wide array of models, renderings, animations, and analytical materials.

MoMA requested that each exhibitor provide a scaled architectural model, a written summary, and video installation. At the onset of the project, WORKac asked Wieden+Kennedy to become a part of their team creating the exhibition, and specifically collaborate on the video piece. Instead of using the video to reiterate the model and the summary or develop the typical fly-through video, W+K and WORKac used the video component as a marketing opportunity for Nature City. Creating real estate ads for the development elevated the project above the hypothetical to the realm of the possible. Together, they made Nature City feel as if it were shovel-ready. Watch the video installation below.
Wieden+Kennedy New York collaborated with architects from WORKac to create an installation for a featured exhibition at the Museum of Modern Art (MoMA) in New York. Foreclosed: Rehousing the American Dream is an exploration of new architectural possibilities for cities and suburbs in the aftermath of ...
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