CLIENT: Fake Industries, Álvaro Carrillo, Carmen Blanco, Jorge López Conde
ART DIRECTION: Naranjo-Etxeberria and Carlota Santamaria
GRAPHIC DESIGN: Naranjo-Etxeberria
CONTRIBUTORS: Álvaro Carrillo, Carmen Blanco, Cristina Goberna, Chus Martínez, Jorge López Conde, Manuel Borja–Villel, Moritz Küng, Pedro Gadanho and Urtzi Grau.
CREATIVE DIRECTION IN PRODUCTION: Naranjo-Etxeberria
PHOTOGRAPHY: Diego Diez
2016 – FAD Silver Laus Awards. (Graphic design – Corporate Publication)
47 Rooms is a project developed by Fake Industries Architectural Agonism (Cristina Goberna and Urtzi Grau), an architecture studio based in Sydney and New York, Jorge López Conde, Carmen Blanco and Alvaro Carrillo for the Guggenheim Helsinki contest.
Among the 1,715 proposals submitted, 47 Rooms was selected as one of six finalists.
"Helsinki is a city of interiors. Due to its extreme climatic conditions, Helsinki’s civic society blossoms indoors. The Market Hall, Observatory, Museums and Karaoke Bars, Cabarets, Art galleries, Hotel lobbies and Beauty Salons, Restaurants,Theatres, Churches and Saunas, Universities and Cinemas. All form a robust network spaces that hosts and nurtures public life; interior public life. Helsinki is a city of rooms that empower their political users. Our proposal for the Guggenheim Helsinki, 47 Rooms, extends the network using the architectural technologies that construct Helsinki’s interior citizenry: i.e. walls, doors, windows, and the machinery that defines atmospheric conditions".
Urtzi Grau, part of the 47 Rooms team
THE IDENTITY OF A BUILDING IS BORN FROM THE LIFE IT SHELTERS WITHIN
We aimed to distill the essence of the project and portray it from within. The book helps the reader to understand the museum not as just a building but as a place where everything is determined by temperature.
As the contrasts can be so extreme in Helsinki (Where temperatures can drop to as low as -15 degrees) buildings often have different sections to allow visitors to acclimatise upon entry.
THE FORM IS THE ACTION
47 Rooms is a book that blends the classic elegance with modern details. This juxtaposition is what marks the style of the publication while transmitting the core of the project: atmosphere.
We gave the book a contemporary feel, challenging the look and feel of a traditional project dossier. We employed a selection of classic and contemporary typefaces, allowing us to define the identity of the project.
WEATHER ENTERS THE MUSEUM
We worked with Carlota Santamaria to recreate the feelings weather can evoke inside the book.
These images represent temperature contrasts that occur in a city such as Helsinki. To make for easier reading, we also included a series of interviews accompanied by large photos that help break-up the different sections of the book.