Binoceros

binoceros - 2011

Sponsors: Cheerio Building + Grand Avenue Properties

Dru McKeown [TOIstudio]
+ Adam Rosekelly [f i e l d s]

The impetus of the idea began with creating a marketing strategy for the client who wanted to indicate to the surrounding community that work was indeed in progress during the interior renovation (as the retail storefront work is postponed due to scheduling conflicts). The existing storefront boardup was replaced with staggered CDX plywood panels to create a clean monolithic look. The panels were then patterned with a translation of an Henri Lefebvre's quote from The Production of Space translated into morse code. The intent of the morse code was to play with a repetative pattern upon the monolithic form, playing with Lefebvre's acknowledgement that spaces do not only exist in a binary condition, as an either or, but instead mutate and are potentially taken over by a variety of foreign uses which may or may not cause the space to succeed (or fail) in an unpredictable way.

In order to allow the space to become activated every third "dot" of the Lefebvre quote was perforated and bored into a cone shaped opening to allow light from the interior space to spill out onto the street. The lighting of the construction barricade will become a continuous experiment through the barricade's life.

To capitalize upon the arrival of the new construction barricade it was decided to develop a graphic that would double as a mascot for the project, hence the birth of the pink rhino which succeeded where other mascot ideas failed, in short, the elephant was too big.

A large 4' x 10' door was worked into the new construction barricade allowing the movement of materials and equipment into the building without the removal of any of the barricades, it also allowed the creation of a street front opening for the building which was utilized during the June 11th opening (timed to coincide with the Discover Gordon Square Arts District artwalk.

Special thanks to:
Paul Adair
Howard Granger
Howard Rosekelly

_	treachery of images design studio
binoceros - 2011 Sponsors: Cheerio Building + Grand Avenue Properties Dru McKeown [TOIstudio] + Adam Rosekelly [f i e l d s] The impetus of the idea began with creating a marketing strategy for the client who wanted to indicate to the surrounding community that work was indeed in progress during the interior renovation (as the retail storefront work is postponed due to scheduling conflicts). The existing storefront boardup was replaced with staggered CDX plywood panels to create a clean monolithic look. The panels were then patterned with a translation of an Henri Lefebvre's quote from The Production of Space translated into morse code. The intent of the morse code was to play with a repetative pattern upon the monolithic form, playing with Lefebvre's acknowledgement that spaces do not only exist in a binary condition, as an either or, but instead mutate and are potentially taken over by a variety of foreign uses which may or may not cause the space to succeed (or fail) in an unpredictable way. In order to allow the space to become activated every third "dot" of the Lefebvre quote was perforated and bored into a cone shaped opening to allow light from the interior space to spill out onto the street. The lighting of the construction barricade will become a continuous experiment through the barricade's life. To capitalize upon the arrival of the new construction barricade it was decided to develop a graphic that would double as a mascot for the project, hence the birth of the pink rhino which succeeded where other mascot ideas failed, in short, the elephant was too big. A large 4' x 10' door was worked into the new construction barricade allowing the movement of materials and equipment into the building without the removal of any of the barricades, it also allowed the creation of a street front opening for the building which was utilized during the June 11th opening (timed to coincide with the Discover Gordon Square Arts District artwalk. Special thanks to: Paul Adair Howard Granger Howard Rosekelly
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