KATIE CARTER ARCHITECTURE PORTFOLIO

Location|Milan, Italy

Program|(RED) Headquarters and Nighttime Venue Space

In Collaboration with Laura Rice

 

Around 6 pm every day, it is customary for Italians to stop working and start relaxing for the night. Referred to as the Passeggiata (stroll at sunset around town) and Apperitivo (drinks and appetizers), the Milanese especially take advantage of this as they tend to indulge in a luxurious lifestyle and like to see and be seen. Rightfully so, because they are hard workers and have a lot of business in the fashion and design worlds. (RED) Headquarters operates with this lifestyle in mind.

 

During the day, the building is an office for (RED), a philanthropic organization that is focused on fighting AIDS in Africa. Many companies sell products specific to (RED) and in return, the proceeds are donated to the charity. At night the space is reconfigured into a venue. The majority of the offices are closed off while the remaining open desks are transformed into benches and a bar retracts from behind a wall. Even during the events, products from (RED) companies are sold (Belvedere Vodka) and heard (music produced by U2’s Bono).

 

In metropolitan cities, in this case Milan, there is always an eye-catcher. (RED) Headquarters has its own eye-catcher. In the center of the building, there is a special box. It is only for those who have permission to enter. Anybody can see "the box" and see that people are in it, but not everyone has access. The box acts as conference rooms during the day and a VIP lounge during the night. For example, when Giorgio Armani comes to the headquarters to make a donation, he is taken to the box and given the star treatment. After making the donation, he is given a VIP pass to receive access into the box at night. Taking note from Armani and the Italian lifestyle, (RED) Headquarters eludes elegance and edginess and equalizes two distinctly separate programs.