New York City fashion houses are getting creative with scaffolding.
Fifth Avenue fashion houses are drawing attention in a new way: through highly stylized, photorealistic temporary sidewalk sheds hiding construction on their buildings.
As Lauren Sinclair explains in Curbed, "Most scaffolding is not really 'designed,' instead shaped by the demands of efficiency and compliance. But it’s clear that for luxury brands on Billionaires’ Row, losing visibility on Fifth Avenue for an indefinite amount of time is simply not an option."
As they engage in renovation projects, brands like Prada and Louis Vuitton are using scaffolding in more and more creative ways to maintain their brands' visibility on the world-famous shopping street. "Architecture is morphing into a pan-disciplinary practice, where architects leave conventional practice to apply their thinking at the intersection of strategy, branding, graphic design, and spatial environments."
Read the full story: The Luxury-Scaffolding Face-off on Fifth Avenue Louis Vuitton’s trunk pile and Prada’s shape-shifting green shell present very different approaches.
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