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Architecture / Arts and Culture
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Product

Fluid Totality

Category
Architecture / Arts and Culture
Client
Studio Hadid

The book "Fluid Totality" presents the avant-garde architectural visions of one of the most innovative academic institutions of our time – Studio Hadid at the University of Applied Arts Vienna.

Challenge

The studio Zaha Hadid at the University for applied Arts in Vienna assigned us to create a publication which reveals the revolution that Zaha Hadid has set off in the heads of her Master class, pushing the limits of imagination. 

Professor Hadid’s life-long commitment to the teaching of architecture provides a remarkable record of more than just exceptional teaching and unexpected, original, students projects, learning and growth.

Our task was to design a book which shows Zahas architectural approach and philosophy through her students interpretation and work. This was specifically interesting, since, as Jan Willmann puts it in the book on p. 58:

While the projects imply repetition, self-similarity and extension, they remain singular yet connected entities.
Fig 1.
Result

The name "Fluid totality" (2010 – 2015) derives from the predecessor "Total fluidity" (2000 – 2010). We visualized this play with the book titles through a typographical overlay on the book cover.

Fig 2.

The cover design also captures the best of the students work from the last years in a poster, set up as a total structure within a fluid grid. This poster is folded into a book jacket and gives an instant overview of the best work of the last 15 years when unfolded.

<p>Open book jacket</p>
Fig 3.

Open book jacket

<p>Unfolded poster</p>
Fig 4.

Unfolded poster

The book itself has an open binding and is using 2 different kinds of paper for an optimal presentation of text and image. The typograpical approach is minimal, allowing the architectural images to take the space they need. The idea of evolving/overlaying typography is used throughout the whole book.

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