Being an architect, I believe that one of the main advantages of this particular product to architecture practice lies in the possibility to transform the visible properties of the facades, through a freedom of design that allows new and different perceptions of the buildings, with major impact in the urban space. By allowing a photorealistic representation of images this technology is able to simulate relief and depth openings as if they were real, something especially interesting in blind and monotonous facades such as the case.

The proposed design works almost like a manifesto, conceived to urban scale, which captures the massive scale of the building and questions its own strength and materiality, the graphical composition of the facade and its importance in the understanding of the public space, by proposing the design of huge holes in strategic locations. These holes suggest a new direction in the relationship that the building maintains with the street, changing the sense of their use and the perception of the urban landscape.

Due to the size of the openings and it’s almost impossible condition, the building also intends to assume itself as a "surrealist object", arousing the curiosity of pedestrians and passersby, and acting as a giant ad. One that says: "Do whatever you want with AluDesign. Everything is possible!" In this sense, the design pretends to be a concrete response to the challenge set by Euramax and a new challenge launched to architects, who are encouraged to design their own ideas of "holes" in the new buildings that they will project. That's why was chose to represent the idea of an "opening" according to the literal and generic sense of the term, and not concrete ideas of windows that could be bounded to a specific aesthetic.