Karina Kreth - BBDO Offices | Karina Kreth Architecture

Karina Kreth - BBDO Offices

• Architects

Historically, architecture has communicated ideas along with the rules that allow it to be constructed and interpreted. As an advertising agency, BBDO is in complete control of the communication it imparts and the tools at their disposal. They plan not only messages but also meanings and comprehensions. It is on this plane of engineered meta-message that their communications strategy is based. This project is an invitation to observe not only the objects present but also what they represent, what these representations provoke, and the tools that are used to communicate this plethora of messages. Beyond the three dimensions of architecture, it is through the imagination that we begin to materialize a human space and through memory that we reconstruct a stage that extends into the materialized world. The compilation of memories in this work speaks of translationism and architecture as a ‘setting’ in an agency that is committed to the movement, progress, and cultural anxiety; committed to responsibly shaping behavior. A spectator witnessing the interaction of these behavioral responses is observing a performance is a constant evolution.

photo_credit Javier Agustín Rojas — Javier Agustín Rojas

The BBDO offices reflect their mission on every level, starting off with the most fundamental piece, it’s building materials. The floors are made from recycled tires from one of their clients and the entrance is covered in foil from their photographers’ light diffusers, which would have otherwise been discarded; thus the workspace becomes a virtuous loop beyond the message, into meaning. This is a mission that the agency extends into their work, to brandish their expertise in molding behavior into responsible practices.

Abstraction from space and thinking of the agency as a city, invites us to understand the rules and freedoms of flexible planning in our way of living.