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5th
International Festival for Architecture in Video |
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introduction program - dates - authors - works - exhibitions partners credits previous editions mailto |
 Jaime Oliver Parés The future concept for shopping in the City: an architectural approach USA 2000, 2’21” I am currently enrolled at the Escola Tecnica Superior d'Arquitectura de Barcelona and I've been living in New York for over a year. In this city I have been combining my studies on Film and Video with my work in the architectural studio Dineen Nealy Architects. During the past three months I've been in charge at Dineen Nealy Architects of the design of a new concept store for the brand of luxury watches Tag Heuer. The proposal has been presented in a limited competition and is now in its second phase. The design represents a new store on Manhattan's Madison Avenue as well as a new image for Tag Heuer's future architectural spaces. Designing this space has been an opportunity for a new approach to the concept of retail. The space represents the brand by insisting on luxury without sacrificing an unconventional spirit. The contradictions of the young luxury shopper in Manhattan are represented in the store design. Expecting to attract consumers that wear a Rolex, shop at Louis Vuitton and Prada and eat a Big Mac on the same afternoon, the space tries to be luxurious until the absurd but also ‘hip’ and provocative. Jaime Oliver Parés studied Architecture in the Escola Tecnica Superior d'Arquitectura de Barcelona, in Barcelona, Spain. In 1998-1999, Jaime received a grant to attend the Institut Superieur d'Architecture de la Communaute Francaise "la Cambre" in Brussels, Belgium. There he enrolled in the computer laboratory "Alice", learning Maya with Silicon Graphics while also continuing a series of animations and videos about architecture that he had begun in Barcelona some years before. In 1999, Jaime moved to the United States to study Film and Video at the School of Visual Arts in New York City. There he combined his studies with professional practice at Anita Bartholin Brandt Architects. Currently, he is at Dineen Nealy Architects, New York City, working on projects like the World Bank Lobby in Washington DC, Louis Vuitton and Tag Heuer. |
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