Fashion and media architecture. An investigation into new paradigms and new urban (sound)spaces for the design of contemporary cultural systems

The research about Architecture for fashion involves considerations on the concept of the ephemeral. In fact, if at the beginning of the 20th century Walter Benjamin wrote that Architecture and Fashion belong “to the darkness of the lived moment, to the dream consciousness of the collective”, we must ask ourselves how the design of these spaces today interprets contemporaneity and if the linguistic codes belong to only one of the two terms of the question, that the other adopts in order to communicate properly, or whether it is possible to identify changes in the codes and aesthetic canons that belong to both. This objective is pursued by analyzing the different international realities and how, historically and in the cultural context to which they belong, they have inherited styles and customs. In the first decade of the twentyfirst century, all the most important fashion companies approached the world of art, through the establishment of Foundations for contemporary art created by involving internationally renowned architects. To investigate canons and codes of the architecture-fashion system, the architect who interprets both virtual and physical spaces with augmented perception will be an exegete of an active and critical methodology for the project, adopting a form of continuous apprenticeship developed in liminal areas, focusing on the narrative cunning typical of the language of Fashion, full of quotations and contaminations, stylistic gloom, artificially superficial, light and minimizing, subtle, to be translated into an evocative and multisensory architectural image. Some first results of the research “L’ARCHITETTURA DELLA MODA E DEI MEDIA. Nuovi paradigmi e nuovi paesaggi (sonori) urbani per la definizione e la progettazione di spazi culturali dal moderno al contemporaneo” are presented here, including design experimentations, with the aim to indeep the material and immaterial culture, therefore identity, of the Fashion system and its close links with the world of architecture, related to the design of indoor and outdoor (sound)spaces for the production, sale and exhibition, events, closely linked to the aesthetic interpretation of contemporaneity.