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Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination. Pavilion 2012 in Shoham, Israel by Pitsou Kedem ArchitectsNovember 7th, 2012 by Sumit Singhal
Article source: Pitsou Kedem Architects A structure used by a real estate company as a sales office for residential tower they are building. The project examines the line between architecture, marketing and consumption.  Image Courtesy Pitsou Kedem Architects
 Image Courtesy Pitsou Kedem Architects The program was to build, alongside a very old Eucalyptus tree, a sales office for a tower planned for the future. The architect chose to relate to the project as a contemporary pavilion with him attempting to combine, within one building, modern, minimalistic, architectural principles and thereby create a building that is almost an object or a piece of sculpture almost akin to a small, architectural pavilion. At the same time, the architect attempted to cope with consumer principles relevant to the period, the need to sell and the reasons for the structures construction – marketing, marketing, and marketing.  Image Courtesy Pitsou Kedem Architects It is interesting to see the mutuality between pure architecture which, despite everything, manages through purity and constraint to serve the brand needs of a large real estate company which usually seeks ways to stand out, to be bigger and more grandiose. The structure succeeds in bringing to the world of aggressive marketing used by real estate companies a structure which, despite its temporary nature (it will be demolished in a year’s time), also brings with it qualities associated with permanence.  Image Courtesy Pitsou Kedem Architects The structure arouses curiosity, draws attention whilst still maintaining its monochromatic restraint and quiet strength. It uses reflecting pools to strengthen its look and to create illusions and reflections and combines central, internal courtyards with trees bursting out from two dimensional, white spaces which suggests the volume and the space inside the structure.  Image Courtesy Pitsou Kedem Architects A geometric pattern of interlinked triangles serves as a “skin” that divides the spaces or as a texture which is imprinted, using special techniques, on the outside, western wall. The sun’s rays, striking the wall, create a repeating, three dimensional illusion – this despite the fact that both the texture and the plaster are white (“White on White”).  Image Courtesy Pitsou Kedem Architects The pavilion succeeds in fulfilling both of its functions – architectural and marketing. The structure was designed and built in just three months. It was built entirely from a metal skeleton (lightweight construction), most of which was built in the factory and transported to the site for erection and finishing touches.  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects  Image Courtesy Pitsou Kedem Architects
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