MOdAM Museum and School of Fashion, Yale School of Architecture design studio

The project was developed for a studio in which a commercial developer (Hines) was invited to collaborate with an architect (Behnisch), the first such partnership at Yale. The subject for the studio was the design of MOdaM, a public building, school and museum that will be built as part of an actual commercial project under development by Hines in Milan at Garibaldi Repubblica. The commercial project includes offices, a hotel, convention center, housing.

The new building must reconcile a complex set of ambitions. For Hines, the developer, an icon and a strong identity for Garibaldi Repubblica. For the institution, MOdAM, an unprecedented center for fashion and contemporary culture in Milan. And for the city, a public amenity that would re-connect Garibaldi Repubblica to the adjacent neighborhood and provide a new center for social life.

After a economic planning analysis of the program and site, the project developed a theory of proximity - the constructive interference that arises when unlike elements are brought near - that was deployed as a masterplan strategy and a primary architectural diagram.

http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam1.jpg
ICON
Small building / big impression?
http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam9.jpg
SITE
Garibaldi Repubblica redevelopment area
http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam10.jpg
ANALYSIS
Can quantitative analysis determine design?
http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam3.jpg
PRESENCE
Driving a wedge between the towers
http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam5.jpg
SECTION
Unfolded shows diversity along distance
http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam6.jpg
INTERIORS
Compression under a roof
http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam8.jpg
FAME
But inscrutable
http://www.jonahgamblin.com/images/whitney/jonah_gamblin_modam4.jpg
Publicity
The possibilities for representing the project