Shopping Your Way Out

Bachelor of Architectural Design
Semester 2, 2017

Studio leader(s)

  • Toby Reed
    Anna Nervegna
    Nervegna Reed Architecture Studio

SITE: FEDERATION EAST - Bordered by Flinders Street, Russell Court and Princes Walk, off the Yarra

BRIEF: The students will design a mixed use shopping development which also includes office space (and possibly apartment). The students will design the overall urban scheme and then work up one of their buildings in detail. The QV development in Melbourne’s CBD is a similar model in respects to brief. The brief will include investigations into zero carbon energy loop options for powering the project.

CONCEPT: The concept behind this studio is to design a mini section of the city which is both a building (or buildings) and public space with plazas and laneways. Koolhaas has analysed shopping as a predominant social activity in the contemporary world in the Harvard Guide to Shopping, and so we will be looking at this analysis and analysing ways to combat the constant commodification in the city as described in Debord’s Society of the Spectacle.

Students will deal with the following issues and tasks:
The planning of a city block, public spaces, shops and offices.
The morphology of the city edge – designing between the CBD grid, the Yarra and Federation Square.
The organisation and design of social activity.
The aesthetics and critique of shopping as a social activity.
The role of the image in the public building in the 21st century city.
The design of a public building and public spaces.
Study the evolution of design techniques and their relation to architecture.

Rem Koolhaas - The Harvard Guide to Shopping
Guy Debord – The Society of the Spectacle
Marshall McLuhan – The Hot and the Cool
Hal Foster – The Art Architecture Complex

Toby Reed and Anna Nervegna are directors of Nervegna Reed Architecture. Toby Reed and Anna Nervegna’s projects include the White House Prahran, the Arrow Studio, the PEP Dandenong (Precinct Energy Project) and large scale urban designs in China. The PEP Dandenong lead the way in Australian architecture for green power solutions on an urban scale, being the first precinct in Australia to be powered by co-generation. NRA also makes architectural videos such as “Dr Caligari Moves to the Suburbs - the Architecture of Edmond and Corrigan” and ‘Future Happiness’ (with MAP).