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  6. The Cube / Park Associati

The Cube / Park Associati

  • 01:00 - 12 January, 2012
The Cube / Park Associati
The Cube / Park Associati, © Andrea Martiradonna
© Andrea Martiradonna

© Andrea Martiradonna © Andrea Martiradonna © Andrea Martiradonna © Andrea Martiradonna +27

  • Architects

  • Location

    Milan, Italy
  • Architects

    Park Associati , Filippo Pagliani, Michele Rossi
  • Design Team

    Lorenzo Merloni (project leader), Alessandro Rossi, Alexia Caccavella, Alice Cuteri, Fabio Calciati_Rendering
  • Event Concept And Project Management

    Absolute Blue
  • Client

    Electrolux Home Appliances Emea N.V
  • Contractor

    Nüssli AG, Hüttwilen, CH, Frieder Braun, Maurizio Ledda, Maik Rauch
  • Area

    140.0 sqm
  • Photographs

  

Text by Michele De Lucchi

In 1972, Ettore Sottsass came up with a grand architectural scheme that took in the whole planet and was called “The Planet as Festival”. It was a highly utopian, highly visionary, highly radical project, as were many other projects from that time, known as the age of radical architecture. In the description of the project he highlighted the basis for which it was necessary to overturn conventional rules and go on to imagine a better (not only) architectural world….. there was nothing left for me to design, solitary, not group artist that I am – child of an era worried about the future – a degenerate child for I am not engrossed in the destinies which generated me, which political parties, armies and suchlike threateningly point out to me.

I thought there was no architecture left for me to draw, I mean there is no architecture left to propose, either as Andrea Branzi aptly says “as a model for society” or to put in the hands of society “as a psycho-motor activity” ……… Therefore I designed these projects as if they had been proposed by someone else – someone far removed from the trajectory of thought concerned with the city, since it considered that thought concerned with the city has up to now, only projected, wherever it comes from and wherever it goes to, the insane, sick, dangerous and aggressive idea that men must live only to work and must work to produce and then consume.

© Andrea Martiradonna
© Andrea Martiradonna

With my projects I imagined that something has been changed in the moral of the man “worker-producer” and that it is thought that men can live (if they want to) for the sake of living and work (if perchance they want to) to come to know, by means of their bodies, their psyche and their sex, that they are living………I know all this very well – not because I have invented it myself but because I have heard it all over the place, from young people, from poets, from many people who really work, from the oppressed, the alienated, the tired, Indian chiefs, Gurus, children, prisoners….that freedom can only come from the possible knowledge that each of us is living and that very slowly each of us is dying too. (taken from Casabella n° 365 May 1972).

Clearly the project had no consequence other than publication in Casabella that, however, influenced many generations of architects and designers. In the planet as festival, various elements of architecture appear, designed like kind and friendly objects sitting here and there on the planet, on the top of volcanoes, on craggy cliffs amid the rocky walls of the Grand Canyon, floating on the ocean or transported on placid river streams. The Cube project seems to have its roots right in that metaphorical world of Ettore Sottsass and is reminiscent of those amusing yet serious utopias of fifty years ago.

© Andrea Martiradonna
© Andrea Martiradonna

The idea is to build a small piece of architecture, a cabin, perhaps a nest, on high, at the top of a cliff, on a monument, on a public building, it doesn’t matter where but in a beautiful place and with a beautiful and original view. The idea is then to create a restaurant and welcome clients in an enchanting, unique place with sophisticated dishes cooked in Electrolux kitchens. The idea is to keep it open for six months and then change location, change city, nation, continent and reinstate this restaurant-type object on some other roof for new surprises, new menus, new clients.

© Andrea Martiradonna
© Andrea Martiradonna

It is one of those projects that open things up: in fact too often solutions resolve but do not leave space for the imagination, for innovation, for evolution. This ‘Cube’ that is not actually a cube, has a great proactive force and immediately presents itself for what it is: defying the paralysis of thinking and the imagination. Not only that, it also defies the immobility produced by the continual growth of bureaucracy in requiring the consent from the government, council, safety officers, heritage organisations, fire brigades etc. etc. If indeed standards are necessary and useful for ensuring better architecture, it is also true that standards have spread into all design choices to the extent that schemes are increasingly often an interpretation of the current regulations rather than a conscious creative act that gives continuity in the history of architecture.

Location to be used only as a reference. It could indicate city/country but not exact address. Cite: "The Cube / Park Associati" 12 Jan 2012. ArchDaily. Accessed . <http://www.archdaily.com/196951/the-cube-park-associati/>
Read comments

71 Comments

Gordon · January 14, 2013

Great concept, a restaurant is the best way to reach to most people with interesting architecture and places. A successful restaurant can finance a project that a private home never could.

Kayla Pongrac · June 16, 2012

#ArchiTweet: &#39The Cube&#39 imagination, innovation, evolution #oldandnew #openminded #architecture http://t.co/zLl8GqGD via @archdaily

ArchiMinds · June 12, 2012

@ArchDaily
http://t.co/4OTyArOk #architecture

Patricia Barcala D. · June 12, 2012
Luis Sánchez Zuazaga · June 12, 2012

Restaurante itinerante The Cube en Milan http://t.co/FAPh9MJr con el pavimento calefactado de #madera Greenwood #arquitectura #diseño

HowardFreeman · June 12, 2012

The Cube http://t.co/aOnFQOMH via @archdaily / Seems not just a lack of but an affront to context. #placemaking

Diego del Valle · June 12, 2012

The Cube / Park Associati | ArchDaily http://t.co/FtVbEAoZ vía @archdaily

egiannou · June 12, 2012

The Cube did you say??. Park Associati | ArchDaily via @archdaily http://t.co/RRlFG8sU

Carmen Valtierra · June 12, 2012

WOW! The Cube / Park Associati | ArchDaily http://t.co/RqdxIolz vía @archdaily

Tomas Mancin · June 12, 2012

The Cube / Park Associati | ArchDaily http://t.co/q2LatF1n via @archdaily

Ana Alcázar · June 12, 2012

The Cube / Park Associati | ArchDaily http://t.co/EHY5zfvv vía @archdaily

Thomas Wall · June 12, 2012

The Cube / Park Associati | ArchDaily http://t.co/UCh7bG5U via @archdaily

Diana Gonzalez G. · June 12, 2012

The Cube / Park Associati @MILANO!! ArchDaily http://t.co/FHw4gKpj via @archdaily

Kristijan Jordanov · June 12, 2012

The Cube / Park Associati | ArchDaily http://t.co/853UG9zb via @archdaily

PARGY · April 28, 2012

Design Fave3: Cube restaurant concept, PARK associati: http://t.co/qohT7OFi
Pics via @archdaily #Milan12 #Architecture http://t.co/9zyW9m12

Paolo Feroleto · April 28, 2012

Design Fave3: Cube restaurant concept, PARK associati: http://t.co/qohT7OFi
Pics via @archdaily #Milan12 #Architecture http://t.co/9zyW9m12

Enea Oana · April 27, 2012

The Cube / Park Associati | ArchDaily http://t.co/yfgTeh5j via @archdaily

Kevin sutanto · April 04, 2012

iyahh ness keren bgtt!!!! RT @ineswigunna: Ini yeh yang lu blgg ?“@kevinsutantoo: http://t.co/hVNyGsjF

Kevin sutanto · April 04, 2012
Era Adnan ? · March 31, 2012

The Cube / Park Associati | ArchDaily http://t.co/BmMVeDIY

Christos Makris · March 30, 2012

The Cube / Park Associati | ArchDaily http://t.co/F9V6SOA5 via @archdaily

Rulo Moreno · March 20, 2012

The Cube / Park Associati | ArchDaily http://t.co/5ElJCiGq vía @archdaily

Gimena Sozzi · March 20, 2012

The Cube / Park Associati | ArchDaily http://t.co/5ElJCiGq vía @archdaily

??????? · March 13, 2012

?????????????????????????????????????????????The CUBE?? http://t.co/XWb1xCym

Steve Hipkins · March 07, 2012

Fusing the old and the new!! The Cube / Park Associati | ArchDaily http://t.co/tgHKNehM via @archdaily

Iarla Byrne · February 07, 2012

The Cube - Park Associati | ArchDaily http://t.co/uqJXk5Kg

giacomo abbà · January 26, 2012

http://t.co/lcUxzSqU @plethoraapp

Kat Kotlyar · January 21, 2012

The Cube http://t.co/8suqMRLU #rad #architecture

Daniele Traverso · January 20, 2012

The Cube / Park Associati | ArchDaily http://t.co/PpPqzwWx via @archdaily

bernadet van essen · January 19, 2012
Matt Potts · January 19, 2012

not to criticize others work (because the design IS badass) BUT this may represent everything wrong with #architecture http://t.co/yfxavAGj

Jean-Pierre Pérusse · January 18, 2012

ARCHITECTURE : Resto portatif, encré dans les airs pendants six mois, dans différente ville ! GÉNIAL ! http://t.co/UDlRFllW

Kankii · January 18, 2012

The Cube / Park Associati | ArchDaily http://t.co/xNgpeSal via @archdaily

M.Gabriela Dávila G. · January 18, 2012

@cabzzo @carlosraulgil The Cube / Park Associati | ArchDaily http://t.co/a8u56I2R vía @archdaily

Olivia Sari-Goerlach · January 17, 2012

Amazing #Architecture in Milan : The Cube / Park Associati | ArchDaily http://t.co/tlXoDvZf via @archdaily

Natalina Ford · January 17, 2012

TOTALLY COOL! The Cube / Park Associati | ArchDaily http://t.co/SjQJcmPA via @archdaily #architecture #coolshit

Ingo · January 17, 2012

The Cube / Park Associati | ArchDaily http://t.co/DadUBAmL via @archdaily

Chris Bamborough · January 17, 2012

Thankyou to Andrea Martiradonna for including sections details - The Cube / Park Associati | ArchDaily http://t.co/gHrrO71j via @archdaily

Undertow Media · January 17, 2012

The meeting of two architectural worlds at The Cube, Italy http://t.co/MlUGYJ6U

Miguel Mendoza · January 17, 2012

not to criticize others work (because the design IS badass) BUT this may represent everything wrong with #architecture http://t.co/yfxavAGj

Voices Republic · January 17, 2012

The Cube / Park Associati | ArchDaily Architectural living cubes placed on historic buildings http://t.co/7rqldVOb

dobrzezaprojektowane · January 17, 2012

1. Czytaj?cych ’arch daily’ prosimy o przewini?cie.

2. Szanown? Reszt? Czytelników o uwag?: przy okazji wymiany... http://t.co/WPsmJSMj

Fred Castillo · January 17, 2012

Do you see anything wrong with this Design? http://t.co/bmo8g6Fh

Jody Brown · January 17, 2012

not to criticize others work (because the design IS badass) BUT this may represent everything wrong with #architecture http://t.co/yfxavAGj

Timo Will · January 17, 2012

The Cube / Park Associati | ArchDaily http://t.co/jxQTKVX2 via @archdaily

Fred Castillo · January 16, 2012

To quote a fellow Architect "This is exactly what is wrong with Architecture today"....

Lee · June 12, 2012 12:51 AM

And what, exactly, is "'this'"?

Jesse Suchoff · January 16, 2012

Park Associati_ The Cube, Milano, via Foscolo n.1 (Piazza Duomo), Italy
http://t.co/QGRAOYwk
(ArchDaily) http://t.co/utA8yW4e

Fulden Ayhan · January 16, 2012

The Cube / Park Associati http://t.co/jkkAG5pv

Dmitriy · January 16, 2012

Beautiful... The Cube / Park Associati | ArchDaily http://t.co/GYkWTboH via @archdaily

Bryan Richard · January 16, 2012

The Cube / Park Associati http://t.co/CQ9XRBGt via @archdaily

Svetislav Kostic · January 14, 2012

Nice tree house: The Cube / Park Associati http://t.co/8Z13QFbw

Nozomi Kobayashi · January 14, 2012

The Cube / Park Associati | ArchDaily http://t.co/6barKnMC @archdaily

SaBadawi · January 14, 2012

The Cube / Park Associati http://t.co/jCly5MHL

BLAH CITY · January 14, 2012

Milan: The Cube / Park Associati | ArchDaily http://t.co/OHa4NUxm via @archdaily

Tomorrow's Project · January 14, 2012

The Cube, designed to overturn conventional rules and imagine a better architectural world. Does it work? http://t.co/GKjBhzKC #architecture

Karissa Rosenfield · January 14, 2012

The Cube / Park Associati http://t.co/1XpMigsS via @archdaily

MOLION DESIGN · January 14, 2012

The Cube by #ParkAssociati like a UFO above Galleria Vittorio Emanuele in Milano http://t.co/pGNkmO2c via @archdaily

MOLION DESIGN · January 14, 2012

The Cube de #ParkAssociati cual nave espcacial aterrizada sobre la Galleria Vittorio Emanuele en Milano http://t.co/pGNkmO2c via @archdaily

Maja · January 14, 2012

sem bi hodila na vikend pobege (via http://t.co/wihz6EWn) http://t.co/iPfBZJw7

alessandro galperti · January 14, 2012
David Skidmore · January 14, 2012

Love this. I could totally put it on my roof. "The Cube" http://t.co/UBjx6WQp

Michal Ziso · January 13, 2012

Look what I found looking over the magnifisant Duomo in Milano (!)-The Cube / Park Associati | ArchDaily http://t.co/1ypneOu9 via @archdaily

Santi Maggio Savasta · January 13, 2012

The Cube / Park Associati http://t.co/nYOker2G #Architecture #Architettura

ryunosuke kitagawa · January 13, 2012

?????????????http://t.co/IJYDr3fF

r_nine · January 13, 2012

?????. ?????????-??? ?? ????? ? ????? ? ?????????? ?????. http://t.co/XGHzb8k4

Joel Marc · January 13, 2012

Love this. I could totally put it on my roof. "The Cube" http://t.co/UBjx6WQp

Desclaux chantal · January 13, 2012

The Cube / Park Associati http://t.co/TEvUUQQS

I, Architect. · January 13, 2012

#iaflash RT @ArchDaily: The Cube / Park Associati http://t.co/uNR3tQbZ #architecture http://t.co/UC5bmwct

Amal Bois · January 13, 2012

The Cube / Park Associati http://t.co/2QVXqDZ6 #architecture

cat segovia · January 13, 2012

GORGEOUS!!! RT @ArchDaily: The Cube / Park Associati http://t.co/Jduassrp #architecture

Juan Carlos Labarca · January 13, 2012

The Cube / Park Associati | ArchDaily http://t.co/AVIQHGC0 vía @archdaily // se pasó

···

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