Clinic of the Cool

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Clinic of the Cool

Type

Commercial › Office Retail
Industrial › Research Facility

An increasingly globalized world is characterised by its transient populations and consumer culture, with a restless need to establish identities. The consumptive product has evolved beyond merely consumer goods incorporating lifestyles, experience, nostalgia and identity, in our insatiable Quest for Cool.Retro Branding is the marketing of an associative device that retails the experience of time through an aesthetic. It breeds context with the adoption of a legacy/identity with "the same casual commitment as putting on a t-shirt"Clinic of the Cool actively encourages the selling and consumption of an experience, lifestyle and identity. Through its architecture it provokes and serves as a training ground for the act of people watching and the celebration of 'a changing face'. As a research agency it requires a collective group of interventions that enable this act of social surveillance on a pedestrian everyday scale. It alludes to an informal social institution which frames the relationship between the consumer and the consumed. The base for these interventions is located on Bourke Street, Melbourne, between Elizabeth Street and Swanston Street. Its location becomes pivotal as it is within proximity to services that enable the transformation required in this 'quest for cool'

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Team

Ian Nazareth

Architect

Natasha Maben

Architect

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Clinic of the Cool

Clinic of the Cool

Product Spec Sheet

Collaborating Firms

Team