Storefront for Art and Architecture presented Pharmacophore: Architectural Placebo, part of a growing body of Harrison Atelier (HAt) collaborations bridging design with performance. The dance-installation work was conceived, designed and directed by HAt founders Seth Harrison and Ariane Lourie Harrison, choreographed by Silas Riener and performed by Merce Cunningham Dance Company members Riener, Rashaun Mitchell, Jamie Scott and Melissa Toogood. The very ideas underlying Pharmacophore: Architectural Placebo epitomized the unique intersection HAt occupies-where art meets science, technology and medicine, and the real and the imagined become a highly nuanced blend. The title of the project represents the composite figure of two medical terms. Pharmacophore is used by doctors and drug researchers to describe any family of similarly-shaped molecular structures that interact predictably with a particular biological target. Placebo effect is a beneficial change in a biochemical state, temporary and unreliable, produced in anticipation of therapy. The interaction of the two assumed a beguiling complexity. Placebo effects are augmented by marketing campaigns, social ambition, quests for scientific success as well as the institutional apparatus of white coats, prescription labels and medical instrumentation. Often the appearance of side effects can trigger the placebo effect of an otherwise inefficacious drug. Sometimes a placebo effect can be caused by a diagnosis. Where, then, is the line between pharmacophore and placebo? What are our cultural placebos, the conventions and assumptions on which we rely every day? Is medicine itself one such placebo-pharmacophore? Having taken these questions as conceptual touchstones, Pharmacophore: Architectural Placebo was HAt's exploration of the cultural and philosophical economy that surrounds medicine, technology, and the human prospect in the 21st century.