DESIRING THE UNDESIRABLE : FREITAG PRODUCTION WORKSHOP @ ORCHARD

Abstract

This thesis aims to study and understand the evolution of the typology of shopping centers from a destination to that of the urban activity generator with particular emphasis on designated shopping belts. The hypothesis is that shopping centers, being the physical embodiment of the End in the highly disjointed process of modern consumption from that of production, may further propagate our obsession with the ceaseless succession of the new and desirable when placed in close proximity. In the context of Orchard Road, there is a clear attempt to create an atmosphere of frenzied consumption, especially with the recent emphasis on huge glitzy shopping centers, thereby reducing the experience along Orchard Mall into a barrage of desirable images. The shopping experience has now expanded into the streets creating an almost seamless transition between shopping for images, products, lifestyle, and now architecture. To capitalise on the frenzied atmosphere of consumption along Orchard Mall, this thesis will introduce a Freitag Flagship Store which incorporates various elements of manufacturing, learning and storage right in the heart of Orchard Road. By integrating the desirable facets of consumption (shopping) together with what is often considered un-desirable (production and recycling old materials), the design will attempt to translate the Freitag lifestyle into spatial manifestations where material recycling, production, participation, and consumption can be experienced as an integral process. The objective is to increase awareness of the un-sustainability of consumption by re-conceptualising shopping architecture to support a larger role in the cycle of consumption.