Farm Follows Fiction, Reimagine a NYC Icon

location: New York City, USA

client: Metals in Construction Magazine (competition)

† Project designed & directed by Michel Lauzon as Chief Creative Officer & Senior Partner at Lemay

The Challenge

International open and anonymous ideas competition sponsored by Metals in construction magazine to simulate design innovation around the Architecture Challenge 2030: targeting net zero buildings. The competition object was the retrofit and energy performance of the building envelope of the Metlife building (former Pan-AM) in New York City’s midtown.

The Response

Winning Entry, the bold scheme envisions a complete make-over and repositioning of Gropius’s much-maligned tower from urban liability to essential asset for New Yorkers by integrating a vertical greenhouse in its facade, a farmer’s market in its base and a dirigible landing pad on the roof. The proposal integrates an array of sustainability strategies working in tandem to reduce the energy consumption by 75%. The proposal is presented in didactic and fun comic-book format.

Expertise(s)

ASSET REPOSITIONING, BRANDSCAPING

Market(s)

Distinctions

Selected Press Release

All images courtesy of Metals in Construction Magazine

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682 WILLIAM | SUITE 100

MONTREAL | QUEBEC | CANADA

H3C 1N9

T. 514.898.4596

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