thesis PUCD/ f 12 s 13

designer statement

The project exhibits a series of portraits taken on St Marks Place, in

the East Village of New York. St Marks is a well known and almost cliched neighbohood that is past its

prime. The series focus on the people in St Marks now.

Each portrait contextualizes one person in a location.

Through the design technique of contextualization, two identities become one. The portrait series are transformed

into a varied personification of St Marks, but the transformation

doesn’t end here.

Metamorphosis is an explorative graphic design project on

transformation, through the design technique of contextualization.

The series exhibit the juxtaposition of two distinct identities. Design transforms them into one where

context plays a key role in its identity.The project aims to underline the effect

and power of design in identity.

PersUasiVe teXt

PrOtOtYPe

WARDROBEN0. 3aDDiCtion

ink120 St

Marks Pl

s t m a r k s F 12 / s 1 3

WARDROBEN0. 3Xe

MaY96 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

WARDROBEN0. 3WhateVeR

tattoo17 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

anDRoMeDa33 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

WARDROBEN0. 3Cafe

Rakka82 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

tRash anD

VaUDeViLLe4 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

PiZZa ofnY

166 StMarks Pl

s t m a r k s F 1 2 / s 1 3

YaffaCafe

97 StMarks Pl

s t m a r k s F 1 2 / s 1 3

LittLe tokYo

36 St Marks Pl

s t m a r k s F 1 2 / s 1 3

JeWeLs 3232 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

n. 9494 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

WARDROBEN0. 3

RoCkitsCientistReCoRDs

31 StMarks Pl

s t m a r k s F 1 2 / s 1 3

ten DegRees

121 StMarks Pl

s t m a r k s F 1 2 / s 1 3

MagaZine23 3rdAvenue

s t m a r k s F 1 2 / s 1 3

PoRtoRiCo

iMPoRtingCo

40 StMarks Pl

s t m a r k s F 1 2 / s 1 3

kCDh103 St

Marks Pl

s t m a r k s F 1 2 / s 1 3

ePisCoPaL ChURCh

38 StMarks Pl

s t m a r k s F 1 2 / s 1 3

aaoPtiCtians

42 StMarks Pl

s t m a r k s F 1 2 / s 1 3

noPaRking

105 St Marks Pl

s t m a r k s F 1 2 / s 1 3

seaRCh anD

DestRoY25 St

Marks Pl

s t m a r k s F 12 / s 1 3

The series are showcased in the Vogue March 13 Issue in a seamless manner. They can be mistaken for ad campaigns because

of the design treatment. The series in the magazine jepoardise the authenticity of the

actual ad campaigns.

PrOCess dOCUmentatiOn

My first take on the concept of contextualization led to a collage

using visual imagery from mapping specific locations, assimilated

with an outer context to create the contextualization of a map.

2nd AVE

My second take on the concept led to a collage using portaits,

assimilated with an outer context to create the contextualization

of portraiture.