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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