Idea Architecture

I have been doing a study on the outdoor advertsing industry in India recently as a part of a consultancy assignment at work, and one of the catch phrases which people from this industry use to describe their business is,

In outdoor, the medium is the message!

Interestingly today, I came across this article about a 7500 sqaure feet ad which has been commissioned by Chanel. It is a whole mobile art pavilion which looks something like this…

Designed by a London based designer, this futuristic looking building has been by Chanel and is expected to house the art work of 15 new designers. All the displays though will be inspired by Chanel’s quilted style handbag which was issued first in 1955!

And Voila! amongst the many descriptions of the building, one of them goes as follows,

The most important piece of art is the container itself!