@we.are.ona staged a culinary presentation inside
@espaceniemeyer , the former headquarters of the French Communist Party designed by Oscar Niemeyer.
The evening read as spatial harmony.
WE ARE ONA, founded by
@luca.pronzato , operates as a mobile culinary studio, building site-specific environments where food becomes part of architecture and brand narrative. Having worked with the likes of CHANEL, Vogue Arabia, Jacquemus, and countless other high profile organizations, they’ve truly solidified themselves in a world of their own. For this activation with
@adidasoriginals and
@another_man , under the spatial mediation of
@caspermuellerkneer , the dome became the governing force.
Niemeyer’s curvature compresses vertical dominance. The textured acoustic walls soften hierarchy. The uninterrupted green floor flattens orientation. The room regulates posture and volume before anything is served.
Thomas Coupeau’s (
@thomas__coupeau ) cuisine followed that logic. Plating stayed low and centered. Surface area replaced height. Greens echoed the floor. Negative space allowed breath. Nothing pushed upward. Everything felt proportionate to the space.
There was a period in the late 90s and early 2000s when brands treated space seriously. Early Abercrombie stores functioned almost like nightclubs. Lighting, scent, music, compression. You walked into a controlled environment, not just a retail floor. Nike was dropping giant footballs onto cars for their Euro 2004 campaign. Space carried narrative.
Much of that energy moved online.
This felt more IRL focused than URL and makes me excited for the spatial fun that is returning especially with the new technology at our fingertips.
@adidasoriginals approached atmosphere with the same seriousness usually reserved for product design. Architecture, lighting, choreography, authorship operating within one system.
For the full breakdown go check out my substack. Link in bio.
Image credits:
@lfvrobin /
@espaceniemeyer
#architecture #design #adidas #culinaryarts #oscarniemeyer