Seduction Pavilion:
#WeAllAreStarlettes

Involved in a competitive and difficult system, the starlettes from the mid-20th century sought to attract mass media attention, frequently become slaves of them. They were induced to a self-demand to achieve an idyllic and canonical beauty, which in many cases lead to illnesses and disorders such as anorexia or bulimia, addiction, or depression. Nowadays, seduction is still slavery. In a world controlled by internet and social media, the new starlettes aim to succeed in platforms like Facebook, TV or Instagram, the most powerful. Today, #WeAllAreStarlettes.

THE MIRROR is a symbol of this world full of frustration. It represents the daily fight and decay of looking at it and observing who they are and how far away they are from the idyllic beauty. The mirror materialize that wound.

THE FLOWER has been commonly used in films of the 20th century as an allegory to the seduction of women. In our installation, an utopian forest of flowers will represent that unachievable beauty.

THE INSTALLATION provides two kinds of experiences, one exterior permanent experience and another one interior variable experience. 

DIALOGUE
The pavilion is integrated in the other spaces of the foundation, integrating some of its elements.

ITINERARIES
Two itineraries will be probably stablished: A first itinerary linked to the visitor entrance of the foundation. A second itinerary, when the visitor is already conscious of the presence of the pavilion, going around it or entering into it.

REPRODUCTION
The pavilion has the possibility of being moved or reproduced in different environments, either exterior or interior. The interior space can be also used as Fashion Show when necessary. 

TURN THE LIGHTS ON
The symbology of slavery. Immersed in a difficult and demanding industry, seducing was the aim of every starlette. During the 20th century, films has used certain objects as an allegory to seduction. This pavilions brings some of them: flowers. The world of flowers as iconography of the seduction from men to women, in the majority of the cases as fashion accessory or as a courtship gift.

LUGADERO TEAM
JAVIER MARTÍNEZ
MARTA MORERA
PABLO SENDRA

Collaborators
ANTONIO BONILLA
ELISA MONGE
ANTONIO FIGUEROA
BEATRIZ PAVÓN

Project developed in the context of the Seduction Pavilion open call in Bologna (Italy) by the Young Architects Competition.

LONDON 
+44 7530 425037
london@lugadero.com

SEVILLA
+34 676 78 38 63
sevilla@lugadero.com