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  • ge healthymagination

    ge healthymagination
    new york NEW YORK

    suckerPUNCH:describe your project.

    joe MACDONALD: conceived as a “gravity-free space of creative imagination,” the ge “healthymagination” showcase developed into an experience organized around three “pods” and a central gathering space. urban a&o, thinc design and local projects partnered to design and produce the event. urban a&o developed the sinuous, organic overhead pod structures and their corresponding ramped floors in catia, which allowed them to rapidly generate the extremely complex, flowing forms that became the signature of the project.

    (photos: esto)

    additional credits: thinc design, local projects


    designed in just over a week, the overhead structures were developed as three-dimensional reticulated surfaces: networks of division, marking and construction that form a network of lines and surfaces inspired by the intricate structures of the human body. what begins as two-dimensional patterning is drawn into three dimensions, generating suspended forms comprised of sinuously-shaped, volumetric ribs with curvilinear voids between them. the ge “healthymagination” showcase in new york debuted ge’s encompassing health care initiative for its major customers and constituents. occupying a prominent storefront location at 44th street and fifth avenue, it offered a range or programming to physicians, hospital administrators, stock analysts, press, ge staff, government officials and the general public.

    sP: what or who influenced this project?

    jM: the human body

    sP: what were you reading/listening to/watching while developing this project?

    jM: charles darwin’s origin of species, 1856
    d’arcy thompson’s on growth and form, 1942

    sP: whose work is currently on your radar?

    jM: artist matthew ritchie

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