010 Pink Project

A Regeneration strategy in New Orleans, USA, 2007

GRAFT Architects + Brad Pitt

www.graftlab.com / www.makeitrightnola.com

The Pink Project combines temporary architecture with cinema to encourage investment in a sustainable dwelling project. A fourteen block residential area in the Lower Ninth Ward of the city needs to be rebuilt following its destruction by Hurricane Katrina in 2005. 150 different, abstracted model “houses” were created by GRAFT Architekten out of lightweight aluminum frames, covered in vibrant pink fabric and placed around the site as placeholders for future residences. The idea to use the color pink was developed by actor Brad Pitt. The aim is to attract both attention and investment. Until July 2008 donations for 83 houses have been made and the construction of the first houses has begun.

GRAFT was established in 1998 in Los Angeles, California by Lars Krückeberg and Wolfram Putz. Thomas Willemeit joined the firm in 2001 and opened an office in Berlin, Germany the same year. The firm has been awarded the 40 under 40 Award, Honor Award 2005 from the AIA in Los Angeles, the Contract World Award 2005 and 2004, the Hospitality Design Award 2005, along with numerous other international awards and prizes.