The Resiliency of MercaMadrid at 2021 Seoul BAU by Sharoni Urrutia + ImagenSubliminal

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Design and Concept
Sharoni Urrutia (Yaarit Sharoni, Juan Roque Urrutia) + ImagenSubliminal (Miguel de Guzman, Rocio Romero).
ÁNIMA Creative Studio (Maria Martinez, Henry Lopez).
AESCA Design (Jeffrey Jehwan Kim).
Dongdaemun Design Plaza (DDP), Seoul, South Korea.
From September 16th to October 31st, 2021.

Yaarit Sharoni, Juan Roque Urrutia. Sharoni Urrutia

Sharoni Urrutia is a New York-based design practice founded in 2020, led by Yaarit Sharoni and Juan Roque Urrutia. Using design as a means of exploration across subjects, typologies, and scales, Sharoni Urrutia is committed to thoughtfully conceived and carefully detailed architecture, where each project is an opportunity to express optimistic, curious, and inclusive takes on life.

Yaarit Sharoni and Juan Roque Urrutia met in 2011 while working at ODA New York. As Associate Directors they led awarded projects, including the conversion of the Postkantoor in Rotterdam as well as Denizen Bushwick and 100 Norfolk in New York, and coauthored the firm’s first book, Unboxing New York.

Yaarit Sharoni has been practicing for more than 14 years, working on diverse projects in the US and Europe, ranging from the conversion of a distinguished landmark in The Netherlands, iconic high-rises in New York and Los Angeles, celebrated affordable housing projects, and uniquely tailored residences. As a cofounder of Sharoni Urrutia, Yaarit brings her strategic lead and sensitive design approach. She believes that architecture has the ability to trigger social benefits for communities and support their adaptability in pursuit of a more sustainable future. Yaarit graduated summa cum laude from the Bernard and Anne Spitzer School of Architecture at City College in New York.

Juan Roque Urrutia has practiced as a designer and creative director for more than nine years in New York. He graduated from the Escuela Técnica Superior de Arquitectura de San Sebastián in Spain before completing his training in architecture in Delft and Berlin. Throughout his career, Juan has led teams on awarded competitions in Rotterdam, Moscow, and Detroit, displaying a broad vision to the challenges in play through a careful analysis of context and semiotics. As cofounder of Sharoni Urrutia, he brings a comprehensive approach to design. Juan Roque has been a guest academic critic at Columbia GSAPP, the School of Architecture at City College, the New York Institute of Technology, and Clemson School of Architecture, among others.

Miguel de Guzmán, Rocío Romero. ImagenSubliminal

ImagenSubliminal Architectural Photography + Film was founded by architect and architectural photographer Miguel de Guzmán. The firm, comprised of Miguel de Guzmán and Rocío Romero, is a New York and Madrid-based practice whose work is commissioned by internationally renowned architecture, construction, and real estate firms. Their work has been published in Architect, Dwell, El Croquis, METALOCUS, Arquitectura Viva, A+U Japan, Domus, Casabella, Mark, C3, Archdaily, Dezeen, Designboom, and Divisare.



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