PÜFF Collective was started in the framework of Paradigm Weekly, which focused on the impact of contemporary visual culture on the behavior of architectural practice. The studio was set up as a hybrid of an architecture school seminar, design collective and self-publishing platform: it functioned as an office dealing with architecture and reality; centered on speed, surface, pop culture and media.
Architecture teaching tends to be an hermetic, often self-referential and hardly able to open itself to any contemporary trends or phenomenona. In order instead to achieve that, the collective’s modus operandi was based on discussions and reflections upon sub-cultural topics which are not seen by architecture, such as vaping culture. Each topic was tackled by posing questions, eventually translated into design briefs. A collection of 3D objects, answers to the briefs, contributed to create a “3D warehouse” during the life of the collective.
The answer through design was again leading to more questions and briefs, creating what the collective soon defined as “digestion loop”. Parallel to this cycle of work, on 6 May 2018, Kanye West stated:
In collaboration with Katharina Ambrosová, Karolína Burešová, Léopold Castin, Alessandro Cugola, Paul-Emile De Smedt, Julian Lagoutte, Marion Milinkovitch, Juliane Seehawer, Ryan Selwyn, Yannick Sluyts, Stijn Torens, Florianne Van Fraeyenhoven, Ivona Uherková, with the supervision of Pieterjan Ginckels and Corneel Cannaerts. Photos by Nerea Garcia Berriozabal.