arch/ive/ief (2000 - 2005)

For the second time what if … – a strategic marketing and communication bureau with its headquarters in Ghent, Belgium has taken the Absoluut Architectuur project upon its shoulders. The 2005 edition received the subtitle ‘Absoluut Interieur’ (Absolute Interior) : apart from architects also interior designers, stylists and designers were included and asked to ventilate their ideas on design and show the public and their colleagues some of their creations.

For this project what if … chose a somewhat atypical approach: instead of merely showing the ideas and the work of the participants, what if … invited them to tell their own story.
what if … believes that marketing and communication today, is not only a question of who has the most money to spend. Nowadays good and fresh ideas are as important.

Hence the approach : each stylist/architect received
the same disposable camera and the same assignment: make photos of your inspirations and creations. A slightly communist idea, but with a thematically diverse, captivating and hip result.

With this difference: hip does no longer mean ‘cool’ or ‘trendy’, but its meaning has shifted towards genuine, innovative, emotional, pursuing exclusivity …

The result of what if …’s approach is a book full of pictures that show the designer’s inspiration and creation.
The book could be regarded as a reference document, as a freestyle of (Belgian) architecture and design or as a designer’s source of inspiration. Full of emotion. A photo collection that illustrates why designers do what they do. Because a picture tells more than a thousand words.

Unlike other photo books, glossy or illustrated magazines the ‘Absoluut Architectuur/Absoluut Interieur 02’ book was made without the help of any professional photographer. Only the participant, his/her point of view and the camera.
what if... chose for a broad representation: from so called rookies to top designers. No standard was imposed, except for that of absolute freedom in picture choice.

Absoluut Architectuur/Interieur 02 participants: Stefan Schöning (b), Paul Kelley (uk), Fabiaan Van Severen (b), Bart Lens (b), bOb Van Reeth (b), Jo Crepain (b), Bram Boo (be), Claesson-Koivisto-Rune (se), Jan von Borstel (germany), Autoban (turkey), Christian Kieckens (b), Weyers & Borms (b), Charles Kaisin (b), Bataille & ibens (b), PLUSS Arhitektuuribüroo (estonia), Rojkind Arquitectos (mexico), KPMB (canada), BKK (australia), Creneau International (b), Quinze & Milan (b), Dive Architects (uk), HEAD (china), Diplomat (uk), …