PREVIEW: THE PRINCIPALS
The Principals : Immersive Architecture : New York
The multidisciplinary studio creates immersive projects that generate experiences beyond the physical. The practice was founded with the goal of uniting architecture, fabrication and industrial design
Working in collaboration with brands such as Everlane, the Museum of Modern Art (MoMA) and Ford, The Principals design everything from products and store interiors to responsive light installations. ‘Our bodies are a subjective form of architecture and the built environment is an objective form… When you connect these worlds – your body and your surroundings – a third form of architecture emerges,’ co-founder Drew Seskunas tells LS:N Global.
The Big Picture: Although frequently using technology and electronic components, the focus of The Principals is to engage the viewer and create memorable sensory responses.
via LS:N Global