Architecture is a reflection of the ideals of a society. Over the centuries, these ideals have changed dramatically along with the built environment. From the lavish and ornate, baroque architecture which pronounced the power of the king and the church, to the stripped classicism and stark modernism of the post-industrial which pushed the concept of purity and efficiency. Today we see consumerism as the driving force behind urban design and architecture, fueled by a neoliberal mindset. In the same way that architecture of the past was used to promote religious values, praise the authority of the king, or act as a symbol of totalitarian rule, the architecture of today has become a billboard for consumerism. Strong, centralized urban plans have been replaced by seemingly endless, monotonous, homogeneity, isolating individuals and disregarding community and moral values in favor of competition. Minimalism and standardization has erased ornamentation and architectural styles which, in the past, have connected individuals to their community.

The project comments on consumerism and homogenization as well as the use of overarching urban plans and architecture (often billed as a “utopia”) to control the masses and influence the ideals of a society.