Project team:

Client: Bulur Textile
Architecture and design: Zemberek Design – Başak Emrence, Şafak Emrence, Ece Ilgın Avcı

12. Apr 2017

The beautiful side of morbid – the Denim R&D Centre in Istanbul/TR.

Text: Joachim Ritter, Alison Ritter
Photos: Şafak Emrence

When architecture blends with the product and the company’s philosophy, one can indeed talk about a consistent design approach and well-conceived corporate identity. This is not a new idea. Architecture formerly always served as a marketing tool in the name of the owner or user of the building. But this changed when mass media appeared on the scene. That is what many people think at least and that is why they opt to use the internet as a medium of communication. The truth is that truly successful providers of high-grade products do not wish to dispense with architectural concepts as an integral part of their marketing. In modern times this is also a question of atmosphere and of the light applied to achieve that.

What does it mean when we talk about R&D – Research & Development – in the fashion world? A pair of jeans is a pair of jeans, and technology is technology. The bottom line, however, is that a high-quality product must not only look good; it must also be well-made. This obviously gave rise to such a wide range of open questions in this particular company that an R&D centre needed to be set up in order to put things straight…

Many probably think it is the most normal thing in the world to market a pair of jeans as a high-quality design product. Jeans were originally developed as working men’s clothing, a product for lumberjacks, miners, cowboys. In the meantime, fashion has become so sophisticated that jeans with frayed holes worked into them are referred to as distressed jeans and a sign of good taste. What might have been regarded as a flaw in the past is top fashion today. That is marketing. Even the holes in Swiss cheese have become a factor of value.

Product quality does not rely solely on design; it is a philosophy that stems from the way of life promoted by the society we live in. Incorporating this into a work environment, and ensuring it is also functional, is definitely a challenge. And it is pretty special to find yourself working in an R&D department where the walls are draped with apparently shoddy denim wear. And yet that is exactly what the Denim project in Istanbul is all about.

The full version of the article can be found in PLD No. 104 as well as in our PLD magazine app (iPad App Store).


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