NEWMEK addresses the issue of how to meet the challenge of designing a series of buildings for a multinational. We want to show that the need for serial production can go in tandem with the need for individuality. By these means we wish to stem the trend of multinationals filling the world to capacity with regiments of exactly the same type of building. We have developed a design system with a construction system to go with it that can rapidly generate large numbers of designs for the motorway variant of a multinational fast food chain. The multinational in question wishes to shake off its unhealthy image and is doing this on several fronts already. Only the buildings have not yet become part of this new marketing strategy. In the NEWMEK system, the entire process of food preparation can be followed and visitors are invited to make active use of the building. In addition, the play equipment for children and advertising signage are integrated in the architecture.

The design system we have made is based on principles taken from the consumer market. If you want to buy a car, you can choose the make, the model, the type of body, the technology, the colour, the upholstery and a great many optional extras. We already had the make (NEWMEK) and the model (motorway variant). The brief was analysed and then broken down into discrete components. In accordance with the principles informing this assignment, we made a variety of designs for each component that differ in how these are perceived and used. There is in addition a database containing information about the franchiser and the location, which is then translated into an order list of the various components. Each component comes with its own set of rules about how it is to relate to other components. Armed with this data, the designer can then proceed to lock all these pieces together in a way comparable to the computer game Tetris. This ensures that each building will be differently constituted. We have opted for materials almost devoid of structure and seams that accord well with the nature of this brief. Factors of influence on this aspect include our departure-points for NEWMEK, the identity of the major multinational in question, the rapidity of serial production, and user needs. We have devised a constructional system in which the cladding panels can be rotated. Thus, for example, a single panel type can be used to fill a facade surface without there being an undue sense of repetition. Structure and infill are kept separate so that the latter can always be changed. This may include extending the building or exchanging all or part of the infill with other branches. This entire system will continue to evolve over time. New rules and components (which could be the work of guest designers) ensure that the system continues to satisfy the demands of future years.

Place of education: Groningen Academy of Architecture
Specialization: architecture
Tutors: Menno Rubbens, René Wijnings