74 ESCUELA DE ARQUITECTURA Dis-luxury from Luxury: Inequality Brought by Consumerism and Luxury Reimagining In Curitiba, Brazil, an ambitious architectural project is reshaping the concept of luxury to combat social division and foster a community centered on inclusivity, sustainability, and social equity. This project challenges the prevailing notion that luxury equates to material abundance and comfort, often exacerbating societal inequality and exclusion. Luxury, in today’s capitalist and consumerist society, is often marketed as a symbol of ease and privilege, perpetuating disparities among those who can afford it and those who cannot. To address this issue, the architectural project seeks to bridge the wealth gap by creating spaces that encourage communication, personal development, and a sense of community. The primary aim is to design an urban-social space that combines the benefits and essentials of luxury. This space offers not only physical amenities but also opportunities for personal growth and a feeling of belonging, all while providing luxurious experiences. By emphasizing the emotional aspects associated with luxury, such as empowerment, confidence, security, and enjoyment, the project creates areas that promote interaction and community engagement. Elements like small-scale farming, cultural integration, open spaces for communal activities, and educational spaces are integrated into the project. It embraces the principles of degrowth and minimalism to minimize resource constraints. Central to this strategy is the idea of luxury as an emotional response. Luxury consumption triggers psychological responses linked to trust, empowerment, contentment, and security. The architectural design includes pathways and axes that lead toward focal points, elevating the first level and creating open, interconnected spaces. Strategically positioned openings provide views of these focal points, forming voids and spaces that offer immersive experiences. Through this innovative design, the project aims to address luxury inequality, promote social cohesion, and establish spaces that champion inclusivity, fair resource access, and a collective sense of well-being. By challenging conventional notions of luxury, this project redefines its role in creating a more connected and fair world. eduardo a. caraballo arroyo bachillerato en arquitectura mentor: arq. pedro a. rosario y arq. luis v. badillo architecture consumerism cluster urban inequality
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