Extra Extra Medium (XXM) investigates the role of scale in business and the impact of the consumer. Using the Sara Lee Corporation as a representative of large-scale food distribution and local gyro-vendor to represent a small scale business, the study examined how the facade can both expose and conceal a corporate identity. In the case of Sara Lee, the facade serves as a barrier preventing the public from understanding the true corporate nature of Sarah Lee with aspirations of consumers instead of associating a more home-made brand when in truth Sarah Lee is a multi-billion dollar enterprise.
The project became a speculation on a spatial milieu housing the functions of a company which usually go unseen. From distribution to storage and corporate lounges to a recycling area, all scales of business rely on spaces which are typically not exposed. XXM attempted to not only create dialogue between the apparent small and large scale businesses, but to benefit each by exposing the inevitable but non-celebrated stages of the food industry.
Projected completed in collaboration with Nathan P. Klinge