Just a few days ago Brad Pitt’s Pink Project installation was disassembled – after five weeks on display in New Orleans Lower Ninth Ward and raising more than $10 million for his Make It Right Foundation. Make It Right (MIR), if you haven’t already heard, is the initiative he and philanthropist Steve Bing launched late last year – with partners William McDonough + Partners, Graft and the Cherokee Gives Back Foundation. The project's goals: to build 150 affordable, sustainably-designed single-family homes focused in an 11 block area adjacent to the floodwall that breached along the Industrial Canal after Hurricane Katrina. The force of the water, which then remained in place at a depth of 20 feet for nearly five weeks in August 2005, completely obliterated this neighborhood. Nothing left but the foundations.
Brad’s already gotten involved with the Holy Cross Neighborhood, at the other end of the Lower 9, with Global Green’s sustainable design competition and multi-family housing project. When completed, it’s likely to be one of the greenest on the face of the planet. But MIR is something quite different, and a project he undertook on his own – beginning with conceptual art and a party.
During his interview with CNN’s Larry King in early December, Brad Pitt explained his reasons for the overall concept, for choosing the layout, the fabric shapes, even the color pink to launch Make It Right (MIR) in the Lower Ninth Ward. He described his “Pink Project” as “part art installation, part active social disobedience...but it’s really meant to work as a fundraising component”:
“We were looking for something that was loud and would get a lot of attention that was also hopeful. So what you see here are these blocks scattered across this section of the Lower Ninth, to represent the houses that were destroyed. And what we’re hoping to do is as a home gets adopted...we will right that house and we’ll put it back on its foundation. This will be an art installation that will be constantly evolving and by the end of this five and a half weeks, we hope to have a symbolic neighborhood put back together.”

IMAGE: Make It Right
Together with the Berlin- and L.A.-based architecture firm
Graft, Brad conceived of “Pink” as a hybrid of art, architecture and film into an installation that would focus attention quickly onto a local issue with global appeal: to create a symbol, according to Graft, that serves as a “call to action filled with hope and promise”. Graft is well known for their far-reaching, often experimental ideas about space and the built environment...such as a competition for the “House of the present” by creating the
k-not house which is not a house; for the “Amphibious Living” competition, they conceived of a new resort in Europe designed to “synthesize” land and water.
On January 6, the 40,000 square yards of pink awning material and scaffolding were removed from the site. With all the media buzz, the interviews and events lately surrounding Brad’s amazing little project (which has raised enough for 66 of 150 sponsored homes), I thought it might be interesting to take a closer look at some of the ideas behind the concept: what they mean, why they were chosen, how it may transform at least this part of New Orleans.
For MIR, pink does not dwell on the past but empowers the future, symbolizing the promise of homes that will be constructed for Lower 9th Ward residents who “have not been forgotten”. Pink is the color of flamingos, of the Breast Cancer Awareness ribbon and a symbol of happiness, youthful, fun, lighthearted.

IMAGE: Wikipedia
So what about those game-board shapes? MIR focused on the idea of assemblying smaller, individual components into pink “Monopoly” houses during the course of the installation. This was intended to help residents, donors and other participants imagine the task of rebuilding homes on the site as something that’s manageable and allow “the individual to physically participate within the installation in real time.” The shapes are
tangrams, pieces of a Chinese dissection puzzle and an idea that dates back to the Song Dynasty. MIR defines the tangram as a square cut into five triangles, a square, and a romboid; according to Wikipedia it consists of seven pieces, literally “seven boards of skill”. In either case, these pieces, or tans, fit together to create a variety of different figures.
For Pink, a total of 429 base “volumes” have been scattered throughout 14 square blocks since the first day of the installation/fundraiser. Over nearly a month and a half of reassembly, the original plan was to complete 150 house volumes standing on the site, each made up of three to four base volumes. Ultimately, these tangrams/shapes serve as a three-dimensional expression of reconstruction for the MIR project – representing a new version of traditional New Orleans housing such as the Shotgun House and Creole Cottage.
Anyone who’s crossed the Claiborne Avenue bridge into the Lower 9th Ward lately can’t miss the powerful imagery of the MIR installation seen to the north – at any time of day. But at night, the site becomes something quite different – lit throughout by 350 lights like soft, glowing lanterns. According to the designers, Pink at night mirrors “the star’s constellation the night Katrina hit...highlighting the installation and commemorating the lives lost to the storm.”
More on the concepts, designs and architects of Make It Right coming soon.
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