Apparatus of Amusement, a retail for post-consumption


Personal Info

Name: Aum Nilesh Gohil

Nationality: India

Institution / Company: Rachana Sansad Academy of Architecture, Mumbai





-HONOURABLE MENTION of Non Architecture Award Competition | Category: Architecture


The enquiry for ‘Apparatus of amusement’ started by understanding of the age of Anthropocene and the impact that humans have created on the surroundings through the commodified world we live in. The consumerist strategies lead to a numb state of mindless consumption at epitome of consumerist typology of ‘shopping mall’. These extravagancies lead to the collective notion of excesses termed as ‘waste’. 

The project challenges to reverse the conventional notion of retail in a hyper-mediated urban setting of Irla in Mumbai, by using the post-consumption objects in our ‘buy and discard’ society, oscillating roles of a consumer to provide radical solutions to move towards ‘circularity’

The project proposes at three scales Repurpose decentralized system which is alternative to the existing waste management system, Repurposing of the Prime mall and Irla street project intervention.

The journey for the role-players starts as a part of the assembly line, where you choose a path based on the anchors of the retail for post-consumption, plastic households, garments fashion and smartphones electronics. The role-players go through these individual processes to repurpose a specific object which now gets a second life which taking the burden away from the landfill. The programmatic components include the wall of labour as protagonist, the apparatuses, the event space, the hall of experiments, labyrinth consumer’s playground.

The project tries to reframes the role of human in the social and ecological sphere as a shift in the current paradigm for decentralizing ways to manage our objects in our ‘buy and discard’ society. 


Project Type: Commercial, cultural, recreation


Jury Comments

– noa*

An ambitious project that clearly shows how architecture is a tool for social questioning. A theme more topical than ever and a strong, clear statement translated in a really interesting functional programme.


You may also like

We use cookies to give you the best online experience. By agreeing you accept the use of cookies in accordance with our cookie policy.

Privacy Settings saved!
Privacy Settings

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. Control your personal Cookie Services here.

These cookies are necessary for the website to function and cannot be switched off in our systems.

Cookie Name Duration Purpose
woocommerce_cart_hash session Helps WooCommerce determine when cart contents/data changes.
woocommerce_items_in_cart session Helps WooCommerce determine when cart contents/data changes.
wp_woocommerce_session_ 2 days Contains a unique code for each customer so that it knows where to find the cart data in the database for each customer.
  • woocommerce_cart_hash
  • woocommerce_items_in_cart
  • wp_woocommerce_session_

Decline all Services
Accept all Services