Director/Editor : Hajin Yoo

Site Model: Lauren Mitchell




89.3 WFPL News Louisville Interview. November 11th, 2017.

“When we first opened up, it was great,” Bruederle said. “It was a booming business at first. You know, there were VCRs. We’d rent out [tapes] and every weekend people would get them and we did real good.”

But that’s not the case now.

“We’re ’bout ready to go out,” he said. “People aren’t coming in anymore.”



Nostalgia. 1987 - 2000

The video store was a retail store specialized in selling media that accomadated techolnology at that time. This included DVDs, video games, cassettes, music, and VHS tapes. This made the video store a hub where the community would go and rent out physical merchandise. The video store was a hub for these items and became a physical representation of technology at the time.


Ultra. ∞

The virtual has been around since this period of nostalgia and will infinitely continue to advance and expand its network. The virtual a new world that runs parallel to the real one. The virtual is the secondary world the technologies of the past and present have created. The virtual has advanced to the point that the most impactful technological innovations of the past two decades purely reside within the Internet: social networking, streaming, algorithmic data collection, search engines, and high-speed operating systems. Clayton Christensen – a professor from Harvard’s School of Business – writes in The Innovator’s Dilemma about the most successful businesses trust in disruptive innovation. Disruptive innovation doesn’t rely on the market, or the contentment of the culture it provides for, but invents and reshapes. The virtual is a disruptive innovation.


But at what point must the technologies of today manifest into a larger scale? Into Architecture? And may the preservation of what exists be upgraded, rather than disrupted?

A new building is created without any contextualized understanding of the fabric it sits on, its architecture displacing those who first inhabited the land. The new building is given room to breathe and makes its presence un-ignorable in the area, often counter-productively to the area’s own progression. The digital manifested into the architectural scale performs the same actions as a new building.

Google Fiber has offered high speed internet to the Portland area, using a system that relies on existing pole lines. In this case, it seems that the digital has not yet manifested into the physical, yet the Portland Video Store is on the verge of closing it doors. There is a certain degree of nostalgia surrounding the small video store and the area around it, a small Portland-run business strip in the neighborhood. The video store and the liquor store in front of it once extended this strip, but recently it has only shortened. Portland Video Store even repainted its facade to bright orange in attempts to revamp its business.

It is Google’s responsibility to realize that the digital does indeed have physical effects on the urban fabric. A new Architecture must now be the physical agent in the marriage of digital technologies and urban development.

What technologies could this architecture take advantage of? How will it benefit Google, the video store, and, most importantly, the neighborhood?


Nostalgia Ultra. 2018 –

Dear Wes Jones,

Nostalgia Ultra embeds an architecture into the urban fabric of Portland that fuses the digital and the physical. The digital is on the verge of its next breakthrough: the augmented.  The digital has accomplished the augmented in the hand-held, but research is pushing the idea further. The held-held has failed, and now technology is claiming a greater and more seamless scale. Google has attempted their own hand-held tech called Google Fiber, but it proved to be little more than a novelty. Nostalgia Ultra will aid Google in their research while embedding itself in the Portland neighborhood.  This embedment will transform the Video Store by introducing augmented movies. The video store will be preserved. The front will become a novelty entrance and hub at the street level, with an embedment behind that activates with HDRI screens. The architecture takes advantage of the concave with a functionalist approach, creating the augmented projections. This space, the concave, underlines the difference in scale between itself and the hand-held, immersing viewers at each station in the movies. The top floor hooks onto the party wall next door, further asserting its relationship with the site. This upgrade benefits Google by testing their augmented technology, but also benefits Portland by adding an asset to the neighborhood without displacing those who already live there.  

This is an upgrade rather then something new. Sidewalks, pole lines, and building code will remain unchanged. The Video Store was and will remain the physical representation of the digital. Nostalgia Ultra establishes this model. And from that the neighborhood will upgrade itself.


Irvin Shaifa

Another special thanks to Video Director,

Hajin Yoo