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THE CHALLENGE
Public drinking fountains are silent anchors of Yerevan’s urban social rhythm, yet they are often overlooked as mere utility. My objective was to reactivate these everyday objects as cultural markers by merging physical infrastructure with digital storytelling, using technology to bridge the gap between street memory and the post-digital era.
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THE STRATEGY: CULTURAL BRIDGING
The project began with a linguistic synthesis. By merging "Rabiz" (a local working-class cultural code) and "Post" (the digital era), I positioned the project as a bridge between eras. In my practice, I use technology not as entertainment, but as a strategic tool to reposition overlooked heritage within contemporary technological frameworks.
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THE METHOD: HYBRID INTERFACE
I transformed physical fountains into digital portals through an augmented reality (AR) system. The visual language combines 3D spatial graphics with archival references, referencing how global streetwear aesthetics fused with local street culture. I turned reality into an interface, where urban infrastructure functions as a medium for interactive symbolism and generational identity.
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THE BUSINESS IMPACT
POSTRABIZ demonstrates how hybrid identity systems can reactivate urban assets and increase their cultural value. I proved that everyday infrastructure can become interactive media and that digital activation can amplify local identity without erasing its roots. This serves as a model for organizations looking to integrate AR technology into territorial branding and public space management.
