The Display Container – Ljubljana, Slovenia
The Display Container by GAO Architects offered a bold new approach to real estate marketing in Ljubljana. Using prefabricated shipping containers, the project doubled as a sales office and urban intervention, transforming an active construction site into an inviting, interactive experience for potential buyers. By blending functionality with creativity, the project demonstrated how modular design can reshape public engagement during development.
What motivated the decision to use prefabricated containers, and how does this align with your design philosophy?
The container was positioned next to the main road and functioned simultaneously as an advertising billboard and sales office. Its placement attracted the attention of passersby, while the brightly colored signage sparked curiosity and surprise.
Since the project required a temporary solution, prefabricated containers were ideal. This approach was also sustainable, as the container could later be relocated to another construction site and reused for the same purpose.
How did you design the two-storey container layout to balance public and private functions?
By offsetting two containers, we created a clear spatial division: the ground floor became a welcoming entrance and reception space, followed by a sales area displaying all the building materials.
The upper floor, accessible via a rear staircase, was intentionally private—designed for construction site staff, internal meetings, and the investor’s office. Unlike the ground level, it did not open onto the street, emphasizing its functional separation.
What challenges did you face when creating the illuminated display area within an active construction site?
We had limited space to work with, so we strategically positioned the container at the far edge of the plot, near a traffic light where vehicles naturally slowed down. This maximized visibility.
Typically, construction sites feel closed off or even unsafe. We wanted to change this perception by creating an inviting environment with display panels showing visualizations of the building. The message was clear: “Come, everyone is welcome—we are building something to enrich the city.”
How did you approach the material and furnishing displays to create an immersive experience?
Working closely with the investor, we curated a range of material options for buyers—such as flooring, bathroom finishes, and fixtures—into five clear variants.
By presenting these in tactile, well-arranged mood boards, buyers could easily visualize their future homes and make confident decisions. This process streamlined the sales phase, since much of the design thinking was embedded into the early stages of the building project.
How has the public responded to this unconventional concept, and how does it reshape real estate engagement?
This was one of the first attempts to bring the construction site closer to the community. We recognized that large developments can often cause resistance or unease, so the Display Container aimed to replace fear of the unfamiliar with curiosity and engagement.
The concept helped people imagine not just the building itself, but also how its public spaces could serve diverse age groups and foster community life. By making the development approachable, the Display Container demonstrated how real estate projects can generate excitement rather than apprehension.
