Kanye West to Develop Low-Income Housing

Expanding beyond his fashion label to enter the world of architecture, US musical artist Kanye West has announced Yeezy Home, a new creative branch of his brand that’s promising to develop affordable housing. 

Minimal information has been released so far about this new project and how it will cater to low-income families. However, render images of a prototype dwelling reveal a modern and luxurious single-storey house, with rooms set around a central zen garden. The interior is spacious and minimal, featuring pre-cast concrete, metallic finishes and a skillion roof. The rapper’s preference for brutalist-inspired spaces is clear, with the images resembling Yeezy’s headquarters in California, which are similarly sparse and concrete-dominated.

West’s plan to move into architecture was revealed in early May, with a call-out on social media for architects and industrial designers wanting to collaborate and “make the world a better place”.

As explored in our A/W 19/20 Design Direction Burst, industry barriers are being broken down by an energetic generation unafraid to enter new domains, leading to inventive mash-ups of genres and aesthetics. West’s project looks set to inject a fresh perspective into architecture by combining his experience in both music and fashion, and invites a new audience to engage with an industry that’s often criticised for its lack of diversity.

For another example of a brand breaking free from expected product categories and exploring new ways to capitalise on established fans and branding, see Adventure Branding: Land Rover Creates Outdoor Phone. For more on how brands are colonising new product spaces and platforms to extend their influence, see Making Brands Indispensable.