THE PITCH
2022
An Advocacy Studio for the AIA // Washington D.C.
The Pitch is an architectural proposal for an advocacy center imagined as an extension of the American Institute of Architects headquarters in Washington, D.C. Rooted in the spirit of the pickup soccer match, the center becomes a space where ideas—like players—are constantly in motion.
Just as a match unfolds in the streets or backyards with little more than a ball and a few goal markers, this center provides an open framework for exchange: a place where anyone can show up, speak up, and move the conversation forward. Advocacy here is not static—it is practiced, spontaneous, and embodied.
The space acts as both field and forum. Ideas are pitched, passed, debated, and defended. There is room to sprint, pause, reframe, and support. The act of drawing—whether a plan, a diagram, or a protest sign—is treated like play: purposeful, communal, and generative. The studio becomes a site where pencils are always sharpened, voices are always welcomed, and collective momentum takes shape through shared cause.
Program & Spatial Strategy
The Pitch unfolds across three levels, each designed to foster connection, visibility, and collective action.Level One grounds the space in public life. A street-facing café invites casual gatherings and conversations, while a gallery offers rotating exhibitions that highlight design for social impact. Adjacent to this is the Team Store—a flexible pop-up retail space where independent designers, local makers, and advocacy groups can showcase and sell their work in support of community-driven causes.
Level Two is dedicated to expression and production. A professional recording studio and adjacent stage provide space for performances, podcasts, and panel discussions. A small dressing room supports these activities, while two open studios offer space for collaborative design, campaign planning, or spontaneous ideation.
Level Three creates room for reflection and amplification. A conference room hosts formal gatherings, workshops, and strategic planning sessions. From the third-floor balcony, visitors can look down onto the event hall and stage—blurring the line between audience and advocate, participant and performer.
This new structure intersects with the existing AIA building, puncturing the former conference space to create a shared threshold between institution and public. What was once a private room becomes an open platform—an advocacy stage designed for participation, visibility, and voice.