IN YOUR FACE: SOCHI WINTER OLYMPIC GAMES 2014

A side attraction amidst new sports architecture

Russia’s attempting to reel in more than sports lovers. Yes, they did the typical add-ons with their “Coastal Cluster” of stadiums, but they set up a pavillion attracting the attention of every spectator. Asif Khan Studio’s “MegaFaces” structure soars high at the entrance of Sochi’s Olympic Park. It disfigures itself to reproduce the faces of visitors in 3D images through digital face scans made in photo booths found inside the building. Three faces emerge from the wall at one time, each eight meters tall. The designers have mentioned the building having been linked to a digital, architecture of Mount Rushmore. This, however, is truly all about the people. And look! There you are!