The FIX-up mix-up; undue façadism or adaptive reuse? Examining the former FIX brewery transformation into the National Museum of Contemporary Art in Athens

PurposeThis study aims to examine the rehabilitation project of the iconic urban industrial building in Athens, “FIX” brewery, and the practices followed, so as to initiate a discussion on the role of the façades in such a process. In particular, this study suggests that by choosing to restore just two of the façades out of the whole building, while placing emphasis on creating a new face for the new use, frontality is promoted against the pre-existing homogeneity approach, and façadism is introduced. However, both façadism and frontality distance this project from the rationale behind the adaptive reuse and redevelopment of built heritage.Design/methodology/approachA thorough architectural analysis of the FIX brewery building's long history and its consecutive transformations, besides providing adequate evidence for the hypothesis set, provided the opportunity to broaden the scope of this research and explore the role of the façades in adaptive reuse practice. Methodology-wise, this research was further strengthened by a comparative analysis of the Weverij De Ploeg adaptive reuse project in Bergeijk.FindingsIn the light of this critical analysis, the current study first highlights the importance of a building's façades in shaping public perception and establishing a connection to the city, by transmitting information and meanings about the building's structure, function, character and era. Accordingly, it stretches the need for façades' retention when adapting an industrial building of cultural heritage to a new use. Second, it emphasizes the need of fostering a holistic perspective toward a historic industrial building of such merit, respecting the building as a whole and in all its depth.Originality/valueThis in-depth analysis provides a solid ground for rethinking adaptive reuse, concretizing the appropriate approaches to industrial buildings of cultural heritage from parties involved (inter alia government leaders, legislators, property developers, historians, urban planners, architects and other engineers), to ensure both the building's continuity and longevity, and an efficient and sustainable urban regeneration.