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What is significant in the action of naming a building?

Usually buildings receive names in honor of the deceased, commending them for the their past achievements and successes, connecting a space with the memory of a person. What happens when a building has no name? Does it have no memory in the minds of those who interact with it?

The community was invited to name a building that had been otherwise left unaddressed and unidentified. The goal of this 3-day performance was to give those who pass through this builing everyday a sense of connection to the space.