When asked to design a pavilion, the Metahaven collective responded by proposing to draw attention to the shift from an author-driven to a convention-driven discipline, hence, the subtitle. Therewith, this pavilion is dedicated not to a single author or historical figure, but to something made by a series of awkward and imperfect conventions. What can be observed from the lack of an author, as a directing authority, is a noticeable form of standardisation and the disappearance of craftmenship. A tendency that too, to a certain extent, seems to apply to the field of graphic design.
