While filming on a set in New Orleans. Actor Brad Pitt noticed a pink fabric house that was being used as part of the set. He saw the pink structure as a metaphor, representing the future of renewed housing for those displaced by the recent disasters. With the vision fresh in his mind, he picked up the phone and described the concept to the Los Angeles office of Graft. The Pink Project in New Orleans, Timber houses will gradually replace the temporary pink tents as monetary donations clock up. Launched in December last year.
The ultimate goal of The Pink Project is to transfer the attention received via the bold art installation into a fund raising effort to build actual homes to replace the 150 structures, rebuilding the Lower Ninth Ward community. The Make it Right website has implemented an innovative donation tool allowing visitors from anywhere in the world to visit the site, virtually, and maneuver a house to purchase specific elements to donate to the community, eventually building up the inventory required to construct all 150 homes. For the homes, " Residents can choose their new house from 13 variants of the traditional New Orelans 'shotgun' design, created by 13 practices including David Adajaye and Shigeru Ban"