3×3 emerges as a reflection in video format on formal architectural and urban production, analyzing three works of different scales in the city of Ostende, Pinamar party, Province of Buenos Aires. Think again after doing. Visit and analyze the works produced by the study no longer as authors, but as observers and users. Three approaches (Conceptual, Rational, Sensitive), three scales (Public, Semipublic, Private). To quote to collaborate in the present reflection to the designer Panco and the photographer Diego Medina Photography, allowed to run the focus from the strictly disciplinary; incorporating other views on the problem of architectural / urban form and its relationship with the context (natural, built and cultural) and its users.