The Identity of the Architect

Culture and Communication

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• Publisher: Wiley
• Year: 2019
• Print ISBN:
  9781119546214
• eBook ISBN:
  9781119546221
• Edition: 1
• Topic: Architecture
• Subtopic: Architecture General

Today there are more tools for communication than ever before, yet very little in the way of reflection on how these are being used and even less on what exactly is being conveyed. This issue of AD looks at how architecture is communicated from a cultural perspective. Do the identities of practices or their business-driven branding and promotional efforts resonate with the critical acclaim many architects seek? Has slick image-led media coverage sold the profession short? How is it possible to convey the less visual and haptic qualities of architecture? Can architects be more creative in their communication efforts, making these joyous on their own terms as Le Corbusier did so memorably? Is there really a need to succumb to the world of corporate marketing processes and managerial business jargon?  

The issue explores notions of editing and curating work in an age of data deluge, and discusses social media as a genuinely alternative space for communication rather than for just repurposing and regurgitating information relayed. The Identity of the Architect encourages the promotion of practices as an integral extension of the very culture they hope to engender through their work. 

Contributors: Stephen Bayley, Caroline Cole, Adam Nathaniel Furman, Gabor Gallov, Jonathan Glancey, Justine Harvey, Owen Hopkins, Crispin Kelly, Jay Merrick, Robin Monotti, Juhani Pallasmaa, Vicky Richardson, Jenny Sabin, and Austin Williams.

Featured architects: Ian Ritchie, BIG, MVRDV, IF_DO and Zaha Hadid Architects

Table of contents

• Cover
• Title Page
• Copyright Page
• Contents
• About the Guest-Editor
• Introduction Creating Worlds: How Identities Are Lost and Found
• Rise, Fall and Reinvention: The Architect’s Shifting Identity
• Design for Sensory Reality: From Visuality to Existential Experience
• Slippery When Wet: The Corporate Language of Architecture
• A Hybrid Practice Model: Expert Differentiation
• The Man in the Concrete Mask: The Metamorphosis of Charles-Édouard Jeanneret
• Worldcraft: Building Worlds One Project at a Time
• Observations on Drawing: The Art of Architecture
• The Personal is Universal: On Aldo Rossi's Autobiography
• Working with Architects: From Process to Identity
• Exhibiting Architecture: Between the Profession and the Public
• Test Bed: Communication Through Product Design
• The Social Media Monster: Dangers and Thrills Only Partially Glimpsed
• China's Global Introspection: Managing Critical Thinking
• New Architecture of the South Pacific: How the Maˉ ori Worldview is Changing New Zealand’s Built Environment
• Figure Heads: Leadership and Succession in Architectural Practice
• ‘They’ve Lost It’: A Balancing Act: MVRDV and the Language of Marketing
• The Image of Architects: From the Explicit to the Inexplicit
• Holding On to Our Principles: Why Manifestoes Matter
• The Public Role of the Architect: Architecture is the Medium – What is the Message?
• Counterpoint: The Selfie of an Architect
• Contributors
• EULA