建筑为媒——古根海姆博物馆的品牌营销策略

古根海姆是全球唯一的私人连锁博物馆机构,也是世界上发展最快、影响力最大的博物馆之一。它的成名与其成功的品牌策略有着密不可分的关系。本文指出建筑是古根海姆重要资本,通过对古根海姆建馆以来的所有已建和未建项目的回顾,总结并分析了古根海姆以建筑为媒介进行品牌营销的具体策略,提出其现象和影响值得进一步的研究和关注。     

Soho Court,London

Bruce Stewart describes how a patient and ever-persistent approach to planning have paid off for Archer Architects, the designers of a mixed-use housing scheme in the centre of London's Soho. The designers/ considered response to ‘community benefit’ and the existing urban fabric have enabled them to overcome the stalemate on a site that has suffered from ‘planners' blight’ since the 1970s. Copyright © 2005 John Wiley & Sons, Ltd.     

Clarion Quay

A high-rise housing scheme in Dublin that disperses affordable units in the same blocks as privately owned apartments, Clarion Quay was planned as a key piece in the city's docklands regeneration. As Robert Payne describes, the architects, Urban Projects, chose to elevate the high-rise as a ‘heroic’ and ‘expressive’ form rather than turning their backs on the building type's Modernist past. Copyright © 2006 John Wiley & Sons, Ltd.     

Cyber House Rules: James Law Cybertecture International

After training at the Bartlett in London and an influential period working in Itsuko Hasegawa's studio in Tokyo, James Law returned to launch his own practice, James Law Cybertecture International, in Hong Kong. Working globally and across media and disciplinary lines, Law has captured the imagination of his home country - he was recently awarded the Microsoft/Esquire ‘Cool Guy Digital Lifestyle Award 2006’ by the general public as the personality most symbolic of the new digital lifestyle of Hong Kong. Anna Koor puts Law's brand of ‘cybertecture’ under the spotlight and describes the mechanism of his uniquely responsive practice. Copyright © 2006 John Wiley & Sons, Ltd.     

DÉJ[Agrave] VU: MEMORY IN ARCHITECTURE

It was Walter Benjamin's fundamental insight that all experience is technological, that the term ‘technology’ designates the artificial organization of perception. and that architecture, as the locus of modern experience, is the vehicle of this organization of perception. Against the current technologies of ‘virtualization’ and assimilation of architecture to the media image industry, this essay turns to Walter Benjamin's notion of media and speculates on the relation between building and photography—as the old new media—to advance the possibility of viewing architecture as a form of ‘media’ in the organization of perceplion. From a psychoanalytical reading of the notion of ‘photography.’ the argument proceeds with the Benjaminian thesis that at the beginning of our modernity, ‘photography’ is the foundation forthe constitution oj the psychic-origin of technology Tbeessay concludes with the proposition that, after Benjamin, any speculation on ‘media theory’ in architecture must lake up a psychoanalytical framework in order to theorize the relation of technology to the human psyche. It is on this relation that we must locate Benjamin's legacy for contemporary criticism.     

Dirk Cove

Jeremy Melvin describes how for Niall McLaughlin the remodelling of a coastguard's cottage, in a dramatic coastal setting in County Cork, offered a unique opportunity to render ‘nature into ephemeral space’. Copyright © 2006 John Wiley & Sons, Ltd.     

Textile Tectonics: An Interview with Lars Spueybroek

‘Architectural design is not about having ideas, but about having techniques, techniques that operate on a material level. It's about making matter think and live by itself.’ Here Lars Spuybroek of NOX talks to Maria Ludovica Tramontin about his engagement with the work of Gottfried Semper and Frei Otto and how it has led him to his own brand of textile tectonics or ‘soft constructivism’, in which textiles are transformed into the tectonic through conventional textile techniques - weaving, bundling, interlacing, braiding, knitting or knotting - effectively building structure through softness and flexibility. Copyright © 2006 John Wiley & Sons, Ltd.     

The ‘Background’ in Bangalore; Architecture and Critical Resistance in a New Modernity

As the centre of India's new information and biotechnology industries, Bangalore has been at the forefront of the country's globalisation. As Prem Chandavarkar explains, the city's architectural culture continues at the leading edge to be one of ‘intellectualism’, valuing ‘the background’, a sense of place and contextualism over the more brash facadism of other cities. Copyright © 2007 John Wiley & Sons, Ltd.     

The Visceral City and the Theatre of Fear

Over the last decade in India, intensive urbanisation, with the aid of the mass media, has unleashed a new culture of fear. Widespread access to TV, text messaging and the Internet have heightened and played upon individuals' anxieties. Ravi Sundaram describes how in Delhi, in particular, the media provided the catalyst for ‘mass hysteria’ and ‘psychosis’ during the summer of 2002. Copyright © 2007 John Wiley & Sons, Ltd.     

Finding Time

What has our sense of the acceleration of time got to bear on our experience of cities? How might it be consciously countered by architects ‘finding time’ through ‘thoughtful design and measured observation’. ‘A self-declared ‘cultural polymath’, Tim Makower is the founder of Makower Architects. A partner at Allies and Morrison for many years, he has significant experience in leading large-scale projects, ranging from the King's Cross Masterplan in London to the Old Doha Regeneration Framework, which he draws on here and in his book Touching the City: Thoughts on Urban Scale (Wiley, 2014).     

Common Artefacts

With offices in Beijing, Mumbai and London, Serie Architects is an international practice that spans Asia. Here, co-founder and principal Christopher CM Lee looks beyond the superficial ‘exotic’ stereotypical image of ‘orientalism’ that was traditionally imposed on Asia by the West. With particular reference to Serie Architects' Tote, Mumbai, and Yan Zhenqing Museum in Linyi, China, he shifts the question of identity to what is common within the context of architectural production: what might imbue architecture with social and cultural validity? How might it be possible to attempt to create ‘common artefacts’ through the most typical elements – the ‘dominant types’.     

The City as Dining Room,Market and Farm

Food has been sold on the street ever since people have lived in town settlements. Encouraging social exchange and interaction, the public consumption of food brings vitality and conviviality to urban life. In recent years, the sale of food in upmarket cafés and speciality shops has intensified, becoming a tool of urban regeneration. Here, Karen A. Franck, the guest-editor of this issue, introduces the themes behind ‘Food + the City’ and suggests why architects and planning professionals should pay attention to ‘the city's multiple functions as dining room, market and farm’.     

Quality practices in design organizations

Design organizations play a major role in the construction industry: they are the media that transfer the requirements of the client to the contractor and ensure that they are met. Thus they need to provide a high quality of service to ensure that their client's project achieves the best possible standards of cost, time and quality. Seventy quality practices (QP) were identified as having a bearing on the quality of service provided by the local design organizations. These quality practices were grouped into fifteen sections termed quality sections (QS). The prevalence of these practices among the local design organizations was surveyed and determined. The results indicate a significant need for improvement in the quality sections ‘working relationship’, ‘employee training and education’, and ‘performance quality audit’. The study reveals the need for the establishment of a design code, and evaluation standards for local design organizations.     

Modernising the Morgan Library

Renzo Piano's recent addition to the Pierpont Morgan Library in New York is of interest in its own right because it radically alters the experience at one of the city's most appealing and unique institutions. But it is also worth considering, Jayne Merkel argues, because Piano is now working on more major museums than any architect in the world. At the Morgan, he subtly transformed a magnificent Renaissance Revival private library into a full-fledged modern museum with fine facilities for displaying parts of the collection and making its resources available to scholars. The old parts look as magnificent as ever, though they are now somewhat side-lined. The new parts are strong and elegant. The two are daringly juxtaposed, and the planning for 14,028 square metres (151,000 square feet) of facilities that more than doubles the size of the whole on part of a cramped Manhattan block is skilful. Copyright © 2006 John Wiley & Sons, Ltd.     

Citadels of Freedom: Lina Bo Bardi's SESC Pompéia Factory Leisure Centre and Teatro Oficina,São Paulo

Transgression is by implication transdisciplinary, slipping beyond accepted boundaries. Rachel Sara describes how Brazilian architect Lina Bo Bardi designed her buildings in a state of ‘incompleteness’, so as to be ready for a collaborative occupancy in ‘recognition that the users' experiences construct the architecture as much as the architect herself’.     

Architecture of the Occasion

In an age of casual dressing and informal, fluid social meetings, Pia Ednie-Brown , Associate Professor the School of Architecture and Design at RMIT University, Melbourne, highlights the paradox of the highly formalist nature of many temporary structures. Often designed to be the event itself, pop-ups have become the ‘architecture of the occasion’. These are epitomised by the elaborate and eccentric one-off designs of cultural pavilions or follies. Could it be, Ednie-Brown asks, that this shift to a formalist architecture is giving us the unique opportunity to embrace the casual informality of today's social interactions, while still getting ‘glimmeringly sequined up for the event’?     

The Metropolis as Integral Substance

l'AUC Architects and Urbanists (François Decoster, Caroline Poulin and Djamel Klouche) advocate an approach to typological urbanism that they refer to as ‘urbanism of substance’. Here they describe three projects for Paris in which they have developed this strategy for maximising the intensity between local, metropolitan and global conditions.     

Heuristic for brand artefacts co-design: a computer-mediated proposal

Brands undeniably constitute a significant asset for a company and are usually specified in its organisational strategy. Typically, employees are not invited to participate in debates or decisions about branding since they access brand information in a unidirectional way. Many of them do not even know how to convey appropriate messages and fail to recognise the importance of brand consistency. In this article we propose a heuristic for an interaction structure aimed at brand artefact co-design, through a computer-mediated platform, so that employees may learn about the brand, develop brand knowledge, propose meaningful brand artefacts and manage the evaluation of their peers’ proposals. We prepared a non-functional prototype of a Participatory Brand Centre and tested it in focus group sessions with the University of Aveiro's employees. We found that though our proposal is consistent with employees’ brand-related needs, authorship is a sensitive issue.     

One city's ‘urban cosmography’

Illustrations of urban scenes naturally describe the physical characteristics of the places depicted. These representations also express implicitly broader beliefs which tie the spatial order of the surrounding world to local systems, institutions, and human actions. Images of a city embody, therefore, an ‘urban cosmography’, a concept inspired by early modern artisans' attempts to chart the contours of the world, both known and unknown. Seen from this perspective, historical graphics such as maps, posters, and birds-eye views document a city's position within a continually evolving universal order. This paper will review graphics drawn from the history of one city in particular: Baltimore, Maryland. Like other cities on the eastern seaboard of the US, Baltimore has been represented by diverse visual arts for more than two centuries. With the advent of digital and social media, Baltimore's development will depend even more upon the city's local and global interrelationships. ‘Urban cosmography’ is, therefore, a useful conceptual prism through which one may perceive the link between the city's historical legacy and contemporary urban challenges. One consequence is that visual tropes for traditional urban polarities – ‘growth’ versus ‘decay’, for instance – may be superseded by new symbols that incorporate both.     

Putting academic ideas into practice: technological progress and the absorptive capacity of construction organizations

This paper focuses on how knowledge is produced by academics and on mechanisms for and constraints upon absorbing new ideas within the construction sector. It draws upon two bodies of work: Cohen and Levinthal's concept of ‘absorptive capacity’ and Gibbons and coworkers' ‘new production of knowledge’. Much of Steven Groák's work was concerned with technology transfer and how ideas generated during research could be put into practice. He developed the concept of ‘practitioner-researcher’ to illustrate the ways in which many built environment professionals approach their work. The paper suggests that a few construction firms have the capabilities to absorb and act directly upon the results of academic research in the UK. These firms are likely to employ a critical mass of professionally qualified practitioners and they usually compete for work in technically demanding and often specialist areas. They probably have a track record of collaboration with university researchers, and are likely to have their own internal technical support infrastructure which assists in learning between projects. However, the majority of construction organizations learn of new ideas through a range of different published media and by participating in complex sets of interactions in a wide range of networks. The role of professional institutions is important, acting as repositories of knowledge. But these institutions may also constrain development when they adhere to outmoded notions of narrowly defined discipline-based activities. Governments can play a part in putting ideas into practice as catalysts in bringing academic research and industrial practitioner communities together through sponsorship of collaborative research projects. The paper concludes that construction organizations could improve their absorptive capacity by developing better feedback and life-long learning mechanisms, education and training.