![]() |
| ||
| NEWEST TRENDS . SEARCH . BUY . JOIN . COLLECT . RESEARCH . READ . DISCUSS | |||
|
Indepth Arts News: "Ads and Architects: The Architect as a Marketing Tool" 2005-03-08 until 2005-05-17 Netherlands Architecture Institute Rotterdam, , NL Netherlands
Bowtie
More and more the city is a set for seductive commercials in which the architect stars. Meanwhile, architects are often portrayed in commercials as a stereotype: a man dressed in black with spectacles, a bowtie and a bundle of drawings under the arm. He (rarely she) is innovative, creative, and tasteful, but a businessman nonetheless. The architect often collaborates in the creation of this image and plays his role to perfection. This tendency is dependent on fashion.
What is the future role of the architect in advertising? The role of the architect as marketing tool is examined in depth in the exhibition Ads & Architects. It includes seductive examples from glossy magazines and television commercials: Norman Fosters promotion of Rolex watches, Frank Gehrys association with Vitra furniture and OMAs alliance with Prada. Interviews with experts, including an advertising strategist, a location scout and an image maker, are shown on five different television screens. Ultimately, the question remains who or what determines the image of the architect, and whether that construction influences either how the architect makes or how we experience the city. The exhibition has been realized with the cooperation of Arconiko in association with Gerd Streng.
|
|
|
|
|
|
|
|
||