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"Ads and Architects: The Architect as a Marketing Tool"
2005-03-08 until 2005-05-17
Netherlands Architecture Institute
The architect as a marketing tool is the central theme of Ads &Architects, the exhibition that will be on display from March 8 until May 15 in Gallery 3. In recent years, architects have been featured more and more prominently in advertising. Ads & Architects shows these developments, using enticing examples from glossy magazines and TV commercials, while at the same time presenting the opinions of experts in the profession about this phenomenon.
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.