The American Institute of Architects College of Fellows has awarded its 2007 Latrobe Prize of $100,000 for the proposal, “On the Water, A Model for the Future: A Study of New York and New Jersey Upper Bay,” which was presented to principal investigator Guy Nordenson, professor, structural engineering, Princeton University School of Architecture and founder of Guy Nordenson and Associates, NY… Other recipients of the Latrobe Prize, and participants in the project, include Stan Allen, AIA, Catherine Seavitt, AIA, and James Smith, Princeton University; Michael Tantala, Tantala Associates; and Adam Yarinsky, FAIA, and Stephen Cassell, AIA, Architecture Research Office…

The Institute of Classical Architecture & Classical America announced the winners of the 2007 Arthur Ross Awards for Excellence in the Classical Tradition. NYC-area winners are: The Rambusch Company (Artisanship); Acanthus Press LLC (Publishing); and World Monuments Fund (Stewardship). In addition, Robert A.M. Stern, FAIA, was given special recognition by the Board of Directors, prompted by the recent publication of New York 2000: Architecture and Urbanism Between the Bicentennial and the Millennium as the final volume in his five-part series…

James R. Martin, AIA, has joined the firm of daSILVA Architects, as a principal… Julia Nelson, AIA, and Todd Poisson, AIA, have been promoted to Associate Partners at BKSK Architects… Spacesmith named John Coburn, AIA, Director of Operations… Thomas J. Scialo has joined SBLM Architects as Director of Construction Administration… Stephen E. Gottlieb, AIA, has joined SUPERSTRUCTURES Engineers + Architects as Senior Preservation Architect…

Kristen Richards

Crowds gathered at the AIA NY Chapter’s New Members Reception at the Center for Architecture 03.15.07.

Kristen Richards

Kristen Richards

(l-r): Abby Suckle, FAIA, LEED AP, Secretary of the AIANY Chapter Board of Directors; 2007 AIANY President Joan Blumenfeld, FAIA, IIDA, LEED AP; and AIANY First Vice President/President Elect James McCullar, FAIA.

Kristen Richards

Craig Morton

Winners of the 2007 Illuminating Engineering Society of NY (IESNY) Student Design Competition were announced at the opening of the Immersive Lightscapes exhibtion at Lotus Space. The winning entry was submitted by Chung-Jung Liao, MFA Lighting, Parsons The New School for Design.

Craig Morton

Craig Morton

Another submission to the IESNY competition was this ball of light designed by Vincent Milner, AAS Interior Design, Parsons The New School for Design.

Craig Morton

Oculus 2007 Editorial Calendar
If you have ideas, projects, opinions — or perhaps a burning desire to write about a topic below — we’d like to hear from you! Deadlines for submitting suggestions are indicated; projects/topics may be anywhere, but architects must be New York-based. Send suggestions to Kristen Richards.
06.01.07 Fall 2007: Collaboration
09.07.07 Winter 2007-08: Power & Patronage

Submission: Open Architecture Prize
Advanced Micro Devices, Inc. (AMD) and Cameron Sinclair, winner of last year’s TED Prize and founder of Architecture for Humanity, announced the first ever Open Architecture Prize at the annual TED Conference. The $250,000 Open Architecture Prize is the largest prize in the field of architecture and is designed to be an international multi-year program. Each year, a winning design will be chosen from a field of low-cost, sustainable design projects to be built in a selected community. The first project for the Open Architecture Prize will be an “e-community center,” a centralized building equipped to enable an entire community to access the Internet. The winning designs will be built as part of the prize and in alignment with the 50×15 Initiative, a program founded by AMD to connect 50 percent of the world’s population to the Internet by 2015.

03.30.07 Submission: 2007 AIA NYS Convention: Call for Presentation Proposals
Inspired by the 150th Anniversary of the AIA, the theme of the 2007 AIA New York State Convention (10.04.07-10.06.07) will be “The Past as Prologue.” Proposals will be accepted for seminar topics that address this theme — or better yet, take it to the next level — to educate design professionals.

04.06.07 Call for Papers: Sixth International Conference on Courthouse Design
The AIA Academy of Architecture for Justice seeks contributions to a discussion among world leaders in the justice field regarding innovation in planning, design, technology, and research for courthouses. This year’s theme is Sustainable Excellence, and the conference, which will take place at the Marriot Brooklyn Bridge 09.26-09.28.07, will explore ideas surrounding sustainable communities, design excellence, green design, among others. For more information click the link; for inquiries, address all questions to Katherine Gupman, AIA project manager via e-mail or call 202-626-8051.

04.10.07 Request for Proposals: Futbol Club Barcelona Stadium Remodeling
FC Barcelona is calling for architects from around the world to remodel Camp Nou (FC Barcelona stadium) into a modern stadium. The stadium will celebrate its 50th anniversary on 09.24.07. The selection process is through an international tender that is supported by the Association of Architects of Catalunya, which will contribute the necessary expertise for selecting the architect, or team of architects, who will be commissioned for the project.

04.13.07 Call for Papers: Worship Facilities Conference
The Worship Facilities Conference & Expo (WFX) is seeking qualified presenters for the educational sessions to be offered at WFX 2007, October 24-26 in Atlanta, GA. This event, now in its third year, is designed to help decision makers in houses of worship pull together their strategies for facilities design, financing, building management, and audio-visual and IT technologies.

05.09.07 Submission: Van Alen Institute New York Prize Fellowship
The annual New York Prize Fellowship brings emerging practitioners and scholars to the Van Alen Institute headquarters in NYC and supports early- to mid-career architects, designers, planners, and individuals from other disciplines across the arts, humanities, and sciences. Fellows pursue advanced independent study to generate projects — such as exhibitions, installations, and symposia — on the most significant issues shaping the design and use of public space. The Institute seeks projects that approach architecture as a cultural practice with public consequence and that engage public audiences. The Council will select up to five Fellows for periods of three months each in 2007- 2008. Fellowships include a stipend, project support, individual office/studio space at the Institute with publishing opportunities.

05.29.07 Submission: Columbus Re-wired: Visions for Intersections
AIA Columbus, in partnership with AIA National, is sponsoring three community charrettes which will culminate in an international competition focusing on the current and future state of public transportation in Columbus, OH. Generating dialogue about public transportation, special emphasis is on illustrating how multiple transportation modes can work together to provide a complete network connecting citizens with their community and sparking economic development.

06.01.07 Submission: World Habitat Awards 2007
The Building and Social Housing Foundation seeks entries for the World Habitat Awards 2007 competition, initiated in 1985 to identify practical, innovative, and sustainable solutions to current housing issues capable of being transferred or adapted for use elsewhere. The competition is open to all individuals and organizations, including central and local governments, NGOs, community-based groups, research organizations, and the private sector. Two winners will receive £10,000, presented at the annual United Nations global celebration of World Habitat Day.

At the Center for Architecture

Current Exhibitions
Upcoming Exhibitions
Past Exhibitions

Join an Architalker for a Hosted Tour of Center for Architecture
Exhibitions

Join us for free Architalker-hosted tours of the Center for Architecture exhibitions Fridays at 4:00pm. To join one of these tours, meet in the Public Resource Area on the ground floor of the Center for Architecture.

Gallery Hours
Monday–Friday: 9:00am–8:00pm, Saturday: 11:00am–5:00pm, Sunday: CLOSED

CURRENT EXHIBITIONS

January 15 - March 24, 2007

School Buildings – The State of Affairs

Gallery: Kohn Pederson Fox Gallery, HLW Gallery, South Gallery


Falletsche School, Zurich-Leimbach, Switzerland
Gempeler

Related Events

Thursday, February 1, 2007, 6:00 — 8:00pm
Opening

Saturday, February 3, 2007, 1:00pm — 5:00pm
Symposium
A new architecture for a new education

CES credits available

Wednesday, February 7, 2007, 4:30 — 6:30pm
Educator’s Open House

Saturday, February 10, 2007, 1:00 — 4:00pm
FamilyDay@theCenter: Schools of the Future

Today’s educators require flexible spaces that can satisfy multiple functions and future demands and they are in need of spaces that enhance modern teaching as well as a student’s personal development. Communities request to share facilities and services, and changing social patterns require new services at schools. In response, architects design schools that feel, look and function differently, having become learning and community centers. It’s a new architecture for a new education. This exhibition illustrates this process and the schools that have been built in the course of it. It contains 31 examples of recently built or designed schools from Zurich Switzerland along with examples from Finland, Germany, the Netherlands, Scandinavia, and Austria. It facilitates a dialog among educators, architects, and the community, strikingly similar to the efforts than have been made in New York over the past few years. It will make for an interesting and fruitful dialog. Click here to see a complete list of all schools showcased in the exhibition.

The current exhibition is organized by:

AIA New York Chapter Committee on Architecture for Education, Umberto Dindo, AIA, Chairman ETH Zurich / Center
for Cultural Studies in Architecture (CCSA), Martin Schneider, scientific associate, dipl. arch. ETH Zurich

The exhibition is a site-specific presentation of a traveling exhibition originally organized by: ETH Zurich / Center for Cultural Studies in Architecture (CCSA), City of Zurich Building Authority, School and Sport Authority, and the Zurich University of Teacher Education.

Exhibition Underwriters:
Credit Suisse, City of Zurich, ETH Zurich, Department of Architecture


Credit Suisse
 

City of Zurich
 

ETH Zurich


March 22 to June 16, 2007

POWERHOUSE
New Housing New York

Galleries: Street Gallery, Public Resource Center, Judith and Walter Hunt Gallery, Mezzanine Gallery

Dattner_Grimshaw_LR
Winning proposal
Phipps Rose Dattner Grimshaw

Related Events

Thursday, March 22, 2007, 6:30 – 8:00pm
Opening

Monday, April 9, 2007, 6:00 – 8:00pm
Panel Discussion with Winning and Runner-up Teams

Monday, April 16, 2007, 6:00 – 8:00pm
Panel Discussion with Three Finalists

TBD
Green Design

Wednesday, May 16, 2007, 6:00 – 8:00pm
NHNY: Best Practices for Affordable Sustainable Housing – What worked, what didn’t?

Saturday, April 14, 2007, 1:00 – 4:00pm
FamilyDay@theCenter: House + Home

TBD
Family Day in the Bronx

Power House illuminates the people, projects, and public policies that fuel the affordable housing landscape in New York City.

As New York City’s first juried design competition for affordable, sustainable housing, the New Housing New York Legacy Project (NHNY) is generating creative, replicable approaches to urban development. The exhibition focuses on the NHNY competition and sets it within the context of the city’s efforts to preserve and development sustainable, financially viable residences for low- and middle-income New Yorkers. The show’s emphasis is on the future of housing in the city, as represented by the competition winner, Phipps Rose Dattner Grimshaw (Phipps Houses / Jonathan Rose Companies / Dattner Architects / Nicholas Grimshaw & Partners), the four finalists, and the development mechanisms put in place by Mayor Bloomberg’s 10-year New Housing Marketplace initiative and the Department of Housing Preservation and Development.

Building on the 2004 New Housing New York Ideas Competition, the 2006 two-stage contest will result in construction of the winning design on a 40,000 square-foot Bronx site, which is valued at $4.3 million and was donated by The City of New York.

For the full list of finalists click here

Curator: Abby Bussel
Exhibition and Graphic Design: Casey Maher

Organized by: AIA New York Chapter,
New Housing New York Steering Committee and the
City of New York Department of Housing Preservation and Development with the additional support of the Center for Architecture Foundation and the AIA New York Chapter Housing Committee

Exhibition Underwriters:





Exhibition Patron:


For more information on the New Housing New York Legacy Project click here

NHNY is a partnership between the American Institute of Architects New York Chapter, the City of New York Department of Housing Preservation and Development, and the New York State Energy Research and Development Authority. Additional support is provided by the Center for Architecture Foundation, and City University of New York.

The NHNY Legacy Project is sponsored by the New York State Energy Research and Development Authority, the National Endowment for the Arts, Enterprise Community Partners, Inc., an AIA National Blueprint Grant, JP Morgan Chase, and Citibank.


March 22 — June 2, 2007

Making Housing Home

Photographs with residents of New York City housing developments

Galleries: Library


Norma’s House
Gabrielle Bendiner-Viani

Related Events

Wednesday, March 28, 2007, 6:00 pm
Opening

Wednesday, May 30, 2007, 6:00 – 8:00 pm
Panel Discussion: Social Housing and the Social Contract

Saturday, April 14, 2007, 1:00 – 4:00pm
FamilyDay@theCenter: House + Home

This photographic exhibition explores how people inhabit housing to create homes in two of New York City’s affordable housing developments, each of which were developed to provide good homes for all. Because units of housing are in essence homes for families, this project takes an interior look at what architecture can allow and support, to afford the crucial process of making space for oneself within designed spaces and housing markets. If social housing reflects the social covenant of our society, what is it to which every citizen is entitled? What does it take for a life to flourish and can a building help or hinder this process? What becomes of designed spaces once they are inhabited?

An Installation by Gabrielle Bendiner-Viani

Exhibition underwriters: Related Apartment Preservation, 42nd Street Development Corporation, Barbara Stanton

Organized with: Center for Human Environments, Housing Environments Research Group, The Graduate Center, CUNY

Exhibition Announcements

Mercedes Benz Museum

Courtesy Yale University

Through 05.04.07
UN Studio: Evolution of Space

This exhibition showcases the revolutionary approach to construction and design developed by the Amsterdam-based firm UNStudio. Originating in the Deutsches Architektur Museum (German Architecture Museum), the show focuses on five projects that exemplify the firm’s prototype “design models,” or planning strategies, derived from digital technology. Included is a redevelopment project on Manhattan’s West Side representing their holistic “Deep Planning” approach; and the double-helix shape of the new Mercedes-Benz Museum in Stuttgart typifying a “Mathematical Model.” Ben van Berkel, director and co-founder with Caroline Bos of UNStudio, will deliver a public lecture at the School of Architecture on April 12.

Yale School of Architecture, Art & Architecture building, 180 York Street, New Haven, CT


Barcelona and Modernity: Gaudi to Dali

Courtesy Metropolitan Museum of Art

Through 06.03.07
Barcelona and Modernity: Gaudí to Dalí

The first comprehensive survey of its type ever mounted in America, this exhibition explores the diverse and innovative work of Barcelona’s artists, architects, and designers in the years between the Barcelona Universal Exposition of 1888 and the imposition of the Fascist regime of Francisco Franco in 1939. The exhibition, featuring some 300 works including decorative objects, furniture, architectural models, and designs, offers new insights into the art movements that advanced the city’s quest for modernity and confirmed it as the primary center of radical intellectual, political, and cultural activities in Spain.

Metropolitan Museum of Art, Special Exhibition Galleries, The Tisch Galleries, 2nd floor, 1000 Fifth Avenue at 82nd Street


Color Shift: Terraswarm

Courtesy GSAPP, Columbia University

03.19.07 through 04.30.07
Color Shift: Terraswarm

The Graduate School of Architecture, Planning and Preservation at Columbia University has been working with Benjamin Aranda and Chris Lasch of Terraswarm to produce Color Shift. With the collaboration of Fresh Direct, owners of the largest video billboard in the U.S., Terraswarm has written an algorithm to generate a color field sequence replacing the billboard’s regular advertising feed. On a series of evenings in February and March 2007, the billboard was illuminated, transforming the urban area around it and the Queen’s grocery facility. The exhibition includes a set of videos and photography of the project.

Columbia University GSAPP, Avery Hall lower level, 2960 Broadway at 116th Street


Julia Mennone, The Sweet Spot – A Music Factory (atrium).

Julia Mennone, The Sweet Spot – A Music Factory (atrium).

Courtesy SVA Interior Design

03.27.07 through 04.04.07
Thesis 2007: SVA Interior Design

This group exhibition at The National Arts Club features functional designs for residential, corporate, and commercial spaces by 15 students graduating from the BFA Interior Design Department at the School of Visual Arts. Among the thesis projects on display: a sugar factory building transformed into a recording studio; a summer camp for kids that makes spending time indoors appealing any time of year; the re-design of a luxury cruise ship, and a hotel spa off Staten Island. Neville Lewis, National Arts Club Gold Medalist and Interior Design Hall of Fame member, and Anthony Lee, Design Director of Gary Lee Partners, curated the exhibition.

The National Arts Club, 15 Gramercy Park South

03.06.07

03.06.07

Thank you for all of the positive feedback about the new eOCULUS design. I received many comments, coming from as far as Scotland! I am continuing to make adjustments as each issue is published (notice the larger font size!), so please send me an e-mail with any comments/ suggestions and I will do my best to address them.
– Jessica Sheridan, Assoc. AIA, LEED AP

Earthly Reasons to Build Skyward

Event: The Sustainable Works of Foster + Partners: A Mixed Greens Lecture
Location: New York Academy of Sciences, 7 WTC, 02.22.07
Speaker: Brandon Haw – senior partner, Foster + Partners; Carol Willis – director, Skyscraper Museum (introduction)
Organizers: Skyscraper Museum; New York Academy of Sciences

Courtesy Foster + Partners

Will 200 Greenwich Street bring America to the forefront of green design?

Courtesy Foster + Partners

Foster + Partners’ designs emphasize a dialectic between the environment and technology, emphasized the firm’s senior partner, Brandon Haw. Recalling his own 1960s upbringing in an “art family” that treasured the off-the-grid principles of Stewart Brand’s Whole Earth Catalog, Haw was naturally drawn to the early work of Sir Norman Foster, Hon. FAIA, and Buckminster Fuller. “Bucky’s dome could have been used for the Willis Faber building,” he commented. Some features of that forward-looking Foster-designed 1975 building have become staples of sustainable design and corporate communitarianism: a green roof, open-plan workspaces, escalator-based vertical transportation, and raised floors. Then-and-now photos show how little modification this building needed as its occupants adapted to computerization and other changes over three decades.

As widely as Foster’s designs have varied, they have implemented recurrent principles: functional cladding, external positioning of cores, and attention to the details of airflow, heat exchange, and light. A point-by-point system of ecological analysis from site to materials guides all Foster projects, skyscraper-scale and otherwise. It’s become common to preface discussions of green design strategies with Al Gore-style data graphics on global temperature, carbon dioxide, demographics, and resource use. Haw’s presentation of this material was bracing without being alarmist; he recognizes the urgency of curbing greenhouse emissions has reached cultural and economic realms, and he applauds businesses that recognize common interests linking carbon footprints, quality-of-life improvements for workers, and financial performance. Foster + Partners is dedicated to building tall as much for the anti-sprawl effects of high urban density as for the customary financial motives.

The triangular Commerzbank Headquarters in Frankfurt (1997), arguably the first green skyscraper, treats German unions’ requirement that all workers be within 7.5 meters of a window as a productive constraint. Considering its central atrium space, “gardens in the sky,” and ample natural ventilation (used 85% of the year, improving on the original target of 65%), its internal offices are in higher demand than those facing outward. A mixed-use “vertical city” currently on the boards, the Moscow City Towers, will resemble “Commerzbank blown apart, turned inside out,” incorporating negative-pressure ventilation and energy systems that employ river water. For Aldar Central Market, a tower/souk complex in Abu Dhabi, the firm studied indigenous architecture to combine traditional heat-management strategies (sloping roofs, wind-catching chimneys) with modern photovoltaics and thermal tubes.

Similar structural and solar-energy-capturing strategies in the ill-fated 980 Madison tower ran into local opposition, but Haw promises the firm will return to the Upper East Side with a new design. Europeans have outpaced their U.S. counterparts in building green; Germany’s tight regulatory environment, in particular, makes eco-technology a priority in projects like the Reichstag, New German Parliament restoration, and the Free University in Berlin (the biomorphic “Berlin Brain”). The American architectural community’s focus on stylistic debates strikes Haw as frivolous, but he notes and hails rapid change on this side of the pond. Some years ago he remarked to colleagues, “We can’t tell the Americans what to do, but when they get it, they’ll get it big-time.” The Hearst Headquarters and similar buildings have proven Haw prophetic in that regard. Since Fuller and other Americans established green-design in the first place, it’s refreshing that we’re beginning to catch up.

Architect, Musician Battle for Resonating Frequency

Event: Resonating Frequencies
Location: Center for Architecture, 02.23.07
Speakers: David Byrne – former leader, Talking Heads & star, “Stop Making Sense”; Elizabeth Diller – partner, Diller Scofidio + Renfro
Moderator: Christopher Janney – artist, designer, author, Architecture of the Air: The Sound and Light Environments
Organizers: AIA New York Chapter
Sponsors: The Center for Architecture; Graham Foundation for Advanced Studies in the Fine Arts

Diller Scofidio + Renfro

Conceptual rendering of Alice Tully Hall lobby, designed by Diller Scofidio + Renfro with FXFOWLE Architects. Bravo Lincoln Center Redevelopment.

Diller Scofidio + Renfro

“Does the venue shape the music or does the music shape the venue?” posed moderator Christopher Janney, designer and author of Architecture of the Air: The Sound and Light Environments. In a dialogue between musician David Byrne (arguing the former), and Elizabeth Diller, partner of Diller Scofidio + Renfro (arguing the latter), it was agreed that the question is cyclical.

To demonstrate how the venue shapes music, Byrne discussed how musicians often write music with a specific venue in mind. A punk band aiming to play at a club like CBGB’s, for example, would not write music that can be performed in an opera house. In the 1970s, composers Steve Reich and Meredith Monk began their careers performing at The Kitchen, which was a small loft space in Chelsea at that time. The repetition in their music reverberated off of the walls and tangibly washed over audiences, according to Byrne. This effect is not possible in larger concert halls.

The future of music is unpredictable, as the current venues of choice seem to exist in extremes, from arenas – where music is secondary to the communal mass experience – to the very individual iPod or automobiles. Since there have not been any venues designed specifically for popular music, Byrne wonders how the genre would change if there were.

Diller, on the other hand, argued that a venue is an extension of the performers and performances. Using the Diller Scofidio + Renfro with FXFOWLE Architects-designed Alice Tully Hall renovation as an example, she discussed the challenges of designing a music hall specifically aimed at becoming world-renowned for chamber music. Since there were strict rules – do not harm the acoustics, retain the structure of the existing hall, and keep all 1,100 seats – the project is 18 inches thick around the perimeter.

The guiding design theme addresses the psycho-musical experience, according to Diller, rather than acoustics. A high-performance wood veneer over a thin layer of resin sheathes the perimeter in a smooth, curving acoustic skin. Instead of using applied light fixtures, LED’s rest behind the resin creating a red/orange glow as lights are raised or lowered for the performance. The walls are isolated to reduce vibration from the subway. By eliminating visual and audio distractions, the listening experience becomes the focal point of the concert hall, and the music perceptually sounds better.

Both musician and architect agreed that ultimately both music and venue evolve from culture. A venue like Carnegie Hall was built for a specific type of music; it became a true destination for audiences; in turn, musicians began to play music that could be performed there. Patronage and audience determine the future of music and venue, and architects and musicians must please both.

WNYC’s Soundcheck recently invited Christopher Janney, David Byrne, and Ben Gilmartin (a prpject leader at Diller Scofidio + Renfro) to discuss the intersections of music and architecture. Click the link to listen to the show.

Arup: Master Planner for Cities

Event: Annual Stephan Weiss Visiting Lectureship: Jean Rogers – Sustainable Development: Changing the Environment to Changing Behavior
Location: Parsons, The New School for Design, 02.27.07
Speaker: Jean Rogers, LEED AP – senior consultant, Arup
Organizer: Parsons, The New School for Design

Courtesy Arup

Redevelopment of a former Navy base in San Francisco Bay features a host of sustainable technologies.

Courtesy Arup

At this carbon-neutral event, Jean Rogers, LEED AP, senior consultant at Arup, urged designers to influence eco-friendly choices. With concepts of intergenerational equity and eco-footprints in mind, Arup is helping to master-plan two of the world’s most sustainable cities –Treasure Island in San Francisco and Dongtan in China.

Treasure Island will house its 13,500 residents near a ferry terminal. More than 6,000 daily public transit rides will be available to residents and visitors. An agricultural park in the middle of the island will grow food. The street grid orientation will maximize solar exposure and minimize wind exposure. Further efforts to reduce the island’s carbon footprint include underfloor ventilation, high-performance glazing, and southern-facing photovoltaics. Maximized surface area on roofs will export energy back to San Francisco’s power grid. Each resident will use nine acres of the planet’s resources, rather than the average 29 acres globally.

Near Shanghai lies the community of Dongtan, a Manhattan-sized stretch of reclaimed land. By implementing measures ranging from rice husk-run power plants to solar-powered water taxis, Arup intends to reduce the energy needed by 70%. Designed after Hurricane Katrina, each of the three villages will be a self-contained flood cell. Its eco-footprint equates to approximately four acres of the planet’s resources per resident, which is ideal in sustainability terms, according to Rogers.

Arup’s next step is to create a model for sustainable design that can be mass-produced and widely implemented. The firm is researching the possibility of an eco-friendly counterpart to the Chinese “superblock.” The imperative and the technology to “redesign the material basis for our civilization” exists, stated Rogers. All we need is the will.

Brand Defies Quality in Starchitecture

Event: Brandism Series: Icon as Brand
Location: Center for Architecture, 02.26.07
Speakers: Mustafa Abadan, FAIA – partner, Skidmore, Owings & Merrill; James Biber, FAIA – partner, Pentagram; Mario Natarelli – Chief Brand Experience Officer, FutureBrand; Frank Sciame – President & CEO, F.J. Sciame Construction Company
Moderator: Ned Cramer – Editor-in-Chief, Architect
Organizers: Anna Klingmann, Assoc. AIA; AIA New York Chapter

Kristen Richards

Foster + Partners’ Hearst Headquarters.

Kristen Richards

Kristen Richards

The interior of the Morgan Library & Museum, designed by Renzo Piano Building Workshop.

Kristen Richards

Architects today receive commissions from more clients who value good design, thanks in part to the efforts of ascendant branding experts. Developers have realized that some buyers and tenants will pay premium rates to occupy space designed by a “name-brand” architect, just as museum directors and city officials have tried to harness the caché of star architects to attract tourists. As a result, a super-crop of signature buildings is surfacing on the streets of major cities. New York’s recent and imminent icons include the Morgan Library & Museum designed by Renzo Piano Building Workshop (RPBW) with Beyer Blinder Belle Architects and Planners; Hearst Headquarters by Foster + Partners; RPBW/ FXFOWLE Architects’ New York Times Building; Gehry Partners’ IAC Center; the four new towers at the World Trade Center site; and One Bryant Park designed by Cook + Fox Architects. Is the drive to produce signature architecture healthy for the profession and the built environment, or does branding ultimately erase construction quality?

“Icon-branded buildings make connections between culture and commerce by combining design and real estate logic,” according to Anna Klingmann, Assoc. AIA, organizer of the Brandism series hosted by the Center for Architecture. Magazines such as Wallpaper – that fuse fashion, products, and architecture into a chic digest of contemporary visual culture – whet the public’s growing appetite for good design. While Ned Cramer, Editor-in-Chief of Architect, observed that contemporary architecture still lags behind classical and pre-modern design in mainstream popularity (see the AIA’s recent survey of America’s Favorite Architecture), several highly branded, recent projects, including the Apple Store Fifth Avenue by Bohlin Cywinski Jackson, made the list shortly following their completion.

If the branding-industrial field has discovered how to create interesting new buildings and travel destinations, it has not solved the problem of how to encourage consistent quality, nor how to preserve the distinct integrity of its successes. Can a designer focus on the programmatic, social, and formal challenges at the site while trying to produce a ready-made icon? Mustafa Abadan, FAIA, a partner at SOM currently working on the totemic Burj Dubai, says it’s not impossible. He described the development of the AOL Time Warner Center at Columbus Circle as an organic process of spatial problem-solving resulting in a striking final product. Yet he warns against a city resembling an overcrowded cosmetics store with opulent bottles jostling for attention.

James Biber, FAIA, an architect with the design and branding firm Pentagram, distinguished between architecture that revealed an “honest” brand identity, and superficial glitz amounting to an “advertising lie.” Mario Natarelli, whose firm FutureBrand is commissioned to strategically define cities, countries, and governments as well as companies and buildings, defines brand as a kind of relationship between seller and buyer. He agreed with an audience member that good branding is not synonymous with good architecture: “You can’t spin a building to be any better than it’s going to be.”