Message - The Architecture Star System as Marketing

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Posted by  Paul Malo on March 27, 2002 at 06:53:07:

Richard Ingersoll, in the magazine "Architecture" (linked below) observes"

"The name-brand architects who emerged during the 1970s and 1980s in an architectural star-system were engaged, much like top fashion designers, in the production and consumption
of an intensified demand for “symbolic capital.” Their capacity to create an authentic style satisfied the market for codes of distinction in an economic environment increasingly based on
the competitive value of symbols. This renewed iconological emphasis in architecture shifted the profession away from structural innovation and social concerns and closer to the strategies of marketing.

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