Igor

19 mars 2015

The AIA Outreach Campaign Is Doomed To Fail

Dans la foulée de l’article de Peter Buchanan publié la semaine dernière sur le blog, un nouvel article (publié dans Forbes) commente le fossé d’incompréhension qui sépare les « architectes » (ou du moins, une certaine faction de cette profession) du « grand public ».

Un article qui égratine sérieusement l’association américaine des architectes (AIA), à travers un examen de sa récente campagne de communication grand public, et de lauréats de la « AIA Gold medal »: Frank Gehry, I.M. Pei, Thom Mayne…

« Architects are always in a precarious position. Unlike doctors and lawyers, their services are never required. (…) Architects are an additional expense, and they have a reputation for being difficult and impractical.

In the past, architects overcame this challenge by demonstrating the superiority of their skills and knowledge. Their buildings were simply better. Now, however, few people believe that. The reputation of architects is at its lowest point ever. They are perceived as being problem-causers, not problem-solvers. They are purveyors of the ugly and dysfunctional, of the emotionally detached and culturally disconnected. »

Pour lire la suite: Cliquer ici

Source: Justin Shubow, Forbes, 17 mars 2015