POV #1 | Bernard Tschumi, Advertisement for Architecture

bernard tschumi

Architects do not just create buildings – they are iconographers and cultural interpreters. Architecture itself is a means of communication beyond the built form. It is the product of converging and diverging desires and architects are the interpreters of those desires. In turn, these interpretations give shape to our cities.

The architect Bernard Tschumi said that the way most of us experience architecture is through photographs in books, in other words, through our imagination of what the space would look like in real life. He then makes a comparison of the way that advertisements show you the same image over and over to create a desire for something that exists beyond the two dimensional page.”



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