This brilliantly engaging book may actually be one of the first to describe and discuss what might be architecture’s true value at this pivotal point in our own history: seeing that everything is connected, and artfully hosting that complexity, before constructively plotting routes towards clarity, pinned up on broad civic, ethical foundations.
So Architects after Architecture, as the title suggests, is not about buildings. Or at least not always, not directly. Buildings are simply one of the ways that this complex yet constructive sensibility might exert itself, but they are certainly not the only way, nor are they always the most potent – as muf’s Liza Fior makes clear here, when she says “the answer to a brief is not necessarily a building.”
I’ve been looking at this chart a lot over the past few weeks.
It shows us that print ad budgets were doing just fine all the way though the first decade or more of the consumer internet. There was even a little spike upward for the Dotcom bubble. Then the financial crisis and recession of 2008/9 caused a step change down, but when the crisis was over the budgets didn’t come back. Instead, the market had been reset, and budgets have been falling steadily ever since.
You might call this the Will E Coyote effect - you’ve run off the cliff, or the cliff has disappeared from under you, but there’s a brief moment while your legs windmill in the air before gravity kicks in. It can take a while for the inevitable to happen, but then, as Lenin pointed out, you get a decade of inevitable in a week.