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Record Nr. |
UNINA9910789457903321 |
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Autore |
Sancho Pou Eduard |
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Titolo |
Function follows strategy : architects' strategies from the fifties to the present / / Eduard Sancho Pou |
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Pubbl/distr/stampa |
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Munich, [Germany] : , : Edition Detail, , 2015 |
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℗2015 |
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ISBN |
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Descrizione fisica |
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1 online resource (194 pages) : color illustrations, photographs |
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Collana |
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Classificazione |
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Disciplina |
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Soggetti |
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Architectural practice |
Architectural practice - History |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Bibliographic Level Mode of Issuance: Monograph |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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Frontmatter -- Contents -- PREFACE -- PROLOGUE -- INTRODUCTION: WHERE ARE WE AND HOW DID WE GETH ERE? -- Marketing: HOW TO SELL ACCORDING TO THE RULES OF MARKETING -- Icons: HOW TO SELL ARCHITECTURE THROUGH ICONIC BUILDINGS AND FAMILIAR IMAGES -- Politics: HOW TO RECOGNIZE THE PEOPLE AND PROBLEMS BEHIND THE FIGURES AND GRAPHICS -- Throng: IDEAS FOR A FAST-GROWING POPULATION (IS THERE A MODEL THAT CAN BE REPEATED AT WILL?) -- Developer: THE ATTEMPT TO GENERATE DEMAND,OR THE ARCHITECT AS PROJECT DEVELOPER -- N°1: MAKING THE RULES -- OUTLOOK -- EPILOGUE -- INTERVIEW: A CONVERSATION WITH ART GENSLER AND BJARKE INGELS -- BIBLIOGRAPHY -- INDEX -- EDUARD SANCHO POU -- ACKNOWLEDGEMENTS |
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Sommario/riassunto |
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Architekten sehen sich in den letzten Jahren mit einem gewandelten Markt, mit veränderten Aufgabenstellun-gen und neuen Anforderungen konfrontiert. Mit welchen Strategien können sie vorgehen, um Aufträge zu erlangen oder für ihre Projekte interessieren? Anhand ausgewählter Beispiele analysiert der Autor die Vorgehensweise einzelner Architekten seit den fünfziger Jahren des letzten Jahrhunderts. Ausgehend von den Anfängen des Marketings in der US-amerikanischen Nachkriegszeit, spannt er einen Bogen in die heutige Zeit. Wandlungen in Gesellschaft und Politik, veränderte Ansprüche der Auftraggeber, aber auch die Finanz- und Wirtschaftskrise haben Einfluss auf das Berufsbild des |
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Architekten. Stand früher das reine Bauen im Vordergrund, müssen Architekten heute gegenüber ihren Auftraggebern vielfältige Rollen einnehmen - vom Berater über den Vermittler bis hin zum Markendesigner. Das Buch soll Architekten dazu inspirieren, über neue Mög-lichkeiten nachzudenken und ungewohnte Wege zu gehen. |
In past years, architects have been confronted with a changed market, changed sets of tasks and also new requirements. Which strategies can they adopt to get commissions or spark interest in their projects? With selected examples, the author analyses the processes of individual architects since the 1950s. Beginning with the commencement of marketing in the North American post-war era he proceeds to then cast his view to contemporary times. Transformations in society and politics, the changed requirements of clients, and also the crisis in the economy and financial circles all influence the professional existence of architects. While pure construction itself was the focus in previous times, today's architects must adopt a wide variety of roles in relation to clients - ranging from consultant to mediator and brand designer. The book is intended to inspire architects to consider new options and unusual paths. |
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