Function Follows Strategy

Description

Function Follows Strategy. Architects’ strategies from the fifties to the present

New Paths for Architects
From Building Construction to the Design of Comprehensive Strategies

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.

• Precise analyses and comparisons of the processes of selected architects from the post-war era up until today
• Various roles and positioning of architects in society, politics and economy
• Buildings and their advertising effectiveness, negotiating between architecture and politics, and new challenges from a society in transition
• Evaluations of differing strategies with examples of projects from Bjarke Ingels, Ricky Burdett, Qingyun Ma, John Portman, Art Gensler and others

200 pages with  30 in color, 20 b/w / 19 x 23.5 cm / English