Function follows Strategy

Eduard Sancho Pou

Published by DETAIL 2014

Function follows Strategy

Eduard Sancho Pou

In the series DETAIL Special

https://doi.org/10.11129/detail.9783955531973

Overview
Contents

About this book

New paths for architects

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.

Buildings and their advertising effectiveness, negotiating between architecture and politics, and new challenges from a society in transition

Various roles and positioning of architects in society, politics and economy

Evaluations of differing strategies with examples of projects from Bjarke Ingels, Ricky Burdett, Qingyun Ma, John Portman, Art Gensler and others

Topics

Frontmatter Publicly Available Download PDF	1
Contents Publicly Available Download PDF	5
PREFACE Requires Authentication Unlicensed Licensed Download PDF	6
PROLOGUE Requires Authentication Unlicensed Licensed Download PDF	8
INTRODUCTION: WHERE ARE WE AND HOW DID WE GETH ERE? Requires Authentication Unlicensed Licensed Download PDF	10
Marketing: HOW TO SELL ACCORDING TO THE RULES OF MARKETING Requires Authentication Unlicensed Licensed Download PDF	20
Icons: HOW TO SELL ARCHITECTURE THROUGH ICONIC BUILDINGS AND FAMILIAR IMAGES Requires Authentication Unlicensed Licensed Download PDF	46
Politics: HOW TO RECOGNIZE THE PEOPLE AND PROBLEMS BEHIND THE FIGURES AND GRAPHICS Requires Authentication Unlicensed Licensed Download PDF	70
Throng: IDEAS FOR A FAST-GROWING POPULATION (IS THERE A MODEL THAT CAN BE REPEATED AT WILL?) Requires Authentication Unlicensed Licensed Download PDF	92
Developer: THE ATTEMPT TO GENERATE DEMAND,OR THE ARCHITECT AS PROJECT DEVELOPER Requires Authentication Unlicensed Licensed Download PDF	110
N°1: MAKING THE RULES Requires Authentication Unlicensed Licensed Download PDF	134
OUTLOOK VIRTUAL, FREE OF CHARGE, SOCIAL AND GLOBAL Requires Authentication Unlicensed Licensed Download PDF	162
EPILOGUE Requires Authentication Unlicensed Licensed Download PDF	172
INTERVIEW: A CONVERSATION WITH ART GENSLER AND BJARKE INGELS Requires Authentication Unlicensed Licensed Download PDF	174
BIBLIOGRAPHY Requires Authentication Unlicensed Licensed Download PDF	184
INDEX Requires Authentication Unlicensed Licensed Download PDF	190
EDUARD SANCHO POU Requires Authentication Unlicensed Licensed Download PDF	192
ACKNOWLEDGEMENTS Requires Authentication Unlicensed Licensed Download PDF	192

(Deutsch)

Language: English
Publisher: DETAIL
Audience: Architekten, Bauingenieure, Studierende, Dozenten
Pages
- Main content: 200
Illustrations
- Other: approx. 30 in color, 20 b/w

eBook

Published: December 16, 2014
ISBN: 9783955531973