Olga Zeveleva
October 2017.
17

What do people most often get wrong about architecture?

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In my latest book The Icon ProjectI argue that the almost exclusive focus of the media on iconic architecture and starchitects presents a misleading account of the industry as a whole. I show that these ideas are not simply inventions of the media, but that the major architecture firms and many important and famous architects, architecture historians, and critics have helped to disseminate these ideas.

The idea of The Icon Project is that iconic architecture at the city, national, and global scales is part of an ideological and cultural strategy, connecting capitalist globalization and what I have called "the culture-ideology of consumerism." Today, the culture-ideology of consumerism seems to rule supreme all over the world with disastrous ecological consequences.

For more on this, read Leslie Sklair’s interview on World-Architects at www.world-architects.com

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