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    Sweet and Sour - Venturi

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    Radoslava Vlad L
    This document proposes a new approach to architecture that accommodates duality and representation. It acknowledges that universal architecture defined by expressive space and industrial structure is no longer viable. It advocates for a generic architecture defined by iconography and electronics. This new architecture would use symbolic imagery and electronic displays on building surfaces to provide shelter, meaning, and constantly varying information. It argues that this approach draws from ancient traditions of using ornamental images on temples, churches, and other buildings and is suited to our current electronic age.

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    Sweet and Sour - Venturi

    Uploaded by

    Radoslava Vlad L
    166 views1 page
    This document proposes a new approach to architecture that accommodates duality and representation. It acknowledges that universal architecture defined by expressive space and industrial structure is no longer viable. It advocates for a generic architecture defined by iconography and electronics. This new architecture would use symbolic imagery and electronic displays on building surfaces to provide shelter, meaning, and constantly varying information. It argues that this approach draws from ancient traditions of using ornamental images on temples, churches, and other buildings and is suited to our current electronic age.

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    Sweet and Sour - Robert Venturi

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    Sweet and Sour_Venturi

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    This document proposes a new approach to architecture that accommodates duality and representation. It acknowledges that universal architecture defined by expressive space and industrial structure is no longer viable. It advocates for a generic architecture defined by iconography and electronics. This new architecture would use symbolic imagery and electronic displays on building surfaces to provide shelter, meaning, and constantly varying information. It argues that this approach draws from ancient traditions of using ornamental images on temples, churches, and other buildings and is suited to our current electronic age.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    166 views1 page

    Sweet and Sour - Venturi

    Uploaded by

    Radoslava Vlad L
    This document proposes a new approach to architecture that accommodates duality and representation. It acknowledges that universal architecture defined by expressive space and industrial structure is no longer viable. It advocates for a generic architecture defined by iconography and electronics. This new architecture would use symbolic imagery and electronic displays on building surfaces to provide shelter, meaning, and constantly varying information. It argues that this approach draws from ancient traditions of using ornamental images on temples, churches, and other buildings and is suited to our current electronic age.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 1

    Robert Venturi

    Sweet and Sour


    As A COMPARATIVE M ETHOD OF A

    ALYS IS A D A W AY OF D ESl G

    T HAT

    A CCOMMODATE M A NERJ ST D UALITY. AN ARGURNENT FOR A G E ERJC


    ARCHITECTURE D EFTNED BY l CO OGRAPHY A D ELECillONICS.

    Sweet
    A gentle manifesto that acknowledges the demise of a universal architecture defined as expressive space and industriai structure:
    Let us acknowledge architecture for now that is not ideologically correct, rhetorically heroic, theoretically pretentious, boringly abstract, technologi cally obsolete.
    Let us acknowledge the elemental quality of architecture as shelter and symbol-buildable and usable shelter that is
    also meaningful as a setting for living. Shelter and symbolism that are inevitable, admitted, and explicit elements
    of an architecture that embraces signs, reference, representation , iconography, scenography, and trompe-l'oeil as
    its valid dimensions: that makes manifest evocation. Let us acknowledge these elements as the genesis and basis of
    the art of architecture:
    Shelter that admits within its imagery form and symbol - and whose symbolism can be explicitly juxtaposed on
    generic form, sometimes independent of it and sometimes contradictory to it so we should say that in our time
    form /ollowed function while form accommodates functions - and shelter as a medium for symbolism that
    accommodates technical realities of our time and that acknowledges cultural context and cultura! variety in our
    world, that promotes a vivid background for living and not a dramatic setting for acting.
    Symbolism that evolves not out of Renaissance tradition, whose architecture of form abstracts references to a
    Classica! arder from an ideal past-not out of recent Modern and current Modern Revival tradition, whose architecture of form incorporates veiled references to an industriai arder from an ideal past-not out of Postmodernism, whose architeciure of symbols promotes a nineteenth-cen tury kind of eclecticism involving irrelevant Romantic-historical stylistic associations-and not incidentally out of Disneywo rld architecture whose evocative representation derives from three-dimensional ducks rather than two-dimensional iconography.
    But a symbolism that derives perhaps from ancient Egyptian, Early Christian and Byzantine, and Baroque traditions whose generic architectures of surface project ornamental images-hieroglyphic bas-relief on masonry Egyptian temples, iconographic murals and mosaics in Early Christian basilicas and Byzantine domes , and scenographic or trompe-l'oeil effects inside Baroque churches. These images are signs as well as ornament- explicit
    sources of information virtually independent of the planar forms and sheltering surfaces of the generic architecture they are applied to ali over - they evoke video projections where, projected onto independent architectural
    surfaces, the foot of a saint on the wall of a basilica might be amputateci by the opening of an arch.
    And an iconography that suggests the relevance for us of the ornamental surfaces of temple exteriors and basilican interiors - and I should include other precedents like that of super-graphics that adorn the Constructivist
    designs of Konstantin Melnikov of the 1920s or the /aux ornament depicting three-dimensional architectural
    elements on the surfaces of country architecture in northern Europe and representing expensive materials on
    cheap forniture of peasant cultures. But it demonstrates as well a difference in our electronic age when computerized images can change over time, information can be infinitely varied rather than dogmatically universal, and
    communication can accommodate diversities of cultures and vocabularies, vulgar and tasteful, Pop and highfauiting - from h ere an d there. In this context the grand advertising Jumbotrons a top buildings in Tokyo an d
    Osaka can , along with temple hieroglyphics and mosaic iconography, work as precedent fora generic architecture employing video display systems-where the sparkle of pixels can parallel the sparkle of tesserae and LED
    can become the mosaics of today. What S. Apollinare Nuovo does inside we can do inside and/ or outside.
    Here is architecture as iconographic representation emitting electronic imagery from its surfaces day and night
    rather than architecture as abstract form reflecting light from its surfaces only in the day - an architecture that
    embraces human dimensions aver those of abstract expression- that celebrates the beginning of an age of virtually universalliteracy and embraces meaning over expression.
    There are dangers in an architecture of representation that makes art out of information. Didacts can exploit it to
    promote ideology within art. Abstract expressionism is safer. But techniques available now can help us achieve change and balance via flexibility, and promote richness through variety. Our iconography will not be etched in stone.
    And it is important to remember that it is a GENERIC architecture that acknowledges symbolism and iconography for our time, that represents ornament and projects detail rather than engages them - is this virtual detail?

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