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6.
international festival for architecture in video |
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introduction
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Urban and architectural television sets, inside TV commercials, bring about the construction of a mental, utopian, virtual city; a universal city which draws from an expanded, collective imagination and which, through ready made operations, re-contextualizes elements taken from reality while charging them with a new meaning. A sort of publi-city in which the role of architectural images is essentially that of contributing to the staging of a product or a brand. The urban experience is replaced by its hyperreal representation. The city becomes a setting essentially built on well-established topoi and known archetypes to which one can pair or counter the product. Skyscrapers, viaducts, highways, bridges, vacant sites are stereotypes inducing an association between a story (at times about a utopia, at times about a place to escape from) and the product. On one side, a clean, silent and bright city ideally casts us into a feasible dimension, a place miraculously free from traffic, smog and noise; this image is an incentive for metropolitan living, a celebration of the global village, of urban concentration, of constant travel. On the other side, contradictions and troubles, frenzy and stress show us a place from which to escape in search of freedom, enhanced individuality, endless possibilities and infinite choices. Architects must deal with this aesthetics and this mythology which enters everybody’s home, indiscriminately, because it is upon it that the common vision of architecture and of the contemporary city is shaped. It is peculiar that change can be detected by looking at commercials, but they are, more than any other form of communication, receptive of today’s needs and capable of representing, making and foreseeing future necessities. Paola Giaconia, Francesca Pagnoncelli |
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