Branding and Celebrity Status

In this urban era, design thoughts has changed so much since it started to be essential to human lifestyle. Architecture styles have also changed so much from art and craft to less is more or so on.

Media have become a very useful tools to spread news and information and everything in life became much commercialized over the years. Every single object in life needs to be designed even toothbrush and toothpaste. Same goes to architecture. It seems that architecture nowadays aren’t only about “less is more” or “less is bore”. People start to know architecture in a more iconic way rather that the functions or environment. From those bombastic iconic building than people started to know about the architects involved.

With this, the design theory of architecture is more going towards a commercial way of design or packaging.For instant example, the competition among countries of having the most advanced and tallest skyscraper has become so interesting to be given attention to, and it is important for architecture to come it. The purpose of designing for people is less concerned. Rather, the building is designed to amaze people or even the world. For example, Burj Khalifah in Dubai has been ranked the tallest building in the world since 2008 and I strongly believe in the near future, there will be more other “tallest-building” in the world.

Burj Khalifah in Dubai is the tallest building in the world with it's 828m height.

Petronas Twin Tower, KLCC used to be the tallest building in the world and now ranked 8th in the world. We Malaysian would never deny the glory it has brought to us as one of the tallest building in the world. It is the most iconic building in Malaysia. Not to mention it has made people known about Malaysia.

Now, back to main topic, what is the impact of branding and celebrity status to Design Theory? I think the most obvious impact would be building in human society would become even more iconic and more luxury then what we have now. If every architects wanted to be famous like celebrity, having their own brandings and being know by people of their unique and bombastic building design, who would then care about green building design? Building for the poor or even building for the needy?

While most of the people would know about Zaha Hadid is of her organic and iconic building designs that has always “wow-ed” the world. Her design is mostly curvy with simplicity and yet iconic. Like what she said “Architecture is really about well-being. I think people want to feel good in a space… On one hand it’s about shelter, but it’s also about pleasure.” It is not to judge what she is doing is right or wrong, good or bad, all I can say is that she is an architect that design for the urban city. Her design is to compete with the cities in the world of being different every day and being more advanced in the technology.

Heydar Aliyev Center, in Baku, Azerbaijan. One of the famous work of Zaha Hadid.

Branding and celebrity status aren’t always the negative aspects. If there would be people take notice of the branding or the architect celeb’s works of doing something good for the needy rather than just iconic buildings, it would help to influence more people who doesn’t know about the issues to pay attention to it or even lend a helping hand of getting involve in changing the world for a better future. For example, if I am a very famous architect celeb, there would be more chance for the community projects to be known by people. With the fame and attention I have or my branding have, people would not only focus on my projects but also the purpose behind the projects in helping the poor or victims of natural disasters.

Alejandro Averana's sustainable reconstruction project in Constitucion, Chile, built after the February 2010 earthquake and tsunami. Alejandro Averana has won the 2016 Pritzker Architecture Prize for work that "epitomizes the revival of a more socially engaged architect." he has done alot of community projects for the needy and also projects concern about the green house effect in urban city. However, he seems to be not as famous as Zaha Hadid. People seems to have be more concern about the luxury and iconic branding effects and the celebity status of an architect rathr than the works they have done for the human socirty.

Villa Verde, Averana's project in helping porr people owning their house that is not less than what they worth.

Therefore, branding and celebrity status would actually change design thoughts of the present and future architects if different ways. If there is more architects like Alejandro Aravena and their community and humane projects to be known by the world through branding or celebrity status, it wasn’t that bad after all.