chapter
90 Pages

Body

Architecture is usually seen in futuristic terms: novel buildings

are understood to probe and project an unforeseen reality, and

architectural quality is directly associated with its degree of

novelty and uniqueness. Modernity at large has been dominated

by this futuristic bias. Yet the appreciation of newness has

probably never been as obsessive as in today’s cult of spectacular

architectural imagery. In our globalized world, newness is not

only an aesthetic and artistic value, it is a strategic necessity of

the culture of consumption and, consequently, an inseparable

ingredient of our surreal materialist culture.