Architecture and the production of postcard images: invocations of tradition versus critical transnationalism in Curitiba

Here is urban renewal with a sinister twist, an architecture of deception which, in its happy-face familiarity, constantly distances itself from the most fundamental realities. The architecture of this city is almost purely semiotic, playing the game of grafted signification, theme-park building. Whether it represents generic historicity or generic modernity, such design is based in the same calculus as advertising, the idea of pure imageability, oblivious to the real needs and traditions of those who inhabit it. Welcome to Cyburbia.