Oculus - Spring 2016 Institutional Shifts - (Page 40)

in print Raves + Reviews REVIEWS BY S TA N LEY S TA RK , FA IA Slow Manifesto: Lebbeus Woods Blog Edited by Clare Jacobson Function Follows Strategy: Architects' Strategies from the Fifties to the Present By Eduard Sancho Pou Sancho Pou's book examines how strategy and strategic thinking have been employed to sell designs, propel practices, and establish architects' brands. Utilizing a case study approach around a series of successful architects and practitioners, he presents and analyzes the specific strategies they have used to grow their practices. Charles Luckman, architect and former president of Lever Brothers, represents a high-level business-leader-to-business-leader marketing approach. William Pereira, Luckman's former design partner, and the more contemporary Bjarke Ingels embody the design icons and/or actors who either push a design image or mold themselves to the expectations and needs of the client, incorporating the best of both the client's needs and the designer's intentions. Senator Daniel Patrick Moynihan (a non-architect) and Ricky Burdett (director of the London School of Economics and Political Science LSE Cities and the Urban Age Program) exemplify the mediator-impresario model. Coping with sudden societal challenges of rapid growth and emerging needs offers another strategic opportunity. Arthur Levitt, developer of the postwar suburb, and Chinese architect-developer Qing Ma of MADA s.p.a.m. offer different and successful methods of meeting these sudden needs. Architects as developers are a more general example of this style. John Portman and Jon Jerde represent two other approaches. Sancho Pou concludes with the strategists Arthur Gensler and Rem Koolhaas. He believes their ability to function not just as designers but as trusted advisors to their clients, helping to shape the project's strategy, will increasingly become a hallmark of success and prominence. This is not a how-to manual, but it might offer some insight on positioning for future success and organizational sustainability. 40 Oculus Spring 2016 Munich: Edition Detail, 2015. 192 pp. $55 New York: Princeton Architectural Press, 2015. 288 pp. $29.95 Stanley Stark, FAIA, served as chair of the Oculus Committee from 2005 to 2007. Lebbeus Woods was an architect who never really built. He cast himself as an experimental architect and worked as a teacher, an artist, and a provocateur/collaborator in hot spots around the globe. He became very well known within the profession and the arts community. Late in his career, in 2007, Woods began a blog, which ended shortly before he passed away in 2012. This volume of about 150 posts edited by Clare Jacobson captures his ideas and insights, and many of his beautiful, vertiginous, and unsettling drawings. The blog is a manifesto without a program, but imbued with purpose. His writings reflect dissatisfaction with the stasis and complacency of the architectural profession: what he perceives as the passiveness of architects in the face of their clients' demands. A theme that runs though the collection is his core belief that architecture should help transform and improve people's lives: a seemingly normal argument that is also deeply provocative. Woods regards architects as creative, idea-driven professionals whose conceptions should have a powerful role in shaping experiential space that has the ability to transform. But with a few exceptions - Thom Mayne, Steven Holl, Eric Owen Moss, and Kevin Roche - he doesn't see this happening. Woods has many vividly interesting things to say about architecture schools, working in crisis situations (Sarajevo), the value of both "dumb boxes" and ugly buildings, and the emptiness of architecture's newly found popularity as a form of spectacle. He provides a hilarious list of alternative ethical principles organized as a "Resistance Checklist." (For example, "Resist any idea that contains the word algorithm.") Woods was trying to do many things with his blog. The most important was trying to keep us honest. Institutional Shifts

Table of Contents for the Digital Edition of Oculus - Spring 2016 Institutional Shifts

Letter from the President
Letter from the Editor
Center for Architecture
One Block Over
Opener: The Intersection of Technology and Walkability
The Challenges of Expansion
A Win-Win at Rockefeller University
Course Requirements
1,087 Windows (and a Unique Focus) on the City
Tech Time
Playing a New Tune
A More Perfect Union
Social Innovation by Design
In Print
117-Year Watch
Last Words
Index to Advertisers

Oculus - Spring 2016 Institutional Shifts