Advertisements for Architecture. 1976-1977
During this period, avant-garde theorist and architect BERNARD TSCHUMI created “Advertisements for Architecture”, a series of postcard-sized juxtapositions of words and images, based on the idea that most of us experience architecture through photographs, drawings and words in books, in other words, through our imagination and not through the experience of real space.
There is no way to perform architecture in a book. Words and drawings can only produce paper space, not the experience of real space. By definition, paper space is imaginary: it is an image.
So he makes a comparison of the way that advertisements show you the same image over and over to create a desire for something that exists beyond the two dimensional page: “as there are advertisements for architectural products, why not for the production (and reproduction) of architecture?” TSCHUMI wants to see if the language of advertisements can create the desire to see or to be inside the building. The first two ads are from Le Corbusier’s famous Villa Savoy of 1965 which was in a state of decay at that point, and was soon to be restored.
And good news: the book “Architecture and Disjunction” by BERNARD TSCHUMI is now available in the WFW Store. Covering roughly 20 years of theory and practice “Architecture and Disjunction” is a compilation of essays which disrupt the ideology of Modernism and Post Modernism.