Hypermedia, workshop on configuration and communication of the architectural project, is an interdepartmental research group of The Polytechnic University of Madrid, located at ETSAM.

Rem at both sides of the mirror. (2017)

COMMUNICATION IN CONGRESS: (Communication in conference)

Title: Rem on two sides of the mirror.

  • Author/author: María Asunción Salgado de la Rosa, Javier Raposo Grau and Belen María Butragueño Diaz-Guerra.
  • Conference’s title: ”4th International Multidisciplinary Scientific Conferences on Social Sciences and Arts – SGEM2017”
  • Place:place): Bulgaria.
  • ISBN: 978-84-16784-99-8.
  • Summary: “Rem on both sides of the mirror” is framed in an investigation into the architectural media, its reflection in architectural production and vice versa. It is a question of coming to discern whether communication and architectural production collide and converge, if the message and the transmitting medium acquire the same qualities. Communication in architecture is understood not only as the ultimate expression of the architectural fact, but as an agent that is integrated into all phases of the creative process, from the beginning. To this end, the research focuses on one of the greatest exponents of its evolution, such as Rem Koolhaas. Through his figure, the thesis addresses the evolution of his communicative facet and successive transformations in the field of architectural communication, in parallel with his conceptual evolution throughout his career. The research makes a comparison between his most relevant publications, beginning with “Delirious New York” (Oxford University Press, 1978) and “SMLXL” (Ed. Taschen, 2004). It then focuses on “Content”, raising three hypotheses: the existence of a convergence between visual and project language, the application of language based on maximum communicative congestion and the consequent transformation of the codes of the communication in architecture. In short, research seeks to value the role of architectural communication in the creative process.
  • Keywords: Rem Koolhaas, content, research, architectural communication, congestive communication.
  • Abstract: “Rem at both sides of the mirror” is framed on a research an investigation on architectural media, its influence in the architectural production and vice versa. We try to discern if communication and architectural production collide and converge, if the message and the means acquire the same qualities. The “communication in architecture is understood, not only as the ultimate expression of the architectural act, but also as an agent integrates in all the phases of the creative process, from the very beginning. With this intention, the research focuses on one of the most relevant examples of its development, which is Rem Koolhaas. Through his figure, the thesis addresses the evolution of his communicative dimension and the successive transformations in the field of architectural communication, in parallel to his conceptual evolution along his career. The research makes a comparison between his most relevant publications, starting with “Delirious New York” (Oxford University Press, 1978) and “SMLXL” (Ed. Taschen, 2004). Next, I focus on “Content” (Ed. Taschen, 2004), raising three hypotheses: the existence of a convergence between the visual and conceptual language, the application of a language based on a communicative congestion and the consequent maximum transformation of the codes of communication in architecture. In short, the thesis puts in value the role of communication architecture in the creative process.
  • Keywords: Rem Koolhaas, content, research, architectural communication, congestive communication.
  • Link: http://oa.upm.es/49601/

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