In times past, architecture itself was capable of representing the luxury, power and influence of economically powerful sectors of society. Looking back to the past, the Medici wanted their buildings to reflect their power and influence, and they emphasised the work of their architects as a way of enhancing culture and art, choosing their architects precisely to emphasise this. In more recent times the name of the architect was synonymous with quality and excellence, just as the works of the great masters of the modern movement, such as Frank Lloyd Wright or Le Corbusier, were status symbols and works of art in their own right.
Today, however, things have changed. Architecture is limited in its ability to represent luxury on its own, but must be associated with a renowned brand. Armani Houses, Lamborghini Houses, Hermès and others have become paradigmatic examples where the identity of the architect fades away to give power to the Brand.
It is at this point that we reflect: why has this happened? The answer is complex, but we can say that society, and in particular the sectors that have economic access to luxury, have opted for brands as symbols of their status. Marketing dominates the market, relegating the Architect to the background, making the brand relevant. In fact, it is even more disheartening, as society has placed its choice on brands and image, rather than on the creators of the buildings themselves. Luxury consumer brands enable differentiation, the exclusivity of homes, their decoration and the residential enclaves that have taken on the role of representing Luxury.
Today, the name of the architect is a secondary issue. In magazines and publications, the names of the architects behind these projects are rarely mentioned. The brand sees itself as the central and essential element. Architects, in turn, are overshadowed by this notion, becoming just another cog in the marketing wheel. Instead of appearing as the architects of the creations, they become mere anonymous components of a commercial machine.
Architects become mere anonymous components of a commercial machine
This profound change in society’s mentality towards the architecture that represents them is evident. Previously, the name of the architect was synonymous with quality and excellence.
The recognition of the work with a name and surname is also an incentive for research, creativity and the achievement of excellence in individual work.
At the same time, the possibility of carrying out luxury works is a way of promoting the architect’s creative capacity, research, commitment to clients and the development of the companies that carry out this type of work, construction companies, installers, carpentry companies, etc. They see luxury works as an accelerator of their capacities.
It goes without saying that these works of the brands must by regulation have an architect who signs the documentation and is responsible for the execution of the work.
Architecture has fallen prey to the consumerist mentality and has lost its essence
Consumer culture has replaced art culture.In the past, culture was an elite good, reserved for the privileged few. The Renaissance was a time when art and culture were at their peak, and architectural works were admired and respected. But today, culture has also become a consumer product. Architecture has fallen prey to this consumerist mentality and has lost its essence.
In this context, some architects have become brands, producing Signature Works. There are developers on the coast who have developed housing projects, putting the emphasis on the architects they had hired, this is an example to vindicate and promote.
Luxury is not within everyone's reach.
Who knows who the architect behind Armani, Hermès or Ferrari is? Luxury brands have eclipsed the figure of the architect. It no longer matters who the creator of the building is, but that the brand name is synonymous with luxury and exclusivity.
Ultimately, it is essential to ask whether this transformation has truly enriched the experience of architecture or whether it has lost its artistic and cultural function. Perhaps it is time to reflect on how to recover the intrinsic value of Architecture and its capacity to represent luxury without relying exclusively on brands and consumerism.