Architecture in The Times of Renders

By: Rosmery Mamani

Nowadays, globalization influences in every academic aspect, through internet

we can easily share information with anyone around the world. For that reason,
globalization is not separated from architecture´s design. A notorious example from its
repercussion would be the intensive use of Pinterest or Instagram, both as social media
platforms let users sharing photos of their projects or famous buildings, seeking to make
it visible worldwide.

Even though this way of diffusion could have many advantages, we should
consider the effects it causes in architecture particularly and how it is related with
standardized designs and architecture out of context. If we focus just on Latin America,
we must recognise that countries from this region have completely different reality from
other geographies. Hence, why is it common to notice many similarities between
projects all around the world? why a building could be put in any place without
considering how this is adapted or not to their social or historical context?

Nowadays, social media platforms have a straight connection with the

standardization of architecture. For example, in recent years, posts on Pinterest have
reached popularity among architecture´s students, where they show their projects´
images just to be accepted by like. So, many architects or students are more concerned
about the use of render in order to make their projects aesthetically acceptable for users,
than in the spatial quality or functional order. According to Zaera-Polo (2015), using
renders has an impact in how architecture is visualized on these days, because visual
aspect seems to be more important than function or comfort, that represents the lack of
architectural theorization.

In the same way, use of web pages such as Archdaily or Dezeen get an important
role on this process. While on Pinterest, projects will be recognized by its unmeasured
aesthetic, these websites share more information with new architect’s generations.
Generally, students find this information more useful than those found on scientific
journals about architecture theory. It disconnects students, who are the main users of
this websites, from their natural concerns for adapting a project to their social, historical
or even geographical context, and keep them focused on how much post-production
they should apply to their renders to be accepted.

But, this process of standardization of architecture, is not affecting only major

cities in Latin America. This phenomenon is already visualized in some smaller cities
with great historical and touristic value. According to Rigon (2018), this process might
be justified in certain type of edifications such as banks or stadiums due to institutional
character or corporative image they need to have. But when it affects the development
of cities, trying to make it monumental or brilliant, avoiding these characteristics to
adapt the design to the context, it starts to become architecture for profit and not for
people.

As it’s explained by Biber (2013), contemporary architecture should be

understood as the creation of spaces capable to satisfy actual problems from human
beings and not for standardizing architecture through use of materials or styles. Even if
there are projects with great quality that pretends to express the reality of Europe, they
cannot be fitted in Latin American countries, to make an example.

To conclude, I can affirm there is a straight relation between diffusion of

information by Pinterest or Archdaily and the process of standardized designs in
architecture. There is been preferred the project´s aesthetic than the social and
geographic context where they will be built, for what I consider architecture production
worldwide is in crisis. Due to sharing of information, architects nowadays copy or reply
designs worldwide, without thinking about it or theorized their production. The
computerized aesthetic of architecture project has become in the most valued condition
of architecture in these days.

Bibliographic references:

Biber, H. (2013), Arquitectura contemporánea en el Perú. Revista UNFV. Vol 1, 2.

Recovered from: http://revistas.unfv.edu.pe/index.php/RCV/article/view/20/20

Rigón, M. (2018), Desarrollo urbano- turístico, transformaciones y permanencias en

arquitectura local, Giras. Vol 23. Recovers from
https://upcommons.upc.edu/handle/2117/130279

Zaera-Polo, A. (2015), Ya bien entrado el siglo XXI:¿La arquitecturas del post-

capitalismo?. Revista El croquis. Vol. 4, 13. Recovered from:
https://teoriagilcasazza.files.wordpress.com/2013/02/zaera-polo-2.pdf