Martin Filler, admittedly, gets a few chuckles out of me in this article about architectural firms and their names (or their “renames”). Firms want to seem modern and unique but their new names just seem to over complicate their identity. Filler provides some hilarious examples:
But surely no architectural moniker has been as thoroughly annoying as Coop Himmelb(l)au, dreamed up in Vienna in 1968 (perhaps over a funny Zigarette?). The effortfully parenthesized second part of that contorted tag conflates the German words for heaven (Himmel), blue (blau), and building (Bau).
And while Filler doesn’t necessarily touch on this directly, his article got me wondering about architects and language (I worry my daughter’s English degree is rubbing off on me). Namely, why architecture seems to be desperately looking for a new language in which to lose itself.
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