From physical to digital: the impact of twenty years of Web 2.0 on Architecture
Published on: Proceedings IV International Conference Cultura y Ciudad, Communication architecture: from the origins of modernity to the digital age
Gallo, G., 2024. From physical to digital: the impact of twenty years of Web 2.0 on Architecture, in Calatrava, J., Arrendondo Garrido, D., Rodriguez Iturriaga, M., Proceedings of the IV International Conference Cultura y Ciudad, Communication architecture: from the origins of modernity to the digital age, Granada, pp. 1587-1598.
Abstract: Twenty years have passed since the advent of Web 2.0, a participatory revolution that has transformed communication, giving rise to fresh approaches to how architecture is conveyed. This paradigm shift is not without its significant caveat: the algorithmic rules governing web 2.0 emphasize virality and sensationalism. This phenomenon has steered architectural discourse away from technical drawings in favour of imagery. In this altered communication landscape, architects must now possess the ability to engage audiences, attention to prevailing trends, and even redefine design purposes. Evidenced by examples such as Casa Brutale, designed “to break the internet,” and Steven Chilton, which garnered recognition and commissions through online exposure. Moreover, this evolving landscape has given rise to new figures, Very Important Designers: celebrities who conceptualize products for fashion and design brands and are now venturing into the world of architecture. Similarly, architectural firms have transformed into brands, competing in an increasingly marketing-oriented environment.