The Icon Project

"A pioneering look at the ways in which contemporary architecture serves the interests of the capitalist class, from global North to South and through to the petro-cities of the Gulf States In the last quarter century, a new form of iconic architecture has appeared throughout the world's major cities. Typically designed by globe-trotting "starchitects" or by a few large transnational architectural firms, these projects are almost always driven by private interests. In The Icon Project, sociologist Leslie Sklair focuses on ways in which capitalist globalization is produced and represented all over the world, especially in globalizing cities. Sklair traces how the iconic buildings of our era-elaborate shopping malls, spectacular museums and vast urban megaprojects-constitute the triumphal "Icon Project" of contemporary global capitalism, promoting increasing inequality and hyperconsumerism. He sets out to explain how the architecture industry organizes the social production and marketing of iconic structures and how corporations increasingly dominate the built environment and promote the trend towards globalizing, consumerist cities. The Icon Project, Sklair argues, is a weapon in the struggle to solidify capitalist hegemony as well as reinforce transnational capitalist control of where we live, what we consume, and how we think"--

In the last quarter century, a new form of iconic architecture has appeared throughout the world's major cities. Typically designed by globe-trotting "starchitects" or by a few large transnational architectural firms, these projects are almost always funded by the private sector in the service of private interests. Whereas in the past monumental architecture often had a strong public component, the urban ziggurats of today are emblems and conduits of capitalist globalization. In The Icon Project, Leslie Sklair focuses on ways in which capitalist globalization is produced and represented all over the world, especially in globalizing cities. Sklair traces how the iconic buildings of our era-elaborate shopping malls, spectacular museums, and vast urban megaprojects--constitute the triumphal "Icon Project" of contemporary global capitalism, promoting increasing inequality and hyperconsumerism. Two of the most significant strains of iconic architecture--unique icons recognized as works of art, designed by the likes of Gehry, Foster, Koolhaas, and Hadid, as well as successful, derivative icons that copy elements of the starchitects' work--speak to the centrality of hyperconsumerism within contemporary capitalism. Along with explaining how the architecture industry organizes the social production and marketing of iconic structures, he also shows how corporations increasingly dominate the built environment and promote the trend towards globalizing, consumerist cities. The Icon Project, Sklair argues, is a weapon in the struggle to solidify capitalist hegemony as well as reinforce transnational capitalist control of where we live, what we consume, and how we think.

'The Icon Project' argues that the transnational capitalist class mobilises two forms of iconic architecture - unique icons recognised as works of art, notably designed by global starchitects (such as Frank Gehry and Zaha Hadid); and typical icons copying elements of unique icons.

"Explores the Byzantine aesthetic of fugitive appearances by placing and filming art objects in spaces of changing light, and by uncovering the shifting appearances expressed in poetry, descriptions of art, and liturgical performance"--Provided by publisher.

How and why do spectacular buildings get commissioned and procured? What are their visible urban effects? What can urban planners, architects, and policymakers learn in order to engage in more successful citymaking? In recent years, media and critical attention has been lavished on famous architects, and the contributions of their designs to the branding of cities. The post-“Bilbao effect” global landscape is one where cities compete for the highest-profile skyscrapers, cultural projects, and high-profile developments designed by star architects whom even casual readers know by first name: Frank Gehry, Bjarke Ingels, Jean Nouvel, Zaha Hadid, Norman Foster, Rem Koolhaas. Far less is known about the decision-making processes behind these projects and their subsequent urban effects. A unique combination of urban studies and photography, Starchitecture investigates projects designed by star architects in cities including Paris, New York, Abu Dhabi, Bilbao, and the architectural microcosm of the Vitra campus in Weil am Rhein, Germany. Author Davide Ponzini and photographer Michele Nastasi seek to explain and critique a growing global condition by revealing how starchitecture has been and continues to be deployed in cities around the world. The arguments they raise are vital to understanding the urban landscapes of today, and tomorrow.

For brands looking to express themselves with a bold, straightforward visual statement, nothing is as powerful as the seemingly simple icon. Overwhelmingly versatile, icons can grant projects access to a pictorial language that is almost universally understood, and can convey complex messages with speed and style. The use of icons can condense a brand's identity into the most basic of forms, capturing something as complex as their ethos or as basic as menu items with a single masterful and eye-catching image or series of images. Infinite Icon includes a multitude of groups and events looking to iconography for their branding needs, such as the Warsaw Zoo, a hip new Brooklyn brewery, Budapest Design Week, and even entire cities looking to create fresh identities for themselves.