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PAY ATTENTI

ON ROBERT VENTURI

STOP

URBAN THEORY

Robert Venturi

Less is a bore

Modernist Approach

1

Design from the inside out = functionalism

Buildings should be capable to accommodate change. therefore a city should be capable of accommodating change

2

Signage Symbols Ornaments

= Iconography

A city is not only made up of buildings streets and people but

icons and stories

3

Learning from the existing landscape is a way for the architect to be revolutionary

4

UTOPIAN CITY = Total designing and to much tastefulness causes deadness

He was against the environment that modernist post war urban development had produced

5

Social and economic forces

=urban order results from the patterns formed by topography and geometry. But in the present situation the social and economic forces give a

stronger pattern to the city.

City is complex and dynamic

6

BILL BOARDS

= The façade is independent of the Contents and therefore autonomous.

The architecture is pushed to the background. Establishing aRelationship between mass communication and architecture.

7

Symbol in Space

Form in Space

In a city, it is not the form of the architecture that is the most important but the iconography- Imagery and symbolism of mass culture.

8

Urban Sprawl

Mega structures

Ugly and common heroic and original

“Learning From Las Vegas!”

“Learning from Las Vegas”

•The Redevelopment of Las Vegas Boulevard aka “The Strip”

•From Automobile Culture of the 1960’s

“Learning from Las Vegas”

• …To the needs of the 21st Century Traveler

“Learning from Las Vegas”•From a project of the Yale School of Art & Architecture in the 1960’s …

… aimed at managing growth while avoiding urban sprawl.

The Las Vegas Results•The Strip is now best enjoyed as a pedestrian …

… Supplemented by Mass Transportation

But it Wasn’t Easy!

Boat Basin Commercial LaneSignboards being more prominent than built environment/architecture

Main Khayaban e Saadi, Boat Basin.

Signboards being more prominent than built environment/architecture

• LEARNING FROM LAS VEGAS• Robert Venturi, Denise Scott Brown,

Steven Izenour• Cambridge University Press: 1972

Moderne Architektur

„Alltagsarchitektur“

Thankyou=)