Is “Marketing” A Dirty Word?

Eavesdroplet, Midwest
Monday, March 11, 2013
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Studio Gang's Nature Boardwalk at Chicago's Lincoln Park Zoo. (Steve Hall / Hedrich Blessing)

Studio Gang’s Nature Boardwalk at Chicago’s Lincoln Park Zoo. (Steve Hall / Hedrich Blessing)

We were glad to be included on the Studio Gang’s Archi-Salon panel on “outside research” at the Art Institute of Chicago on February 2. UIC’s Clare Lyster moderated a lively discussion that, true to its roots in academic theory, kicked off by questioning the premise in the first place. Are practice and research separated by anything more than semantics? Based on the turnout it seems the discussion series achieved its goal of public engagement—what can we say? We’re thrilled and a bit surprised that you all find architectural theory as stimulating as we do.

During the discussion, Paul Preissner detected a whiff of marketing in architects’ clambering to engage “outside” disciplines. You might have thought he accused them of artistic treason, based on the defensive tone that the discussion took whenever the topic popped back up.

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