Architecture is suffering a crisis of confidence. More and more mainstream figures in the field are admitting that the profession has lost its way. As I previously mentioned, Frank Gehry, the world’s most famous architect, recently said that “98% of everything that is built and designed today is pure sh*t. There’s no sense of design, no respect for humanity or for anything else.” Architectural thought-leaders seconded and thirded him. And he’s since been fourthed by another.
Last year, recognizing general public’s low opinion of architects, the American Institute of Architects (AIA), the trade organization for the profession, launched an effort to “reposition” the industry by hiring marketing and brand-identity firms. ….