Adolf Loos (International Library of Architecture) by Joseph Masheck

Author:Joseph Masheck [Masheck, Joseph]
Language: eng
Format: azw3
ISBN: 9780857733214
Publisher: Bloomsbury Publishing
Published: 2013-03-20T16:00:00+00:00

the best proof of the validity of Loos’ intuition of design: to impose an image of architecture along the great commercial arteries of the metropolis an absolute, severe classicity was necessary.

In fact, the atemporal immutability of the classical is set up as a contrast to the speedy obsolescence of commercial products and the change of public taste. In this sense, in its deliberate opposition to the unending flow of perishable goods, the classical operates as a kind of clearing of the stage that translates into a progressive, modern communication technique. This idea will be developed further, and perhaps even more suggestively, in the unrealized project for a gigantic column (also of polished black granite), entered for the international competition held in 1922 for the construction of the Chicago Tribune skyscraper. (Gravagnuolo 154; cf. on the Tribune Tower, chapter 6, below)

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