Global Metropolitan by Rennie-Short John;

Author:Rennie-Short, John;
Language: eng
Format: epub
Publisher: Taylor & Francis Group
Published: 2005-08-15T00:00:00+00:00

Global Spectacles: Signature Architects and Cosmopolitan Urban Semiotics

Globalization involves the creation of a global system of signs and meanings. One of the most recognizable global languages is architecture, a commercial art form that turns visions into concrete realities and solidifies messages of power and prestige. Global and globalizing cities need and want the signature buildings of famous architects as they give a sense of cultural seriousness, a feeling of competing in the global arena at the highest level.

The term signature architect has been used to refer to a small group of well-known architects whose very name has an aura of architectural prestige. They are hired to design the set pieces of architectural spectacle, the prestigious corporate offices, the high-profile cultural ensembles of art galleries and opera houses.

The winners of the Pritzker architectural prize provide a roll call of some of the most well-known signature architects. The prize was established in 1979 by the Hyatt Foundation to honor a living architect. The winner receives a $100,000 cash award as well as a bronze medallion and international recognition. The prize is open to living architects and, so far, there have been 500 nominations from forty-seven different countries. Like all prestigious prizes, such as the Nobel and the Macarthur, politics plays a more significant role than simple quality. Who gets the prize is as much a function of connections as architectural worth. Many good architects have not received the prize, while the work of some who have may not stand up to sustained critical scrutiny. A significant absence is that of Richard Rogers whose buildings include the Pompidou Center (with Renzo Piano), the Lloyd’s Building and the Millennium Dome in London. However, the prizewinners provide a useful listing of signature architects (see Table 7.1). It is an international group, albeit the sort of restricted internationalism that favors the rich countries of the world. Seven of the winners are from the USA, twelve from Western Europe, three from Japan and one from Australia. By 2003 there were only two from non-rich western countries, Brazil and Mexico: international perhaps, but not truly global.

Table 7.1 The Pritzker Prize winners

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