STARRtUilBtR COtilPANYBuilding & Building MaterialsJohn Ellison BrownFfot Rock Roo d - CA 64169Roure #lSTARR, SOUTH CAROLINASUBURBA}Ic0]rsIRuclrolt coMPAilY524 Moybonk HighwoyChorleston, South CorolinoEASTTRU]IG & tYAllSTTTCIRIC SERYICER ESID ENTIAL CONTRACTINGSpecializing ln Heat ConuersionWitb HAGEN lzsulationBox 105 553-3512Goose Creek, South CorolinoWEAR}IIIIIBCHARLOTTEIUMBE R C0.ox r 458" NORTHCAROLINACRAVEI\ BROS.BT]ILDII\G AI\D REPAIRSERVICEHOME IMPROVEMEN TS-RO<strong>OF</strong>ING-GUTTERINGKITCHENSBATHROOMS CARPORTSGARAG ESPATIOSFLORIDA ROOMSPAINTINGFREE ESTIMATES289 E. BAY ST. PHONE 722-2178CHARLESTON, SOUTH CAROLINAJ. E. KI}{Oc0ilsIRUcIt0llI IAIKCOMPAIIYWATER LINES - SEWERSPUBLIC UTILITIESTELEPHONE 794-56783322 INVIEW ROADWEST COLUfVIBIA,SOUTH CAROLINAARCHITECTU RE/32
The Broad Ho fizon 0f ArchileclureAddress h Morris Ketchum, Jr., FAIA PrcsidcntThc Amcricqn Instiiuie of ArchitectsTo The Annuol Mecting of Virginio Chopter AIARichmond, Virginio, Februory 3, 1956Can anyone here tonight visualize acompletely disorganized architectural professionwith every architect fighting byhimself for survival?Unaided by his fellow architects, withno shared fund of technical knowledgeor common vocabulary of design and practice,no established and respected standardsof professional conduct, no commondefense against competitive professionsand package dealers, no decisive voicein local, state and national legislation,no opportunity to improve the educationand training for architecture, no unitedeffort to raise the status of the professionthrough public service, the individualarchitect might well fail to survive.In the hard, cold world of competitiveenterprise, only a few architectural giantsmight be able to make their way alone.Not all of us are giants and there are notenough giants to form a profession capableof meeting all the challenges weface today.lf there were no American Institute ofArchitects, we would have to create one!Fortunately, it has been in existencefor more than a century. During that time,it has grown and changed from an exclusiveclub to a democratic national organizationof approximately 18,000 corporatemembers and 4,000 associates representing95 percent of all the architecturalfirms in this countrY.The Institute has at its command theresources, brains and manpower of theprofession. lt is devoting these assets tobuilding a strong, united professional societywhich speaks and acts for every architect.What FORTUNE magazine called "thetweedy old profession of architecture"died with the great depression. The newgeneration which survived fought and wonthe campaign for contemporary design.Today, we may argue among ourselvesabout how to design individual buildingsbut we are united in the cause of creatinga great environmental architecture.The profession of architecture is smallbut growing. That same magazine has remindedus that there are only 30,000 architectsin this country, compared to 225,-000 lawyers, 430,000 accountants, 975,000engineers and 265,000 doctors. But weyield to no other profession in terms ofideas, inspiration and influence.We are ready, I believe, to respond tothe millions of Americans who arc demandingan architecture worthy of therichest nation on earth.It is not just an architecture of individualbuildings. lt is an architecturewhich includes the design of completenew college campuses and residentialneighborhoods, suburban shopping centersand downtown civic and cultural centers,new business districts and entire new satellitetowns.Craftmanship in the design and executionof buildings is one of the most vitalelements in architecture. Neglected, it islost forever. We must constantly practiceand perfect it but if we stop there theindividual biulding will never be complete.It will lack its proper architectural selting.Remember that Thomas Jefferson, agreat president and a great architect, designedmany individual buildings, includingyour state capitol here in Richmond,but he asked that there be carved on hisgravestone "Father of the University ofVirginia." He realized, l- believe, that thisgreat achievement in education and inenvironmental architecture outshone allhis other projects.Our architecture must always successfullyinterpret the social, economic andpsychological demands of society in physicalterms. lt should be capable of meetingman's daily needs and inspiring hismind and heart.We architects draw our strength frompublic service, and the public is the realclient of our profession.The architect exists to serve man andwe have never had a better opportunityto serve him. For the majority of mankindnow lives in cities and the designof cities has been, is now, and alwaYswill be the province of the architect.Across the nation, our profession hascreated soul stirring examples of whatour cities could be if all of us joinedforces to rescue and rebuild them. Largercities like Boston, Philadelphia, Baltimore,Detroit and San Francisco; smallercities like Little Rock, Rochester, Hartford,Urbana and Canton, have plannedor built, or are building, a new urbanarch itecture worth I iving in. These arecities of the future. Their number is constantlyincreasing.Urban design is environmental archi'tecture based on environmental planning.As Ada Louise Huxtable said recentlyin the New York Times:"Environmental planning means that youdon't locate industry to pollute rivers thata growing population will depend on forwater supply. You don't cut down foreststo construct speculative houses where residentswill need these natural woodlandsfor attainable recreation as populationdensities increase, or put up suburbansubd ivisions where mass transport isweakest for commutation and make noprovisions to strengthen it. You don't buildwithout preplanned and prebuilt water andsewage facilities; you don't hop, skip andjump housing developrnents over openland without consideration of distancesand relationships to job centers, educational,cultural and recreation sources,and transportation tie lines."City, suburb, satellite city and regionare interlocked in form and function. Theymust be planned together for public andprivate benefit if this country is to havea living environment worthy of the name.It is high time for action. Within thenext decacle, our mounting population, thedwindling land supply, and the expandinggrowth of our technology will either resultin the creation of livable and beautifulcities, or the city will diffuse intodensely bu ilt up metropolita n regionswithout form, amenity or any of the graceand beauty worthy of a mature and responsiblesocietY.Here in Virginia, for example, the greatmegalopolis which stretches from Bostonto Washington has brought its downtowncongestion, suburban sprawl and visualsqualor across the Potomac and on intoyour major urban areas. Now is the timeto plan for action before it overwhelmsyour countryside.Your future lies in your cities, not yourfarms.The root of the great urban crisis iswealth, not poverty. A poor nation wouldnot be able to replace trees with parkinglots, litter the streets with signs, fill theair with wires and tear up historic neighborhoodsto build new freeways. Only aneconomy based on the theory of overproductionand planned obsolescence couldfill the nation's junkyards with non-disposableautomobile skeletons. Only a philosophyof haste and waste could squanderour land, pollute our air and our waterARCH ITECTU RE/33
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