Architecture and Ideology

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Dr MLADEN BURAZOR, Teaching Assistant Faculty of Architecture Sarajevo, mladenb@af.unsa.ba COMMERCIALISM AS A NEW IDEOLOGY IN CONTEMPORARY ARCHITECTURE REVIEW OF A POST WAR BUILDING TENDENCY IN THE CAPITAL OF BOSNIA AND HERZEGOVINA Abstract | Globalisation and commercialism are often viewed as a driving force behind progress but at the same time its influence on architecture is heavily criticised by many. Interests of a private and public sector often disagree in terms of land use proposals and in many cases interests of corporations are favoured in the eyes of politicians. In the recent decades, reinvention of hybrid buildings in contemporary architecture becomes a new tool to reconcile these different agendas. The effect of the fall of Socialists regime in former Yugoslavia and transition to a new political and economy system had strong impact on architecture in Sarajevo, the capital of Bosnia and Herzegovina. Post war construction activities were mainly directed towards rebuilding of housing capacities and public buildings. New constructions were seldom and financed mainly from private funds. Devastation of industrial buildings followed by privatisation had taken its toll on industrial production and very soon new buildings emerged on the foundations of formerly successful industries situated within the city. Land use proposals for prime locations were altered to accommodate commercially acceptable buildings. As never before, the need for existing public spaces was questioned in terms of potential for new developments and the needs of community became needs of private sector. Changes in the global economy are felt in almost every aspect of human activities. Capital investments traditionally associated with public funds are postponed sometimes indefinitely. At the same time, there are many models that are recognized in the developed countries and could be adopted as a part of a building strategy in Bosnia and Herzegovina. The purpose of this paper is to recognize the advantages that can be seen in the combination of architectural programs and private and public investments within single buildings. Hybrid buildings which are in turn multifunctional, optimized and more economically efficient whilst public oriented, are seen as a good solution for tackling issues in regard to economy and public vs. private interests. Key words | commercialism, hybrid buildings, building tendency 143
144 NERMINA ZAGORA, PhD student Faculty of Architecture Sarajevo/Firma d.o.o. Sarajevo, nerminaz@firma‐arh.com DINA ŠAMIĆ, PhD student Sapienza University of Rome/Firma d.o.o. Sarajevo, dinas@firma‐arh.com THE ROLE OF CONTEMPORARY ARCHITECTURE IN GLOBAL STRATEGIES OF CITY BRANDING Abstract | This paper intends to explore the characteriscs of a new ideology that stands behind contemporary architecture, having in mind that 21st century is marked by the rise of processes of internationalization and globalization, parallel to the decline of nationalist ideologies. We will focus on the phenomenon of city branding and analyze the ideals of global economy as the main driving forces in contemporary architecture, which have replaced the former concepts of nationalist ideologies. City branding is characterized by accelerating dynamics in architectural development, as well as competitiveness, sensationalism and spectacle, and is often created by global architectural stars. Referring to “Bilbaoism” or “Dubaism” and similar phenomena which are multiplied throughout the world, we intend to examine if the named trends reflect the emancipation and the rise of the role of architect over an ideological system, or whether they merely represent Faustian bargains. The case study of Omotesando avenue in Tokyo will be included in order to analyze the links between global economy, architectural and fashion design and illustrate the transformation of architectural spaces and cities into products and brands, as an expression of a system of consumerist values and ideologies of contemporary age. Key words | city branding, global economy, star architecture, identity
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1 International Conference Architec
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Organized by Faculty of Architectur
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INTRODUCTION The Faculty of Archite
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‐ The rights to housing, work and
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CONGRESS DATA 1 registrated delegat
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TABLE OF CONTENTS KEYNOTE PAPERS |
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17. TRADITION BASED ON MODERNISM. C
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14. URBAN REPRESENTATION OF STATE P
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11. A CITY BETWEEN METAMORPHOSIS AN
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35. COASTAL ADAPTATION TO CLIMATE C
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16. POLITICAL IDEOLOGIES AND PROFES
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Dr VLADIMIR MAKO, Professor Univers
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STEFAN MUTHESIUS, Professor World A
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S1 IDEOLOGICAL CONTEXT OF ARCHITECT
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36 Dr MARTA VUKOTIĆ LAZAR PhD Hist
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38 Dr MIODRAG MIŠKO ŠUVAKOVIĆ, P
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40 HARIS DAJČ, PhD student, Teachi
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42 Dr ALEKSANDAR KEKOVIĆ, Assistan
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44 ZVONIMIR KONTREC, PhD student Ba
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46 IVA MARKOVIĆ, PhD student Unive
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48 ANICA TUFEGDŽIĆ, PhD student,
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50 JELENA RISTIĆ TRAJKOVIĆ, PhD s
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52 Dr MARIANN SIMON, Associate Prof
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54 Dr VANA TENTOKALI, Professor Ari
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56 Dr PISANA POSOCCO, Associate Pro
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58 POLINA MIKHNOVA D. Serikbayev Ea
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60 Dr JEAN MARIE CORNEILLE MEUWISSE
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62 MARIJA PAVLOVIĆ MAŠA, PhD stud
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M.Sci. PETAR ARSIĆ, Professor Facu
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Dr DMITRIJ CHMELNIZKI Berlin, chmel
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Dr IRINA KOROBINA Schusev State Mus
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Dr ANETA HRISTOVA Faculty of Archit
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Dr VLADIMIR MIHAJLOV, Teaching Assi
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ANDREJ ŠMID, PhD student Graz Univ
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VLADIMIR PAREŽANIN, PhD student, T
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ANĐELKA ĆIROVIĆ, PhD student, Te
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FRANCESCA SALATIN, PhD student Univ
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MSc. MEJREMA ZATRIĆ Faculty of Arc
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KOSARA KUJUNDŽIĆ, PhD student, Te
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IVAN STANOJEV, PhD student Faculty
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IVA ČUKIĆ, PhD student University
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S3 MORPHOLOGY AND IDEOLOGICAL PATTE
Page 95 and 96: 94 Dr LJILJANA BLAGOJEVIĆ, Associa
Page 97 and 98: 96 DINA NENCINI, Professor Faculty
Page 99 and 100: 98 TILO AMHOFF, Professor Universit
Page 101 and 102: 100 Dr NENAD RADIĆ, Assistant Prof
Page 103 and 104: 102 PAOLO TOMAZELLA, PhD student Ce
Page 105 and 106: 104 MAJA PLIČANIĆ, PhD student, T
Page 107 and 108: 106 CRISTINA PALLINI, Senior resear
Page 109 and 110: 108 JELENA ŽIVKOVIĆ, Assistant Pr
Page 111 and 112: 110 NATHALIE‐JOSEPHINE VON MÖLLE
Page 113 and 114: 112 MSc TATJANA BABIĆ, Teaching As
Page 115 and 116: 114 ALEKSANDAR KUŠIĆ PhD student
Page 117 and 118: 116 JACQUELINE MAURER, BA Universit
Page 119 and 120: 118 MILICA VUJOŠEVIĆ, MA Institut
Page 121 and 122: 120 ALEKSANDAR BRKIĆ, PhD student
Page 123 and 124: 122 Dr SUAT ÇABUK, Associate Profe
Page 125 and 126: 124 MONIKA JOVANOVIĆ, PhD student
Page 127 and 128: 126 MILOŠ MIHAJLOVIĆ, PhD student
Page 129 and 130: 128 VLADANA PUTNIK, PhD student Dep
Page 131 and 132: 130 VESNA CAGIĆ MILOŠEVIĆ, Assis
Page 133 and 134: 132 DANICA STOJILJKOVIĆ, PhD stude
Page 136 and 137: JELICA JOVANOVIĆ, architect NGO Gr
Page 138 and 139: PABLO V. FRANKENBERG, M.A. Ludwig
Page 140 and 141: M.Sc. MARINA ĐURĐEVIĆ Museum of
Page 142 and 143: IGOR EKŠTAJN, PhD Student Faculty
Page 146 and 147: BRANISLAVA KOVAČEVIĆ, PhD student
Page 148 and 149: RENATA JADREŠIN‐MILIĆ, Teaching
Page 150 and 151: PARASKEVI PANTELIADOU, PhD student
Page 152 and 153: DEJAN ZEC, PhD student, Junior Rese
Page 154 and 155: DANIELA V. DE FREITAS SIMÕES, PhD
Page 156 and 157: LJILJANA MILETIĆ ABRAMOVIĆ, MA Mu
Page 158 and 159: LIST OF PARTICIPANTS|
Page 160 and 161: 1. Abramović Vladimir, PhD student
Page 162 and 163: 91. Muthesius Stefan, Professor 92.
Page 166 and 167: R a n k o R A D O V I Ć
Page 168 and 169: Spomen kuća bitke na Sutjesci (Bat
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