The Iconic Building

Book excerpt: "A new type of achitecture has emerged in the last decade : the iconic landmark building, which challenges the traditional architectural monument. In the past, public buildings expressed shared meaning through well-known conventions. Today those conventions are superceded by commercial forces and the quest for instant fame. Public architecture is now required to be an amazing piece of surreal sculpture as well as something that appeals to a diverse audience - at once provocative and practical yet without the context that religion and ideaology once provided. Such contrary demands drive the architect toward a new convention : the enigmatic signifier. This curious sign suggests many meanings without naming of them. The most publized version of the genre, Frank Gehry's New Guggenheim Museum in Bilbao, 1997, became an instant media event that forces other architects to design event buildings routinely. This 'Bilbao effect' has led to a series of landmark buildings by architects such as Norman Foster, Peter Eisenman, Enric Miralles, Zaha Hadid, Daniel Libeskind, Renzo Piano, Will Alsop, and Rem Koolhaas. Some of these buildings are successful creations, while others make us wince." -- book jacket.