Tagged: Reklame


Gotlib_Paludan_Cobe_1

TIL DET FÆLLES BEDSTE?


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Jeg har tidligere undret mig over hvorfor det er at danske arkitekter ikke reklamerer mere for sig selv pĂ„ samme vis som vi ser det indenfor sĂ„ mange andre faggrupper. Ikke at jeg har manglet det som sĂ„danne, men jeg fandt mĂ„ske lidt svar i et stĂžvet “VedtĂŠgt for Arkitektvirksomheder” [DAL, 1965] hvor en paragraf omtaler HVORDAN arkitekten dengang mĂ„tte dyrke sin egen omtale: “[Arkitekter] mĂ„ ikke anvende reklame eller pĂ„ anden mĂ„de yde betaling eller vederlag for offentlig omtale eller reklamemĂŠssig bekendtgĂžrelse.” – et citat som jeg tyggede lidt pÄ for Ă„r tilbage i indlĂŠgget “Var arkitekten engang lydlĂžs?”.

Nu kom Gottlieb Paludan Architects sĂ„ pĂ„ banen i gĂ„rsdagens annoncetillĂŠg til Politiken – en 16 siders avis med overskriften “Den moderne by”. Og pĂ„ den dyre side 3 finder man en helsides reklame for det ny NĂžrreport station. En opgave som vi alle bedst kender som et projekt vundet af COBE projekt i 50/50 samarbejde med Public Arkitekter (fĂžr 2009, DSB’s tegnestue). Hvis man nu er lidt usikker pĂ„ hvorfor Gottlieb Paludan leger plakat med NĂžrreport sĂ„ finder man svar i deres opkĂžb af netop Public Arkitekter i november 2011 – Ud over de nye in-house kompetencer fik de ogsĂ„ rettigheder til projekterne med i posen, og det er pĂ„ sin vis spille reglerne ved det at opkĂžbe. Men det krĂŠver sĂ„ efterfĂžlgende at man lige respekterer alle dem som oprindeligt startede den fest man senere fik bagdĂžrsadgang til. Et job som for fremtiden mĂ„ske skal varetages bedre af deres ‘Brandingchef’ (jeps, de findes nu ogsĂ„ i arkitektbranchen)

Der er flere som har oplevet annoncen lige lovlig frisk. Og sÄ kan det godt vĂŠre at juraen siger ok, men det forekommer som unĂždvendigt og urent trav at overskygge sine samarbejdskolleger pĂ„ denne mĂ„de. En ting er hvis to oprindelige arkitektfirmaer ‘glemmer’ at nĂŠvne hinanden nĂ„r de holder foredrag om deres fĂŠlles projekt – det har vi nok alle set fĂžr – Noget andet er at kaste med plakater med en velkendt (konkurrerende) tegnestue  som eneste afsender uden at nĂŠvne alle de andre ophavsretshavere….inkl. RambĂžll, Grontmij og Bartenbach LichtLabor

Det kan da umuligt vĂŠre til det fĂŠlles bedste?

 

Gossip

NĂ„r arkitektbranchen slĂ„r nye knuder – PR, sladder & ArchiLeaks


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Gossip has always been around in architecture as one of the oldest ways of sharing, maneuvering and convincing. But how does it manifest itself today within the instant culture of internet and social media? What is the role of gossip in contemporary networking? Has the logic of gossip and instant gratification also penetrated what we used to call architectural critique?Conditions Magazine #10

PR og reserveret envejskommunikation
De fleste danske arkitektvirksomheder har mindst en fast person med ansvar for kommunikation, PR og formidling af aktuelle nyheder og [de alt for mange] resultater. I takt med at alle efterhĂ„nden udsender nyhedsbreve og “vi er ogsĂ„ lige prĂŠ-kvalificeret i Aalborg” mails, sĂ„ har vi det seneste Ă„r nĂ„et en grĂŠnse for hvornĂ„r PR opleves mere som stĂžj i mailboksen end egentlig overskuelig og brugbar information. Der er simpelthen alt for meget nyhedsdata derude og alt for lidt kreativ arkitektonisk formidling – historier der vellykket hiver glansbillederne tilbage ned pĂ„ Jorden og meget prĂŠcist nĂ„r ind til kernen i projektet.

Heldigvis sluger den brede befolkning og arki-offentlighed enhver glinsende visualisering, men det ĂŠndrer ikke ved at vores stand [stadig] er langt fra mĂ„let nĂ„r det kommer til det at fortĂŠlle om de rumlige konstruktioner og sociale potentialer som vel er netop det vi som arkitekter rent faktisk blĂžder for. Selv et TV program som “Arkitektens Hjem” kommer lĂŠngere ud over kanten med historier fra “den anden side af facaden” end det vi ser udsendt fra tegnerstuerne i PR Ă„ndens navn. Om det sĂ„ er fordi arkitekter aldrig helt har lĂŠrt at sĂŠlge sig ved jeg ikke. Vi er nok den eneste branche hvor man helt undgĂ„r at kĂžbe sig til helsidesreklamer, salgstaler og slogans. Her fĂ„r i sĂ„ lige et par hurtige og gratis guldkorn:

3XNWe are not Square. We just love Triangels”, “CF MĂžllerOld School, New School…Even in between School”, “BIGAs seen on TV”, “HLAWe draw everything…except Operahouses in DK”, “ARROWArchitecture without Error”, “THIRD NATURECall us if you wanna know what it means:)”,GEHLWe are in the Life Between Buildings business”

ARCHLEAKS – Flygtig kommunikation
Hvad sker der nĂ„r der kommer gennemtrĂŠk i tegnestuens Public Relations vindue? NĂ„r [evt. tidligere] ansatte eller praktikanter fortĂŠller “sandheder” om tegnestuens sociale, Ăžkonomiske ledelses- og arbejdsforhold? NĂ„r ledelsen ikke lĂŠngere kan styre sladder om tegnestuen der breder sig i branchen som en steppebrand. PĂ„ en arbejdsplads er mĂ„ske 90 procent af den interne kommunikation i forvejen uformel i form af sladder. Det er her, man finder ud af, hvad der virker, og hvad der ikke virker. Og det at sladre er nĂŠsten en kompetence i sig selv, hvis man ser det i forhold til at tilegne sig den fornĂždne viden og indflydelse. Specielt hvis man som projektansat skal kunne nĂ„ at finde sig til rette i en allerede alt for kort ansĂŠttelsesperiode.

Men med de nye sociale medier skal der ikke meget til at kanalisere og samle sladder. Et af de nyeste bud er ArchLeaks.com som er grundlagt af en ung london arkitekt. Her er der plads til ethvert surt opstĂžd. DesvĂŠrre har muligheden for at vĂŠre anonym i fĂžrste omgang udlĂžst et vĂŠlg af negative kommentarer. Men personligt har jeg kun ventet pĂ„ at der spontant ville opstĂ„ sociale videnplatformer som netop denne – pĂ„ godt og ondt. I forvejen har mega forumer som SKYSCRABERCITY.com vist et enormt potentiale i den mĂ„de enkeltpersoner kan formidle byggeri. Her er det ikke kun de fĂŠrdige projekter, men ogsĂ„ mulige lokalplaner, forkastede projekter og insider viden om konstruktioner mm.

Man skal ikke lĂŠse mange sider om hvilken rolle sladder spiller i en sund virksomhedsstruktur fĂžr at det begynder lyde som egentlig videndeling. Forskellen er mĂ„ske at sladder har en mere personlig og social dimension hvor man hurtigt kan farve det som enten god sladder eller ond sladder. Det er det som bĂ„de gĂžr det autentisk og pĂ„ samme tid flygtig, og vi skal vĂŠre bevidste om, at det vi fortĂŠller bliver fortolket og fortalt videre. I den sidste ende er det at blive talt om eller sladret om helt sikkert en vigtig mĂ„de at blive set pĂ„. Det giver en fĂžlelse af at man er med hvor det sker, og man pĂ„ den ene eller anden mĂ„de har en etableret position i branchen…selv om det lugter lidt af Sidney-Lee.

CONDITIONS #10 – Why Gossip?”
Det seneste nummer af Conditions har ’sladder’ som sit tema – lĂŠs leder. Og de gĂ„r mere end grundigt til vĂŠrks og ser pĂ„ sladder som et fĂŠnomen i en verden hvor arkitekter aldrig kritiserer eller debaterer hinandens arbejde offentligt, men i stedet sladrer big-time i snĂŠvre netvĂŠrk og hvor sociale medier mere end nogensinde eksponerer og knobskyder meninger. En verden hvor selv den mest ubetydelige arkitekt kan starte en blog og hĂŠlde sine meninger ud i mediestrĂžmmen…aaaah. Ups. Glem lige den sidste sĂŠtning:)

The jungle telegraph of architecture moves fast. The constant stream of gossip is a far more effective tool for moving out of local differences and peculiarities to a global “movement” than any other organizational form like the CIAM(s) of the past. Architects today are not organized by common agendas, but are more united and connected than ever through social and information media. Gossip, in absentia of any pronounced agenda beyond the urge to be connected, updated and influential, still is, for better or worse, the closest thing we have to an international “movement” in architecture today […] The dependency on labels and expensive studio equipment is waning. In architecture, this has not yet happened to the production side of the business, but certainly the evaluation of architecture has witnessed a rise in amateurism and gossip.” – Conditions Magazine #10

Tryk for drama mellem husene


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“Tryk her for drama mellem husene”

I bedste tĂŠnd-for-blender-med-guldfisk stil satte den belgiske HQ tv-kanalen TNT en rĂžd ‘event’ knap op pĂ„ en typisk plads i en typisk lille by – hvor intet nogensinde sker – og inviterede byens borgere til at trykke hvis de ville have lidt liv i gaden. Jeg har ikke fundet et link til hvor man kan kĂžbe sĂ„dan en knap, men jeg vil gerne have et parti hjem til opsĂŠtning rundt om i det pĂŠne pĂŠne DK.

 

.

http://youtu.be/QCVcwQpE0ZM

IngeniĂžr bider arkitekt


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UPDATE: Alectia har her til eftermiddag taget den omtalte film af Youtube.

Dog-Eat-Dog
I forbindelse med ALECTIA’s nye Youtube kanal, har de produceret 3 smĂ„ film, som sĂ„ skulle klarlĂŠgge hvad de kan, og hvordan de sĂ„ gĂžr det. En pĂ„ sin vis god intention, men en af filmene [vist ovenfor], med tilhĂžrende reklame i BĂžrsen forleden, har lĂžftet Ăžjenbryn hos rigtig mange arkitekter. Det viser sig, at vi ikke rigtig forstĂ„r hvad det er Alectia siger. SpĂžrgsmĂ„let er sĂ„ om de selv gĂžr det? Her med CivilingeniĂžr og PhD Steffen Petersens, ellers godhjertede forklaring i filmen:

“Arkitekten sĂŠtter sig ned og tegner sin overordnede bygningsgeometri […] og sĂ„ er det ligesom derfra man mĂ„ tage hammer og mejsel og banke funktionerne ind i den her skulptur. Og det er sĂ„dan en meget kunstnerisk tilgang til processen – udefra og ind.”

“Den tilgang som vi kan tilbyde som ingeniĂžr, er en tilgang der gĂ„r indefra og ud, som tager udgangspunkt i de funktioner vi har i vores byggeri. SĂ„ kan vi arbejde med funktionen og sĂ„ kommer arkitekterne med deres syn pĂ„ det, udefra og ind, og vi kommer med det indefra og ud. Og sĂ„ skal vi smelte det sammen, sĂ„ vi fĂ„r en funktionel ĂŠstetisk flot bygning som har et lavt energiforbrug og et rigtig godt indeklima.”

“Det vigtigste er at vi kommer ind samtidig med arkitekterne, mĂ„ske fĂ„r dem sat lidt i anden rĂŠkke, sĂ„ vi kan fĂ„ lavet vores analyser, som de kan udvikle deres arkitektur ud fra.” – Uddrag

Byggeri vs. Arkitektur
IngeniÞrkunsten er jo sÄ bred at det bÄde dÊkker det, sÄkaldte, Byggeri og sÄ den egentlige Arkitektur. Og ja, der er en forskel. Det ved arkitekten. For det er hans mÄl at sikre de arkitektoniske kvaliteter i ethvert projekt. Hvis man kun Þnsker et, sÄkaldt, Byggeri, ja, sÄ kan man overlade det til andre fagfolk [hÄndvÊrker, entreprenÞr, konstruktÞr eller ingeniÞr]. SÄ nÄr vi skal arbejde sammen om at skabe den gode Arkitektur, sÄ nytter det ikke hvis kun arkitekten evner at arbejde helhedsorienteret. Som arkitekt Vibeke Grupe Larsen siger i hendes indlÊg om Alectias nye reklamelinie:

“Jeg er enig i, at det er et uhensigtsmĂŠssigt og forpasset trĂŠk ved byggeprocesser, at arkitekter skal tegne de indledende skitser i byggeprojekter alene, og at ingeniĂžrer efterfĂžlgende worst case kommer til at skulle rette op pĂ„ uigennemtĂŠnkte streger. Men alternativet, at arkitekter skal reduceres til at vĂŠre ĂŠstetiske og kunstneriske konsulenter, nĂ„r fĂžrst ingeniĂžrerne har foretaget de indledende analyser, er en lige sĂ„ forkert metode og dybt bekymrende i forhold til at skabe bygninger af kvalitet!” Vibeke Grupe Larsen

Det er en uheldig reklame, som efterlader et kedeligt aftryk. Jeg mÄ nÊsten vÊlge at se det som Alectias forsÞg pÄ, netop, at fÄ ingeniÞren ind i den helt tidlige skitsefase. Men frem for at stille sig ved siden af arkitekten fÄr de stillet sig foran!

Nu ved jeg at det er lidt tarveligt at inddrage det nĂŠste citat. Men, taget fuldstĂŠndig ud af kontekst, lĂžd det som et sjovt ekko fra en tid hvor Ing og Ark’s klassisk adskilte samarbejde [der i sig selv lyder som en modsigelse], gav forudsigelige resultater nĂ„r ingeniĂžrens optimeringsberegninger fik for meget overtag [eller mĂ„ske kom fĂžrst?]. Det er fra DTU’s film om erhvervsPhD ordningen hvor de besĂžger en Ph.d.er ansat hos HLA:

“Det er en rund bygning fordi rund er den mest optimale form i forhold til energi optimering.” – uddrag fra denne film

Jeg ved udemÊrket at HLA er skarpslebne i at samarbejde kreativt med deres ingeniÞrer. SÄ det ny Novo Nordisk projekt er helt sikkert rundt FORDI det, i dette tilfÊlde, understÞtter ALLE arkitektoniske mÄlsÊtninger. Var den endt som en kvadratisk box, sÄ havde man helt sikker evnet, i [integreret] samarbejde, at lande pÄ et tilsvarende energiniveau. Udfordringen er ikke at lande pÄ det rigtige tal, men mÄ vÊre at fÄ alle de [andre] arkitektoniske kvaliteter med mens man gÞr det.

– LĂŠs evt. Steffen Petersens kommentar til reklamen pĂ„ Vibeke Grupe Larsens blog.

Ny bogudgivelse
Jeg har ikke haft den i hĂ„nden, men en af mine ingeniĂžr venner har gjort mig opmĂŠrksom pĂ„ en sprit ny bog fra Birkhauser, “Cooperation – The Engineer and the Architect”, 280 sider [se bogpriser.dk, ca. 300 kr]. – Se flere billeder fra bogen her. Bogen beskriver den nyeste udvikling i forholdet mellem arkitekt og ingeniĂžr i selve designprocessen. Bogen forholder sig primĂŠrt til Schweiz og Tyskland, og bygger videre pĂ„ et tidligere afholdt symposium pĂ„ ETH ZĂŒrich [alle vidcast er desvĂŠrre pĂ„ tysk].

[issuu width=700 height=500 backgroundColor=%23222222 documentId=111109113519-8bdf0dc466974010b05e078290177a72 name=cooperation-engineer-architect username=birkhauser.ch tag=architect unit=px v=2]

 

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I See Flying People!


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I See Flying People
I januar var der flyvende mennesker i luften over NY ifa. modificerede modelfly. Men egentlig var det et reklame stunt for den kommende Sci-fi movie, Chronicle [se trailer]. Den lille event var sÄ smart, at 4.5 millioner sÄ youtube filmen bare de 2 fÞrste dage, og efter 30 dage er det 30 mill. Flytypen kaldes for RC ariplanes, og i menneskeformer hedder de sÄ RcSuperheroes. Du kan kÞbe skabalontegninger for $345 her. Se videoer fra producenten

MĂ„ske man skulle have et par stykker til at cirkulere over byggepladsen for at holde tempo og kvalitet helt i top – “hvaaa, er det en fugl deroppe, eller er det mĂ„ske et fly?…nej nej, det er ARKITEKTEN!!”

Tryghedsgruppen vil have dine [og Bjarkes] ideer


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Det var Tryghedsgruppen der startede…
…og Bjarke Ingels der stĂžttede op ved at deltage i den ‘glatte’ tv-reklame [som er den mĂ„de welovepeople.dk synes at danskerne bedst fordĂžjer nye ideer pĂ„]. Flere steder hedder det at “verdenskendt dansk arkitekt vil gĂžre motion til en leg”, som fx i Politiken. Arkitektbranchen kigger op fra skĂŠrmene og siger at “hvad nyt er der lige i det”. Men sandheden er at det ER noget nyt hver gang man evner at vĂŠkke danskerne interesse. Og jeg synes at den 10 minutter lange dokumentar gĂžr et godt stykke arbejde. Fremtidens brugere skal jo ogsĂ„ lĂŠre at stille nye krav til fremtidens byrum. Bjarke har indtil videre lagt ud med 11 forslag til mere leg byrummet.

Tryghedsgruppen bestÄr af Tryg Forsikring A/S,  Nordea Liv & Pension og livsforsikringsselskab A/S, og de har [ud fra et egentligt Þkonomisk synspunkt?] besluttet sig for at hjÊlpe de over 1.000.000 danskere der gerne vil dyrke mere motion, men gerne sÄ at det blev lettere og lidt sjovere. Og professionelle som de er, sÄ er der nu opsat en Facebook gruppe hvor alle kan spÊde til med ideer, som alle er med i en stÞrre konkurrence. Idé med flest stemmer vinder. Og der efterhÄnden en del at vÊlge imellem.

Jeg har lige set at brugeren Steen Heftholm fra Fredrikshavn har lagt en idĂ© op pĂ„ Facebook siden, om at importere Traveling Rings til Danmark, som et ‘voksent’ alternativ til de legepladsagtige trĂŠningsredskaber vi ser vokse frem rundt i parkerne. Det kunne jeg godt lokkes til at prĂžve…i et busstoppe sted!!

BIG: Det er vigtigt at printe…med HP


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“See what architect Bjarke Ingels has to say about the design process and the importance of print” – sĂ„dan lyder teksten til denne reklame for HP… og BIG… eller begge to pĂ„ en gang. Filmen ville egentlig passe helt fint ind pĂ„ Discovery midt imellem to udsendelser. Fx. Big machines, Extreme Engineering og Big Architects.

– Nedenfor er endnu en reklame med lidt-af-hvert-arkitekter i en Autodesk+HP reklame:

 

Screenpix001

At OVERsvĂžmme en by


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Funny print pĂ„ bunden af en svĂžmmeĂ„l i Mumbai. HSBC Bank bestilte et styk “awareness for global warming […] campaign in public space that addresses the danger of flooding”, hos deres reklamefolk fra Ogilvy & Mather.

Se mere her

 

 

Contextual [Web] Innovation


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Contextual [Web] Innovation
En lille film fra Svendborg Architects der pÄ bedste Web 2.0 vis fÄr fortalt hvordan de arbejder. For bare 10 Är siden var der ingen arkitekter der (officielt) reklamerede for sig selv. Men det er tydeligt at hvis man har noget at sige, og man gÞr det tilgÊngeligt pÄ nye mÄder end bare endnu en profiltekst, sÄ finder medierne selv frem til det. Og her det smart hvis det kÞres parrallelt med selve websitet. Hvis denne film ikke lÄ pÄ Youtube, sÄ ville jeg aldrig ha kunne sÊtte den her pÄ bloggen.

kommunikationsstrategi ?
Nu er min erfaring jo mindre inden for kommunikationsstrategi, men det er som at jo stĂžrre arkitektfirmaerne er, jo mere lukker de sig inde og kontrollerer. F.eks. kan man ikke umiddelbart linke til et specifikt projekt pĂ„ 3XN eller HLAÂŽs Flash websites – men hvis du spĂžrger den kommunikationsansvarlige sĂ„ kan du godt fĂ„ et link. Anderledens er det dog f.eks. med Arkitektfirmaet CF. MĂžller og Cebra Arkitekter. De svĂžmmer frit rundt sammen med os andre og alle kan linke til hinanden – Cebras website er ovenikĂžbet opsat i en Blog struktur.

Kilde: Google.dk :-)

Pix080htt

Phillips 21:9 Carousel Reklame


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Pix080htt

Tech producenterne har det med at lave nogle reklame stunts der hurtigt spreder rygtet om de nye produktlinier. For et par Ă„r siden var det Sony Bravia reklamen der var toppen af poppen, og her i forĂ„ret overtager Phillips med deres 21:9 super widescreen fjernsyns reklame. Bravia og Carousel reklamerne har det tilfĂŠldes, at de er primĂŠrt manuelt opsatte og ikke digitale 3D animationer – en forskel der gĂžr lligevel gĂžr en forskel.

21:9 formatet burde i sig selv vÊre nyhed nok da godt og vel halvdelen af alle film du kan kÞbe pÄ DVD allerede er i 21:9 format (!). Og i den forbindelse er 16:9 standarden jo nÊrmest lidt amatÞragtigt da man altid vil have en sort felt oven- og nedenfor billedet (se demo film).

[youtube=http://www.youtube.com/watch?v=ryNkopWOHTM&w=500&h=250]

THE MAKING OF:

[youtube=http://www.youtube.com/watch?v=teoSDTJDjF4&w=500&h=250]

Mere info pÄ www.cinema.philips.com