Whether a company, institution, or even an individual, it is imperative to establish a brand—a distinct identity, a unique look and feel that distinguishes from others. But whereas branding can help to establish a foothold in the marketplace, does it limit evolution of self?
The architect’s responsibility to society goes far beyond the state legislature of “protecting the health, safety, and welfare of the public.” Certainly, a design must ensure that a movie theater has the right number of emergency exits, for example. But social responsibility extends far beyond compliance with building codes. Just to name a few topics of accountability: carbon footprint reduction, community engagement, equity and equality, industry diversity, ethical labor practices, philanthropy, resilience, and affordability of housing.
Architects like to put their stamp on as much as possible, from the design of a chair to the whole house, from a theater to a museum. How about entire neighborhoods? When designing a community of homes, there are risks and rewards. Sure, the ego is stroked to see design ideas implemented across an urban fabric. But there are also pitfalls. Beware.
I pat myself on the back. Not just because I was recently accepted into the prestigious College of Fellows of the American Institute of Architects (known as FAIA), but because a few weeks ago, I published my 150th essay on this platform.
Setting goals can be a double-edged sword, both the evidence of ambition and a spectrum that includes disappointment. Having incentives and targets provide a road map and a destination. But a list of objectives, if not achieved, can also be a measure of where one has failed.
Architects design homes, schools, skyscrapers, entire cities. Who has given architects this role and influence in society, and what have we done with it? From the Pyramid at the Louvre to the Eiffel Tower, from the Guggenheim to the Burg Khalifa in Dubai—architect’s egos are stamped all over cities, all over the world. Danish architect, Bjarke Ingels, even has drawings to literally redesign Earth.
JEFF HABER: Who’s out there that is inspiring you with what they’re doing? Is there anybody that catches your eye?
ANTHONY POON: There are a lot of influential people. I mean, Frank Gehry—I don’t know who doesn’t admire his work as an architect, artist, sculptor. Peter Zumthor, who is the architect of the new LACMA, the county museum under construction—he’s a Swiss architect, and everything he does is so poetic, so simple and elemental. One of my professors from Harvard is Rem Koolhaas, a Dutch architect who does amazing things.
