“Instaarchitecture” is a physical instagram post, placed inside and architecture exhibition featuring the work of one hundered annonymous emerging architects. A large advertisment writting the names of the three creators, Devin Ghakarian, Curime Batliner and Mo Benasi. Extruded letters arranged and shaped like city blocks, a field of light tagging the name of others practicioners, simulate just enough architecture and collaboration, to pass the “no names in the show filter ” established by the platform, the curators that make the rules, filter the content always omnipresent with their own name, their own brand.
The advent of social media and platform neoliberalism, has turned data into the gold of today and has impacted every creative industry, accelerating the availablitiy and stream of images. With the promise to connect an audience of millions in real time, and the aspirational playbook of sucess of early adopters, robot accounts and celebreties, creatives are turning into scavengars for likes, comments and friends. In light of this new economy of attention and shortened attention span, imagemaking has turned into a purpose in itself, free of meaning, full of aspiration, full of trickery emulationg and displacing real content, with the illusion of it, looking for the next “it“, the next instafamous.
Architecture always involved the art of image making, a means to an end, an instruction, a provocation, a speculation, in a field that studies and learns from what has been, with the ambition of thinking, innovating and shaping tomorrow, making it happen in the everyday. Today we are just one click away from viral celebraty status, but further and further from innovation and actual implemention of solutions. How are these tendencies and changes in culture impacting the field, the profession, society and ultimately the environment we live in.
“we live in a world where there is more and more information, and less and less meaning”, Jean Baudrillard