Is this a true or false statement?

“It is through media, of course, that we primarily consume architecture.”

Witold Rybczynski recently spoke about this on his blog. Initially he thought it was a preposterous statement. But then he begrudgingly accepts that it is actually the case today. This in turn leads to an interesting distinction between what it means to experience architecture versus consume architecture.

The former takes more time. You have to do laborious things like actually be in the space, walk around it, and generally just experience what it’s like to be there. Consuming, on the other hand, is much easier. Maybe it’s as simple as an image in your social feed that you forward to a friend so that they can in turn respond with a single fire emoji. Cool. Consumption done.

Naturally this distinction translates into different ways of thinking about architecture. In the words of Witold, when you’re a consumer of architecture, you want to be “amused, titillated, and entertained.” You don’t have time for subtleties — things like tactile materials, historical references, light, and shadow. This is about consuming architecture.

Now, I’m not sure if Witold has given any thought to what web3 and a mixed-reality future will mean for architecture, but it’s an obvious and interesting question. Intuitively, one would think that the more time we spend with digitally mediated experiences, the less time we will have to experience architecture the way nature intended it. Though maybe that’s not the way to think about this.

I tend to be a bit more rosy about the current state of affairs and the future than Witold, but here are two points. One, consumption allows more people to interact with a piece of architecture. In fact, before writing this post I consumed Studio Gang’s recently completed project in Hawaii. It was nice, and maybe one day I will also experience it. That, I agree, would be even nicer.

Two, architecture is always a product of the zeitgeist at the time. Part of its job is to reflect culture and, for better or for worse, speak to who we are as a society. And so if architecture has become effective at reflecting our current milieu, isn’t it doing exactly what it is supposed to be doing?