My friends in New York tell me that if you want to sell a luxury residential building, you need a name brand architect. People care about architecture and it’s part of the buying process: “Oh, it’s a Herzog building.”

To that end, Toll Brothers City Living just released the following video for their 121 E 22nd project in New York. If you can’t see it below, click here. What’s notable, is that it is OMA’s first full building in New York. So the story is: star architect + first building in the city.

[youtube https://www.youtube.com/watch?v=dSQq8W8od9g?rel=0&w=560&h=315]

But there’s more. It’s almost unbelievable that, until now, OMA hadn’t designed and constructed a full building in New York. I reread this Dezeen article 5 times just to make sure I wasn’t missing something.

So much of Rem Koolhaas’ career (founding partner of OMA) is centered around New York City. In 1978, he published Delirious New York, where he both dissected and celebrated the city’s “culture of congestion.” Oysters at the downtown athletic club, anyone?

This book was so influential that I bet you’d be hard pressed to find an architect that doesn’t have it in their collection. I have his approximation of New York hanging on my wall. So this was clearly overdue. Kudos Toll Brothers City Living.

Note: OMA’s New York office is led by Shohei Shigematsu.

Earlier this year, architect Rem Koolhaas of OMA spoke with Mohsen Mostafavi (dean of the Harvard Graduate School of Design) to close out the 2016 AIA convention. 

I still remember my first architectural theory class where the professor told us all that Koolhaas was the most important living architect of our time. And today, if you think about all of the stars that have grown out from his firm – such as Bjarke Ingels and Joshua Prince-Ramus – it is certainly a defensible argument.

Koolhaas is generally very critical of globalization and the market economy when it comes to creating good architecture. His view is that “pure profit motives” are leading to cities that are basically not designed.

This is a fairly common belief within architectural circles, which is why many celebrated names would rather work on a museum over a residential condo project. The latter is too motivated by profit. It’s not architecturally interesting.

I, on the other hand, have always believed in working within the confines of the market to try and promote great architecture and city building. I’m not saying that the market is perfect, but profitability is a constraint that every industry deals with. Architecture is no exception.

That said, there are other things that I agree with Koolhaas on. Below are 3 verbatim highlights taken from a Fast Company article summarizing his talk with Mostafavi: 

Communication needs an overhaul.

“Architecture has a serious problem today in that people who are not alike don’t communicate. I’m actually more interested in communicating with people I disagree with than people I agree with.”

"To have a certain virtuosity of interpretation of every phenomenon is crucial. We’re working in a world where so many different cultures are operating at the same time, each with their own value system. If you want to be relevant, you need to be open to an enormous multiplicity of values, interpretations, and readings. The old-fashioned Western ‘this is’ ‘that is’ is no longer tenable. We need to be intellectual and rigorous, but at the same time relativist.”

Architecture’s greatest value in the future might not even be architecture.

“Architecture and the language of architecture—platform, blueprint, structure—became almost the preferred language for indicating a lot of phenomenon that we’re facing from Silicon Valley. They took over our metaphors, and it made me think that regardless of our speed, which is too slow for Silicon Valley, we can perhaps think of the modern world maybe not always in the form of buildings but in the form of knowledge or organization and structure and society that we can offer and provide.”

Preservation is a path forward.

"We’ve tried to discover domains and areas in architecture which are not a simple vulgar multiplication of uninspired global projects. Recently, we have looked at preservation. The beautiful thing about preservation is you begin with something that already exists and therefore is already local. By definition, a preservation project is an homage to earlier cultures and mentalities to which you can add a new dimension, a new function, a new beauty or appeal. Almost every impulse signals that globalization needs rethinking or adjustment.”

I love cities. We all love cities right now. 

Everyone, for good reason, seems to be fixated on both people returning to cities (like those narcissistic Millennials) and people urbanizing for the very first time. This latter scenario is happening rapidly across the developing world and in many cases – but not all cases – it is helping to lift people out of extreme poverty.

But by most measures, urban areas represent only about 2-3% of the world’s land area, despite housing over 50% of our population. So here’s an interesting thought for this morning: What is happening and what will happen with the remaining 97-98%?

In this recent talk by architect Rem Koolhaas, he attempts to dissect the future of living, loving, and working through the lens of architecture. However, he starts by saying that architecture is, in fact, too slow to properly capture the zeitgeist of any time period. It is, “an unbelievably slow art.” That said, Koolhaas has a remarkable ability to identify what is happening (see Delirious New York) and then call it out in a way that you probably haven’t thought about. 

In the above talk, he hones in on the impact of Silicon Valley – certainly the spirit of our time – on the rural landscape outside of our cities. Interestingly enough, he also talks about how the tech industry has begun to borrow terminology from architecture in order to describe itself.

Screenshot from the video:

Despite their ethereal appearance, technology giants still have large physical footprints for servers, production, logistics, and so on. But there’s no reason – or way – to accommodate them inside of our cities and so they cluster outside, in the 97-98% areas. These are places like the Tahoe-Reno Industrial Center, which is the home of Tesla’s new Gigafactory.

Because of sheer scale and because there’s no need for them to possess much in the way of humanistic qualities, these are spaces which are void of architecture, urbanism, and, in some cases, a light spectrum beyond what is absolutely necessary for the specific function of the building (discussed in the video).

Of course, the periphery has long serviced the core. But Koolhaas’ thinking has, as it often does, made me consider this phenomenon in a slightly different way. He paints a picture of a spiky world where we are all crammed into sensor and app-driven cities (the front-end), all of which are then powered by big mechanistic boxes that many of us may be naive to (the back-end). In some ways it feels like the Matrix. What we see and experience could just be the tip of the iceberg.

Architecture may be unbearably slow, but as a society we have always built what matters to us most at the time. At one point it was places of worship. But today, at least for part of our landscape, it is boxes not intended for us to really experience. Maybe that’s not really architecture. Maybe it is simply the back-end for our cities.