Shubow on AIA’s promo

Rendering of proposed renovation of AIA headquarters, in Washington, D.C. (

Rendering of proposed renovation of AIA headquarters, in Washington (

Justin Shubow’s latest piece at, “The American Institute of Architects’ Outreach Campaign Is Doomed to Failure,” alerts readers to the multiple levels of hypocrisy that drive the self-promotion of the architects lobby. Like his study of Frank Gehry’s proposal for a memorial to Dwight Eisenhower, undertaken in his role as head of the National Civic Art Society, Shubow marshals an impressive array of links to support the facts that nail his complaints to the door of the high church of modern architecture.

Shubow is architecture’s Martin Luther. Not a happy but a necessary role, necessary to the restoration of architecture to its right and proper place.

I’m sure you will enjoy Shubow’s meticulous thrashing of AIA’s “I Look Up” ad now running on TV. Before I realized what it was, I was waiting for the logo of a personal financial adviser to snake across the bottom of the screen. Will the “I Look Up” campaign “change public perception of architects and architecture,” as intended, according to the AIA website? As Shubow writes, “Architects are always in a precarious position. Unlike doctors and lawyers, their services are never required.” He adds:

In the past, architects overcame this challenge by demonstrating the superiority of their skills and knowledge. Their buildings were simply better.  Now, however, few people believe that. The reputation of architects is at its lowest point ever. They are perceived as being problem-causers, not problem-solvers. They are purveyors of the ugly and dysfunctional, of the emotionally detached and culturally disconnected.

As long as modern architects keep bricking up the wall between architecture and the public, the profession is more and more likely to meet the fate of Fortunato, trapped in the cell of his own self-infatuation in Poe’s story “The Cask of Amontillado.” The AIA’s self-infatuated ad campaign will not avert its eventual asphyxiation.

Shubow reports that the AIA has removed from its website the result of a previous failed effort to stroke itself. I refer to its own survey of Americans’ 150 favorite buildings, done in 2007 to honor the organization’s 150th anniversary. It showed that Americans don’t like modern architecture. It’s no wonder that the survey still makes the AIA uncomfortable today. I wrote a column about it back then, and as a service to readers I reprint it here.

Not long ago, in my pursuit of a job after my layoff from the Providence Journal, I sent newly installed AIA President Elizabeth Chu Richter an excruciatingly polite note. In light of its recent program of repositioning, I offered my services to help the AIA try to fathom the role and aspirations of tradition in architecture. As I clicked the send button, I felt my spine twist slightly. But I had to find a job. Of course, I got no reply at all.

Shubow understands why. The AIA is not trying to understand or even to change the public’s perception of architecture and architects. It is a cult that relies on obedience from its members, and as an organization it will show the back of its hand to anyone who has not drunk the Kool-Aid. But individual architects need, as we all do (or most of us), to feel good about their role in the world. The “I Look Up” ad tries to convince architects that they can look up to themselves. Don’t break your necks, please!

About David Brussat

This blog was begun in 2009 as a feature of the Providence Journal, where I was on the editorial board and wrote a weekly column of architecture criticism for three decades. Architecture Here and There fights the style wars for classical architecture and against modern architecture, no holds barred. History Press asked me to write and in August 2017 published my first book, "Lost Providence." I am now writing my second book. My freelance writing on architecture and other topics addresses issues of design and culture locally and globally. I am a member of the board of the New England chapter of the Institute of Classical Architecture & Art, which bestowed an Arthur Ross Award on me in 2002. I work from Providence, R.I., where I live with my wife Victoria, my son Billy and our cat Gato. If you would like to employ my writing and editing to improve your work, please email me at my consultancy,, or call 401.351.0457. Testimonial: "Your work is so wonderful - you now enter my mind and write what I would have written." - Nikos Salingaros, mathematician at the University of Texas, architectural theorist and author of many books.
This entry was posted in Architects, Architecture, Architecture Education, Architecture History and tagged , , , , , , . Bookmark the permalink.

3 Responses to Shubow on AIA’s promo

  1. westfall2 says:

    IN a letter from the chairman of The National Trust for Historic Preservation and in conversation with the former president of the AIA there is agreement that the public needs to be educated to like modernism. As you know, in architecture, education goes down from the top without accepting any ascent from the the unwashed below.



  2. David Andreozzi AIA says:

    The AIA is in the process of adding to their Board and their Strategic Council… can you think of a better candidate?


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.