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Gestión Intelectual Prácticas Comunicativas Departamento de Proyectos Arquitectónicos Escuela Técnica Superior de Arquitectura de Madrid Gestión Intelectual de las Prácticas Comunicativas en Arquitectura SMLXL el Gran Evento The Intellectual Management of Communication Practices in Architecture SMLXL: the Big Event Autor: Verónica Meléndez Valoria, Arquitecta Director: Federico Soriano Peláez, Doctor Arquitecto 2015 D.12 Tribunal nombrado por el Mgfco. Y Excmo. Sr. Rector de la Universidad Politécnica de Madrid, el día Presidente D. Vocal D. Vocal D. Vocal D. Secretario D. Realizado el acto de defensa y lectura de Tesis el día en la Escuela Técnica Superior de Arquitectura de Madrid Calificación: EL PRESIDENTE LOS VOCALES EL SECRETARIO i índice 8 - / INTRODUCCIÓN 22 0 / CONTEXTO GENERAL Y UN CASO SINGULAR 44 1 / GESTIÓN DE LA INFORMACIÓN EN CIRCULACIÓN. Una vía estratégica de acción para la arquitectura 48 1.A / Comunicación e identidad. De la identidad para otros a la identidad propia 1.A.1. La arquitectura en el centro de generación de identidades para otros: ¿colaboración, servicio o infiltración? 1.A.2. Vehículos para la comunicación 1.A.3. El riesgo de la banalización 1.A.4. Los efectos de estar expuesto 102 1.B / Gestión: un aprendizaje estratégico. Posiciones activas en torno a la información en circulación 1.B.1. Transformaciones sobre lo intangible 1.B.2. Evolución hacia nuevos modelos estratégicos 1.B.3. Gestión (management): principios estructurales de organización 160 1.C / Conclusiones: principios de gestión de la información en circulación 170 2 / LAS IDEAS O LA IDENTIDAD. La acción de exponer(se) 174 2.A / Fórmulas expositivas y editoriales en la arquitectura de final del siglo XX. 2.A.1. Atlas de operaciones: intercambio y exportación de arquitectura 2.A.2. Circulación e intercambio: exponer y publicar 254 2.B / Hacia una comunicación instrumental 2.B.1. Relaciones de reciprocidad 2.B.2. Tres casos tipo de comunicación instrumental 2.B.3. Posibilidades crecientes de control mediático 312 2.C / Conclusiones: Unsolicited media a través de entornos intensamente conectados 326 3 / S,M,L,XL COMO EVENTO DESENCADENANTE. Una década de transformaciones 330 3.A / Seguimiento de un proceso y decisiones metodológicas 3.A.1. Planteamiento de un gran evento 3.A.2. Secuencia por etapas 346 3.B / S,M,L,XL: la construcción de un gran evento 3.B.1. Anteriormente al pre-evento / 1987 - 1989 3.B.2. Pre-evento / 1989 - 1991 3.B.3. El Evento / 1992 - 1994 - 1995 3.B.4. Post-evento / 1996 3.B.5. Efectos visibles del Evento completo / 1997 en adelante 520 3.C / Conclusiones: comunicación instrumental para OMA. Un proyecto editorial y una nueva identidad 544 4 / CONCLUSIONES / CONCLUSIONS 4A. Revisiones en el análisis y asimilación de periódicos “históricos”. S,M,L,XL en el centro de una operación integral 4B. Práctica arquitectónica - Prácticas comunicativas: una relación bidireccional 4C. Gestión Intelectual de asuntos intangibles: las formas de la identidad del futuro [english] 588 5 / BIBLIOGRAFÍA ii índice desglosado 8 - / Introducción i. Agradecimientos ii. Resumen / Abstract iii. Objeto y metodología iv. Organización 22 0 / CONTEXTO GENERAL Y UN CASO SINGULAR 1. Contexto económico, político y cultural 2. Acerca de la Exposición 3. Historia de una oficina: OMA/AMO/REM 44 1 / GESTIÓN DE LA INFORMACIÓN EN CIRCULACIÓN Una vía estratégica de acción para la arquitectura 48 1.A / Comunicación e identidad. De la identidad para otros a la identidad propia 1.A.1. La arquitectura en el centro de generación de identidades para otros: ¿colaboración, servicio o infiltración? 1.A.1.1. Diseño - Producción - Comunicación 1.A.1.2. La posición de la arquitectura en la definición de identidades 1.A.2. Vehículos para la comunicación 1.A.2.1. Herramientas reversibles entre arquitectura y medios: uso de los medios / uso de la arquitectura 1.A.2.2. La colisión entre consumo y cultura al final del siglo XX: algunos encuentros entre publicidad, arte y arquitectura 1.A.3. El riesgo de la banalización 1.A.3.1. Nuevas dinámicas 1.A.3.2. El individuo 1.A.4. Los efectos de estar expuesto 1.A.4.1. Las formas de la Identidad 1.A.4.2. Particularidades de las ficciones familiares 102 1.B / Gestión: un aprendizaje estratégico. Posiciones activas en torno a la información en circulación 1.B.1. Transformaciones sobre lo intangible 1.B.1.1. El valor de lo intangible en la economía de final de siglo 1.B.1.2. Lo intangible y la arquitectura 1.B.2. Evolución hacia nuevos modelos estratégicos 1.B.2.1. La dispersión mediática del argumento proyectivo 1.B.2.2. Argumentos proyectivos 1.B.2.3. Del conflicto a la oportunidad 1.B.3. Gestión (management): principios estructurales de organización 1.B.3.1. Gestión / Management 1.B.3.2. Analogías de organización e interacción 160 1.C / Conclusiones: principios de gestión de la información en circulación 1. Total communication package y el efecto circular 2. Efectos de la visibilidad. La lógica de la autoedición 170 2 / LAS IDEAS O LA IDENTIDAD La acción de exponer(se) 174 2.A / Fórmulas expositivas y editoriales en la arquitectura de final del siglo XX. 2.A.1. Atlas de operaciones: intercambio y exportación de arquitectura 2.A.1.1. Operaciones Lucrativas 2.A.1.2. Operaciones Experimentales 2.A.1.3. Operaciones Mediáticas 2.A.2. Circulación e intercambio: exponer y publicar 2.A.2.1. Tres operaciones y un capital total: encuentros y diferencias 2.A.2.2. Exhibir y Publicar. Tácticas (co)operativas 254 2.B / Hacia una comunicación instrumental 2.B.1. Relaciones de reciprocidad 2.B.1.1. El mecenazgo contemporáneo de la doble identidad 2.B.1.2. Networks. El talento de las conexiones 2.B.1.3. Mediación e infiltración 2.B.2. Tres casos tipo de comunicación instrumental 2.B.2.1. Gaining Attention. Desarrollo de una interface en torno a IBM 2.B.2.2. Bernard Tschumi. Eventos y (mini)series 2.B.2.3. OMA en los 1990s. Las escalas de la mediación 2.B.3. Posibilidades crecientes de control mediático 2.B.3.1. Intervención y efecto outside-the-box 2.B.3.2. Edición para una representación monográfica 2.B.3.3. Toma de control sobre operaciones integrales 312 2.C / Conclusiones: Unsolicited media a través de entornos intensamente conectados 1. Atlas comentado desde una perspectiva relacional 2. Unsolicited media: una oportunidad 326 3 / S,M,L,XL COMO EVENTO DESENCADENANTE Una década de transformaciones 330 3.A / Seguimiento de un proceso y decisiones metodológicas 3.A.1. Planteamiento de un gran evento 3.A.1.1. Objeto y método 3.A.1.2. El evento 3.A.2. Secuencia por etapas 3.A.2.1. Síntesis de una década 346 3.B / S,M,L,XL: la construcción de un gran evento 3.B.1. Anteriormente al pre-evento / 1987 - 1989 3.B.1.1. DeCon Job en construcción 3.B.1.2. OMA se expone en Europa 3.B.1.3. Dos proyectos para un libro 3.B.2. Pre-evento / 1989 - 1991 3.B.2.1. Nuevos proyectos - nuevo ciclo de exposiciones 3.B.2.2. Daring to build Euralille 3.B.2.3. Euralille: un proyecto, una sala, una exposición y un libro 3.B.2.4. Extensiones mediáticas I. Territorio de ensayo 3.B.2.5. Efectos sobre S,M,L,XL 3.B.3. El Evento / 1992 - 1994 - 1995 3.B.3.1. Herramientas para un proceso de reestructuración 3.B.3.2. Un ciclo en el MoMA: Thresholds in Contemporary Architecture 3.B.3.3. S,M,L,XL: un proyecto en expansión 3.B.3.4. Un gran evento en construcción 3.B.3.5. Extensiones mediáticas II. Celebraciones múltiples 3.B.3.6. Extensiones sobre Lille 3.B.4. Post-evento / 1996 3.B.4.1. La etapa final del gran evento 3.B.4.2. OMA en EEUU 3.B.5. Efectos visibles del Evento completo / 1997 en adelante 3.B.5.1. El día después. Nuevas perspectivas para OMA 3.B.5.2. Crecimiento y consolidación de rutinas editoriales 520 3.C / Conclusiones: comunicación instrumental para OMA. Un proyecto editorial y una nueva identidad 1. S,M,L,XL no es un objeto 2. Ensayo + Distracción + Infiltración. Tácticas y sistemas de trabajo 3. Tácticas de autoría para la (re)definición de identidades 544 4 / 4b / CONCLUSIONES - CONCLUSIONS 4A. Revisiones en el análisis y asimilación de episodios históricos: S,M,L,XL en el centro de una operación integral 4B. Práctica arquitectónica - Práctica comunicativa: una relación bidireccional 4C. Gestión Intelectual de asuntos intangibles: las formas de la identidad del futuro 588 5 / BIBLIOGRAFÍA -.. INTRODUCCIÓN i Agradecimientos ii Resumen / Abstract iii Objetivos y metodología iv Organización i agradecimientos Esta tesis sería impensable sin el apoyo de muchos. Le debe un agradecimiento: A Federico Soriano, director de la tesis doctoral, por sus oportunos, inteligentes y hábiles comentarios, por permitirme desarrollar inquietudes libremente y por apoyar una tesis en el límite de los standards, en esta fisura del ámbito arquitectónico. A la Fundación La Caixa por haber hecho posible una amplia estancia de investigación en Nueva York, tanto como por mostrar su apoyo a lo largo de la misma y posteriormente. A la Graduate School of Architecture, Planning and Preservation de la Universidad de Columbia de Nueva York, por permitirme ser Visiting Scholar, acceder a sus fondos y recursos durante tanto tiempo, y madurar esta tesis en el lugar apropiado. Gracias a los profesores que me permitieron participar en sus seminarios. En especial, gracias a Mark Wasiuta, mi advisor principal, por su disposición, contactos, apoyo y aportaciones.
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