Abstract

GOMEZ GRANDA, Pablo Andrés  and  MARROQUIN CIENDUA, Fernando. Visibilización y ocultamiento de la imagen de la arquitectura contemporánea. Introducción a la crítica de la relación branding y arquitectura. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2021, n.93, pp.53-67.  Epub Aug 20, 2021. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi93.3850.

This article explores different modes of the image of contemporary architecture, in its physical concretions at space when they are modeled at 3D and at the computer simulation-assisted design −, through which architecture is designed and communicated. In these modes, the image makes visible as it hides, in fact, sometimes it hides in terms of appearance, updating in this way a long tradition of art and classic image which also contains important business strategies with links, publicity and own branding marketing. In consequence, and critically, as well as exploring the processes of visibility and hiddenness, the article concludes studying the incidence of these at the experience of the user and consumer of these images.

Keywords : Architecture; contemporary; image; simulation; assisted design.

        · abstract in Spanish | Portuguese     · text in Spanish     · Spanish ( pdf )