Whether it is Kim Kardashian or Taylor Swift we revere A-Listers. Not only do they contribute to popular culture (and memes), but also boost the economy via their numerous business ventures and charities. Be it the realm of art, architecture, or design, there are always influencers or celebrities who are held in the highest regard. If we were to talk specifically about architecture, the likes of Frank Gehry, Raj Rewal, Louis Kahn, and Brinda Somaya would take the mantle of star architects or starchitects.
What is Starchitecture
Starchitecture is a portmanteau made of ‘star’ and ‘architecture.’ Hence starchitecture refers to the architectural marvels designed and created by celebrity architects. But what qualifies an architect to attain celebrity status? It is their innovative, avant-garde, and easily recognisable styles. Starchitects push the boundaries of conventional styles to produce iconic structures of aesthetic value, becoming landmarks in their own right. These structures seldom assist in boosting the country’s economy, as is the case with Frank Gehry’s Guggenheim Museum in Bilbao.
The Origins of Starchitecture
In the late 20th century, artists and architects were vehemently resisting the notion of modernism. Modernism advocated for reason and idealism. A radical fringe called postmodernism, although emerged in the 1950s, became an official discourse in the 1970s with the publication of Jean-François Lyotard’s ‘The Postmodern Condition.’ Postmodernism critiques ‘objective truth’ put forth by its precursor. With technological advancement, globalization, and the proliferation of media, architecture became not only utilitarian, but also a tapestry of aesthetics, history, symbolism, and an artist’s expression.
The Rise of Architect Celebrities
The advancements in technology such as Computer Aided Design (CAD) assisted architects in experimenting with design and building materials to create nuanced forms and spaces. They could now realize complex designs, which would’ve been impossible in the earlier epochs. Globalization paved the way for a cultural cauldron. Architects could now amalgamate several styles to create new structures and buildings, which derived their aesthetic value from their unconventional design.
The rise of digital media ensured the spread of their innovations. Hence, several architects became household names earning the title of celebrities. They gained international recognition becoming starchitects in the process. But it didn’t stop there. Due to rapid urbanization, architects now had even more opportunities to work and create anomalous structures, fulfilling their architectural ambitions. The city councils to uplift their city’s image and global prestige hired them to create starchitecture, resonating with the city’s identity and values.
The Effects of Starchitecture: A Case Study of Guggenheim Museum
Starchitecture gravely affected numerous domains. It wasn’t necessarily limited to the city’s image but had a profound impact on city planning, tourism, job creation, and real estate development. The presence of even one starchitecture building reflects the city’s aspiration to the global audiences. It boosts the economy by aiding local businesses, service, and hospitality sectors. Since the famed starchitecture brings in a humongous revenue, it has a direct effect on real estate development. The properties around the marvel are heavily marketed (at high prices) leading to a boom in construction, furthering employment opportunities.
Once an architect has achieved global fame, chances of their next project achieving success are imminent. In this way, starchitecture may be considered as a strategy to develop previously neglected or drawing cities. The imminent success of a starchitecture wonder is assured to pull in tourists, which leads to improvement campaigns of the shoddy infrastructure and facilities. These factors have a positive effect on the city’s quality of life and livability.
Before Gehry’s Guggenheim Museum was even in the pipeline, the city of Basque was in economic turmoil. Juan Mari Aburto, the mayor of Basque acknowledged the absence of proper sewage channels and the industrial pollution brought on by the steel factories and shipyards erected at the banks of Nervion. The 1983 floods harmed the already struggling economy. It was then that a deal was struck between the Guggenheim Foundation, which was looking to expand to Europe and the Basque government to incorporate ‘culture’ as a transformative element. The museum led to a re-urbanisation process. Since its inauguration in 1997, the museum has seen a footfall of 25 million visitors, bringing in 6.5 billion euros to the country. By 2011, it had decreased the hazardous waste consumption by 40%. It is also an active contributor to the city’s economy, accounting for 6.5% of the city’s GDP in 2022.
In the early 1990s, the unemployment rate of Basque country stood at a whopping 21%. After the establishment of the starchitecture building — Guggenheim Museum, the employment rate (in 2023) has lessened to 8.32%. By 2011, the museum was successful in creating and maintaining 5,885 jobs (which experienced a steady incline) primarily in the hospitality and retail sectors (cafes, bars, hotels, etc.) In a 2023 report, tourism contributed to 10.3% of the national GDP. The real estate housing prices increased by 3.8%. Transportation, accommodation, and leisure accounted for 24.8% of the total GDP.
Criticism of Celebrity Architects’ Design
Starchitecture often restricts celebrity architects to a singular design idea. It becomes their magnum opus, where the global audiences expect them to reinvent the design time and again. Starchitecture has been criticized over its alleged elitism. Since the architect celebrities are expected to design an avant-garde structure, the question of affordability comes into question. Due to their unconventional design, their construction and maintenance costs become exclusive, which can only be fulfilled by the elite class. Guggenheim employs titanium panels, which aren’t only harmful to the environment but also have higher maintenance costs.
While some celebrity architects in India such as Brinda Somaya embrace history and society while conceiving their starchitecture projects, most of the prominent buildings are disconnected from the local contexts, serving only the global tastes and population. Even the Guggenheim Museum, which is a testament to deconstructivist architecture does not blend the local Basque architecture. Hence, the question of cultural imperialism comes into question. Since a starchitecture building directly affects the real estate and development of the region, gentrification is rampant. Even in the areas surrounding the Guggenheim Museum, the immediate vicinity boasts high commercial rent and property prices. The gentrification displaces the locals, as they may not always be able to keep up with the rising housing prices.
References:
- Johnson, Cornell SC, and Janice Endresen. “Nationalism and Independence: Could the Basque Survive Economically without Madrid?” Cornell SC Johnson, 6 July 2023, business.cornell.edu/hub/2023/07/06/nationalism-independence-could-basque-survive-economically-without-madrid/.
- “Basque Country.” CaixaBank Research, www.caixabankresearch.com/en/publications/autonomous-community-profiles/basque-country.
- Study of the Economic Impact of the Activities of the Guggenheim Museum Bilbao -Estimation for 2011. 2011.
- Joseph, Melva. “The Bilbao Effect- Impact of Frank Gehry’s Guggenheim – Rethinking the Future.” RTF | Rethinking the Future, 19 May 2020, www.re-thinkingthefuture.com/rtf-fresh-perspectives/a862-the-bilbao-effect-impact-of-frank-gehrys-guggenheim/#:~:text=Since%20the%20museum%20was%20opened. Accessed 29 Jan. 2024.
- Jones, Sam. “Guggenheim Effect: How the Museum Helped Transform Bilbao.” The Guardian, 31 Oct. 2022, www.theguardian.com/world/2022/oct/31/guggenheim-effect-how-the-museum-helped-transform-bilbao.
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I love writing about pop culture and all things queer.
Sub Editor at Abir Pothi
