Stream 01

STREAM 01 opens our approach and raises questions. Can we still be explorers in a finite world? Is there still time to explore a world of constant acceleration? The contemporary world has been going through a period of historic change for the past two decades, in an era marked by the shift from industrial to knowledge capitalism, as well as a brutal awareness regarding the fragile balance of our environments. For all creators, the urgency requires to rethink their relationship to the production system in which they operate and work at breaking divides between disciplines. Contemporary art becomes a reactor, a catalyst, and a performer of the economy.

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The Commission’s Report on the Intangible Economy

The beginning of the twenty-first century was marked by a disruption comparable to the industrial revolution of the nineteenth century: the shift from industrial capitalism to knowledge capitalism. The Report on the Intangible Economy was drafted in 2006 by a commission of experts on behalf of the French government. It analyzes the changes that have been brought about during the past two decades by the technology revolution, globalization, and the financialization of the economy. Real wealth isn’t concrete anymore, but abstract. It is the ability to innovate, to create concepts, and to produce ideas that has become the crucial competitive advantage in developed economies. This intangible capital is difficult to control and to protect. The new economy is therefore synonymous with risk and uncertainty. It generates many paradoxes. Intellectual property thus occupies a central place in the intangible economy that is paradoxically threatened by the dematerialization of goods and the acceleration of the economy. According to the authors of the report, this new era could very well be rife with opportunities for a nation such as France, provided that its reflexes, scales, and models see radical change. Maurice Lévy is a businessman and publicist. He was president of the board of directors of Publicis Group from 1987 to 2017. Jean-Pierre Jouyet graduated from Sciences-Po and ENA. He is a high official, lawyer and politician.

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The Acceleration of the Economy

Michel Henochsberg

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The Acceleration of the Economy

The acceleration of our daily lives is fueled by novelty, innovation, and, in turn, the dematerialization of goods. In his book La Place du marché [The Place of the Market], the economist Michel Henochsberg investigates current upheavals from the perspective of economic history. He believes a return to the circulatory nature of the economy is playing out after a break of two centuries corresponding to the industrialization of the world during which the productive model prevailed. The circular flow model of the intangible economy, its financial and commercial aspects, its permanent quest for accelerated flows of assets and cash would thus be no more than a return to the roots, the reconciliation of the economy and its concept. Michel Henochsberg was an economist, PhD in Economics and Sociology.

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The new architecture of organizations

How does the transition from the industrial capitalism to the capitalism of knowledge affect the modes of organization? Resulting from industrialization, the pyramidal and rigid Fordist model collapsed in the late 1970s. Today, companies and management theories explore fluid and nonlinear modes of organization, as economic activity now relates to research and artistic creation process. Management consulting and avant-garde architecture share the same conceptual tools and lexicons, helping to re-establish the architectural discipline and rehabilitate it as an actor of social progress. Instead of trying to avoid commercial pressure and identifying it as inappropriate for architecture, Schumacher invites us to consider commercial success as an indicator of progress. Patrik Schumacher
 is an architect and a theorist. He is the director of Zaha Hadid Architects and teaches at Innsbruck University.

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Producing Architecture

Bertrand Julien-Laferrière

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Producing Architecture

What is the impact of current economic transformations (the financialization and the acceleration of the economy, the increasing value of intangible assets) on the way architecture is produced? In only ten years, a massive influx of private capital has transformed existing buildings into fast-moving liquid financial assets. On the contrary, the production process of new projects has slowed down considerably and become much more complex, all the while the resources of the government and local authorities are dwindling. As a result, a process of devolution and transfer of architectural production to the private sector is occurring, and it is probably irreversible. In France, cultural and architectural needs were seen as being legitimately addressed only by public contracts due to the country’s Jacobin tradition (i.e., a centralized State tradition). Private commissions must gradually emancipate from the tutelage of the public sector; to achieve this, private decision-makers must increase their knowledge of architecture and architects and understand that design is at the heart of the process of value creation. Bertrand Julien-Laferrière graduated from École Centrale, Paris, University of California, Berkeley, and Insead. He is Head of Real Estate at Ardian, a leading Alternative Asset Manager in Europe.

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Architectural Strategies and Globalizatio

The avant-gardes tended to disappear as their impact on architectural production increased. Becoming progressively more visible, the mutual forces of attraction that exist between economy (marketing), creation (contemporary art) and architecture give rise to a particular aesthetic, as much on the level of construction as on that of the positions adopted. Architects today explore little known territories, where the aesthetic emerges from an action strategy. Notions of the “world-society,” of “cognitive capitalism” call upon the idea of economic warfare. Faced with this state of affairs, the actors of architecture have the responsibility of imagining schemes with the purpose of retaining their singularity. Born in 1969, Christophe Le Gac is an architect, an art, architecture and cinema critic, and a curator. He teaches at the École Supérieure des Beaux-Arts TALM (Tours-Angers-Le Mans).

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TRACTATUS ECONOMICUS -ARTISTICUS. The art and manner of Julien Prévieux, adventurer in economics.

Artist and user: this could be the corporate title of Julien Prévieux whose work uses, solicits and questions the complexity of our contemporary world, and notably the economic systems and uses that comprise it. Because he is not satisfied with simply creating artworks and ex nihilo objects but more because he reactivates and incorporates pre-existing and codified elements, he adopts the figure of the user and stages his use of the real. Here, he has intervened as a commentator on this essay, a panorama of a practice of over ten years, having numerous economic ideas as its center. Clément Dirié is an art historian and art critic, curator and editor specialized in contemporary art.

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Reporting from Antarctica

Xavier Veilhan

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Reporting from Antarctica

In February 2015, seven artists including Pierre Huyghe and Xavier Veilhan embarked on an expedition to reach an island in Antarctica that had not yet been mapped. These unpublished photographs by Xavier Veilhan, collected here as a logbook, recount this hybrid journey between tourism and exploration. Among penguins and sea lions, dressed in their neon drysuits, they each filmed and photographed the lunar landscapes of a forever fantasized ice continent. Introduction by Clément Dirié, an art historian and art critic, curator and editor specialized in contemporary art. Xavier Veilhan is a French artist whose work evolves around sculpture, installation, painting, photography, film and performance.

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Cities : Idle speculations on their future

Being an American of Swedish origin, continuously going back and forth between Houston, Los Angeles and Stockholm, allows us to distance ourselves from the urban fact – literally and figuratively – and to speak with discernment. Three categories of cities seem to converge on this increasingly widespread idea of a generic and globalized city. It is interesting to understand how they are generated. Is it the economic system, the administrative power, the populations, the general lack of interest in living together, or all of that, which guides the making of our cities? Lars Lerup is an architecture professor at the Rice School of Architecture in Houston.

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The Architect as a Merchant of Signs

Architecture conveys multiple meanings. An artistic discipline that was initially an expression of culture, it now seems to be increasingly at the service of economic forces. Yet, architectural products are transformed into mere embodiments of their client’s brand image when they are cleverly diverted and made to carry a promotional message. In this game, the big names of architecture emerge as winners, but does this strategy advance architecture itself or does it make it nothing more than an element of prestige subservient to economic performance? Sebastian Redecke is a German architect, editor for the architecture review Bauwelt.

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The Media Building

Aurélien Gillier

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The Media Building

Through the example of Spots Berlin, where a real estate group attempts to promote an uninhabited office building—by means of an architectural installation—the communicative vocation of architecture is called into question. A building whose media facade becomes a symbol, a global shop window, displaying interventions by artists, but also its own image, moving beyond the frontiers of a city. Does it have the vocation to communicate, or to become one media among many? Between architectural and artistic alibi, the building distills within its function as media, a subjugated, yet sometimes quite vocal idea. Aurélien Gillier is a journalist, graphic designer and exhibitions curator.

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The Architecture Project as a Strategy

Didier Fiuza Faustino discusses the strategies that have guided his production since he created his architecture firm. His incursions in the art world and his relationship with the market economy account for his position, which developed in response to the programs proposed by his clients, as well as their biases and misconceptions. Always fully engaged in every one of his projects and reluctant to compromise, Didier Fiuza Faustino has limited his architectural output and eventually entered the artistic field, finding it less subject to the constraint of commissions. But this demanding experimental work, full of promise, begins to find followers among potential customers who are willing to embark on the adventure. (interview with Christophe Le Gac and Aurélien Gillier) Didier Fiuza Faustino is a French architect and artist working at the crossroad of art and architecture.

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Luxury and Chapels in Tokyo

The construction of remarkable architectural objects for international big luxury brands has accelerated the past few years in the Land of the Rising Sun. The emergence of purely commercial and non-religious wedding chapels has become a Japanese idiosyncrasy. These two trends reflect two different approaches of global contemporary architecture. The quality of experimental research in luxury flagship stores contrasts with the dreadful pastiche of the Gothic style of the weddings chapels for various reasons that will be explored here. Born in 1967, Taro Igarashi holds a PhD in engineering. He is an historian and architecture critic. He teaches at the University of Tohoku in Sendai, Japan.

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A new relationship with procurement

Engineer and architect, Jacques Ferrier has created many public infrastructures, cultural buildings, offices, university buildings, often by way of public and private procurement. For the past few years, he has focused on conducting his practice in parallel with his research activities, as can be seen in his “Concept Office” and “Hypergreen” projects. In a world where sustainable development has become one of today’s major challenges for our societies, architecture must adapt to these changes. Jacques Ferrier is a French architect and urban planner.  Philippe Chiambaretta graduated from the École des Ponts et Chaussées of Paris and MIT in Boston. He is the founder and director of PCA-STREAM.

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Nike Town: a Corporate Situationism

Friedrich von Borries

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Nike Town: a Corporate Situationism

Since the late 1990s, the world’s leading brands have used sophisticated communication techniques to give their image a set of values, an attitude, a way of life. Nike is one of the international brands using the branding techniques theorized by Naomi Klein in 2000 in the book No Logo: Taking Aim at the Brand Bullies (ed. Knopf Canada, Picador, 2000). Nike approaches these techniques by mimicking counter-culture and discreetly taking possession of the urban space. In the era of intangible capitalism, are Western cities not the commercial achievement of the Situationist conception of urban space which condemned the disenchanted urbanism of the modern functional city and intended to “affirm the city as a laboratory of a playful revolution in everyday life “? Friedrich von Borries is an architect, curator and professor of design theory.

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The creation of value through architecture

Within the context of the shift from public architectural procurement towards private procurement, the real estate branch of the financial group ING has stood out on a number of occasions by powerfully driving and creating unique architectural operations, while avoiding sidelining their qualities as real estate promoters. Frédérique Monjanel gives us some insight into her career, from her time working in the agency of Jean Nouvel to her current activities as Senior Developer for ING Real Estate. ING could be a testament to the trust that architects should grant their partners in the private sector, resulting in common strategies between clients and architects in the service of cities and their inhabitants. (interview with Aurélien Gillier  and Christophe Le Gac) Frédérique Monjanel is the head of real estate development for VINCI Construction France since 2011.

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For a Radicant Art

Nicolas Bourriaud

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For a Radicant Art

“We are told that we have entered the era of cultural globalization. We live in the era of multiculturalism, in an age of hybridizations, of cross-fertilization between traditions and modus operandi, of global networks. ” Nicolas Bourriaud  is an art historian, art critic, theorist and exhibition curator. Since 2016, he is the director of the future Montpellier Contemporain (MoCo).

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Vertical Horizons: The Expeditions of Laurent Tixador and Abraham Poincheval

“At a rate of a meter a day, we will remain sealed in for twenty days, and despite everything, this will indeed be a journey. I have always argued that the quality of a journey is primarily linked to the means of transport that it employs and not necessarily to its destination,” Laurent Tixador quips to Nicolas Bourriaud during an interview on their practice as artists-explorers. Laurent Tixador is a performance artist and modern day explorer. Explorations represent a form of studio in his work and he has thereby conducted a great many exploration performances. Nicolas Bourriaud is an art historian, art critic, theorist and exhibition curator. Since 2016, he is the director of the future Montpellier Contemporain (MoCo).

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Journey-forms

Nicolas Bourriaud

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Journey-forms

Inscribing their actions in a civilization of generalized mobility, several contemporary artists have made time and space the primary media of their creative modus operandi. The journeys and expeditions they imagine question as much the cultural as scientific dimension of this kind of enterprise. Nicolas Bourriaud unfolds his concept of “journey-forms” so as to better understand these exploratory approaches of the territory at the crossroads of personal experience and collective projection. Nicolas Bourriaud is an art historian, art critic, theorist and exhibition curator. Since 2016, he is the director of the future Montpellier Contemporain (MoCo).

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stream voices

Eager to share more generously the results of its collaborations and research, PCA-STREAM publishes STREAM VOICES, its online magazine!

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