AA_01

Architecture is an outdated word.  A building is not architecture simply because an architect designs it, but rather because it comes to be validated by somebody with credentials.  It is at once straight-jacketed by a hyper-academic oppressive tonnage of historical theory, and thrown around carelessly as a part of a branding scheme.  It has connotations of elitism that distance it from almost everyone in society, but also is used as a buzzword to sell mediocre condos.  Projective practice intentionally goes beyond the traditional boundaries of the disciplines ivory tower, while actively engaging building systems.  Therefore making itself the not only the center of production, but the center of production’s production.  Projective practice is different than architecture because it self-consciously adapts itself to fit with and have influence within its context, rather than either distancing itself from or kowtowing to current systems.  Projective practice is not architecture because it requires a completely different shift in fundamental thinking and a complete reorganization of both the architect’s role and the content of what and how they produce.