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2018 – 1st European Conference on Architecture & the Media

This first edition of Architecture & the Media is focused on architecture perceived as culture and dissemination of both core values and most cutting-edge topics through the media, either general-interest press and specialized press, printed and online.

Curators: Miriam Giordano, communication consultant and director of Labóh – Fundacio Mies van der Rohe communication agency – and Ewa P. Porębska, architect and editor in chief of Arkitektura-Murator.

Why is it such a challenge for architecture to gain visibility in the cultural section of a newspaper? What presence does it have in other sections as politics and economy?

How significant is the role of the media in making architecture understood and appreciated by broader audiences?

What makes a case of success in the collaboration between institutions and the media in the diffusion of architecture?

The inspiring venue of the event is the Mies van der Rohe Pavilion, a world icon of modern architecture, a jewel of the cultural and architectural heritage of Barcelona.


May 14th Opening Debate 19:00 – 20:30 h
Welcome 19:00
Opening debate 19:10 – 20:30

A debate on the dissemination of architecture taking as an example the Philharmonic of Szczecin by Barozzi Veiga and De Flat Kleiburg by NL Architects XVW architectuur, winners of the EU Prize for Contemporary Architecture – Mies van der Rohe Award in 2015 and 2017.
With the participation of Fabrizio Barozzi, Alberto Veiga (Barozzi/Veiga), Xander Vermeulen (XVW architectuur), Rafael Gómez-Moriana (Frame), Llàtzer Moix  (La Vanguardia), Anatxu Zabalbeascoa  (El País) and Ewa P. Porębska (Architektura Murator).

May 15th Talks and roundtables 9:30 – 13:45 h

Newspaper panel 9:30 – 10:30
– Edwin Heathcote, Financial Times
– Paola Pierotti, Il Sole 24Ore
– Fredy Massad, ABC
– Esther Vera, Ara

Magazines panel 10:45 – 11:45
– Sandra Hofmeister, Detail
– Manon Mollard, Architectural Review
– Frano Petar Zovko, Oris
– Ethel Baraona and César Reyes, dpr – barcelona

Digital panel 12:00 – 13:00
– Marcus Fairs, Dezeen
– Jenny Keller, World-Architects
– Massimiliano Tonelli, Artribune
– José Juan Barba,  Metalocus

Wrap-up reflections summary 13:15 – 13:45
With the curators Miriam Giordano (Labóh) and Ewa P. Porębska (Architektura Murator).

May 15th Workshop 15:30 – 19:00 h
“Who reads my content? Where is my audience?”
Nowadays it is a challenge to offer, not only interesting and attractive contents, but also easy to find and share. The public expects personalised information in a form and on the appropriate device. A workshop that mixes the methodologies of design thinking and social media marketing to know the readers of your articles, their needs and their favourite channels.

Organized by: Inge Keizer (Edenspiekermann) and Miriam Giordano (Labóh)

May 15th Closing Lecture 20:00 – 21:00 h
Big Data analysis on architecture in the media by Story Data (Eli Vivas, Silvia Galilea, Laia Brufau and Carina Bellver).

Story Data will announce the result of a massive analysis of architecture news published during the last 4 years in the Spanish and Catalan media gathered in the newspaper archives of the COAC and CSCAE. Scrapping, analysis and visualization of Big Data will allow us to discover the main trends, whom are the most renowned architects, which media books more space and which topics do the media choose when they talk about architecture. In addition to this massive analysis, Story Data will share the results of a survey made to journalists specialized in architecture and readers interested in this topic.