www.antithesis.unimelb.edu.

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The following text was originally published in

Dj Vu: antiTHESIS Volume 17 (2007).
This digital version of the text is an
exact reproduction of the print version.

antiTHESIS is an annual journal of criticism and creative writing

edited by graduate students in the School of Culture and Communication
at the University of Melbourne, Australia.
For further information on the journal, please visit

www.antithesis.unimelb.edu.au

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antiTHESIS | VOL 17

Rem Koolhaas, Content

Kln: TASCHEN, 2004
$39.95, ISBN 978 3 82283 070 3

Grace McQuilten

I see Architecture as an endangered brand, and Im trying to reposition it.1

Produced and edited by the notorious architect and designer Rem Koohlaas, Content
(2004) presents a theoretical exploration of art, architecture and social politics in the
format of a bright, advertising-littered magazine. The contentious format of Content,
along with the ambivalent nature of its content, provides a troubling example of
social critique that plays the market. In his infamous publication of 1978, Delirious

New York: A Retroactive Manifesto for Manhattan, Koolhaas celebrated congestion as

the foundation of the village environment in New York, and therefore of community.
He proclaimed, The Culture of Congestion is the culture of the twentieth century.2
Tracing the history of New York, he explored the spectacle of the city and its
inherent conflict between order and disorder. The grid design of Manhattan, he
suggested, created a space that was both ordered and fluid, and that symbolised the
city itself: a space of contradiction. Recently Koolhaas has expanded this celebration
of congestion to encompass the congested state of consumer culture. Designing for
fashion companies and corporations, he has employed an eclectic mix of art,
architecture, design and commerce, claiming to use the mechanisms of consumerism
to expose its excess. Content extends this exploration of the commercial market by
conflating fashion, design, art and architecture in the one publication. While the

Dj Vu | MARCH 2007

approach of Content is fascinating a spectacle in itself it is also potentially

nihilistic, and signals several issues regarding the viability of critical practises
engaging so overtly with commerce.

Content plunges into the heart of consumer culture, documenting Koolhaas recent
architectural projects at the same time as advertising major fashion wares. Following
his earlier publications S, M, L, XL and The Harvard Design Schools Guide to

Shopping, it presents an equal mix of commercial advertising and architectural

discourse. Content is contradictory, presenting academic work disguised as a
magazine, and a magazine disguised as academic theory. Published by Taschen, an
academic publishing company, as architectural theory, Content nonetheless it
employs all the devices of contemporary commercial magazines. It includes
advertisements, the pages are printed on thin, glossy paper and its cover includes a
logo, a barcode, bright colors and catch-lines. The images on the cover make clear
use of what Naomi Klein describes as culture-jamming tactics; for example, George
Bush wears a packet of McDonalds fries on his head while brandishing a Christ
covered in guns. These apparently subversive tactics are undermined, however, by
the placement of Prada and Gucci advertisements on the following four pages. Yet
even this commercialism is contradictory. The Prada advertisement, for example,
features a photograph of a street vendor selling fake Prada bags on the street. What
should be an example of ad-busting is instead used ironically, or cynically, to sell
the real thing.
As a result of these conflations, the text becomes virtually indecipherable. An assault
on the senses, it presents a myriad of spectacular images, collaged text, computer
graphics and architectural plans. The ambivalence of the material is apparently
intentional, as early statements indicate:
no alarms
no surprises
Im not sure if this is a book or a magazine
Actually, I find the tension between the two super-interesting.

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antiTHESIS | VOL 17

The overt commercialism of the project points to Koolhaas claim that his work is
engaging with a contemporary context: I see Architecture as an endangered
brand, and Im trying to reposition it.3 While re-branding might be just what
architecture needs to compete in the contemporary economic public sphere, it is
important to consider what this type of collusion may bode for critical fields such as
visual art and social politics. The spectacular presentation of commerciality in

Content runs the risk of subsuming its content. Antonio Negris theoretical writings,
for example, are reduced to two pages in Content and buried at 350 351 within a
544-page document between an advertisement for TimeOut Magazine on the one
side and a promotional piece for OMA-AMO on the other. It seems that there is more
than a figurative loss of space for criticality at play.
Discussing the work of Koolhaas and the OMA, architectural theorist Anthony Vidler
asks the pointed question: should we conclude that irony, when wielded against
itself, turns to nihilism, or, worse, into postmodernism?4 Content mimics
postmodernisms eradication of subversive tactics. While this strategy might be selfconscious, it does little to change the effect. Particularly at stake is the place and
space of visual artistic practice. Content is full of artistic appropriations. An unmarked
double-page spread, for example, features a suspiciously Jenny Holzer-like neon sign
that bears the slogan: One mans hatred / Cannot alter another / Mans destiny,
with a vague logo in the upper right corner bearing the abbreviation NTA. Even
Walter Benjamins infamous essay, The Work of Art in the Age of Mechanical
Reproduction, is appropriated in one of the fashion advertisements. The setting is a
fashion parade, where a darkened audience is enraptured by a central model on the
catwalk, whose figure emits a whitened light and whose digitally doubled image acts
as a halo. The headline simply reads, Aura. Does such an appropriation re-brand
art, make it fashion-sexy, or transform critique into fashion? Art and theory are
present, apparently, but they just happen to be in the service of the commercial
interests of companies such as Gucci and Prada.
As history is raided for such pithy headlines, both context and content are emptied of
meaning. What might once have been considered parody, is now used as a
marketing tool for a cynical audience. While such a strategy might seem effective for

Dj Vu | MARCH 2007

the critical and cultural spaces of architecture, which have always had to negotiate a
relationship with commercial culture, this kind of cynicism nevertheless faces critical
impotence. In Critique of Cynical Reason (1987), philosopher Peter Sloterdijk
describes this kind of cynicism as the defining feature of the contemporary world.
Weve come to a point, he suggests, where we cynically celebrate our
powerlessness, effectively declaring: Hey, were alive; hey, were selling ourselves;
hey, were arming.5 The effect is not an enlightened participation in the systems of a
new world as Content might claim but instead the repetition of the very political
and social conditions that elicited the cynical attitude in the first place.6 Rather than
providing a productive reorganisation of systems of consumer culture, the cynical use
of the market in Content represents only the reproduction of the market. This is a
danger for any projects that celebrate the fusion of consumer culture and critique.

|NOTES|

1 Cited in Hal Foster, Design and crime: and other diatribes (London: Verso,
2002), 62.
2 Rem Koolhaas, Delirious New York (London: Thames and Hudson, 1978), 125.
3 Cited in Foster, Design and Crime, 62.
4 Vidlers question is posed directly in relation to the work of Koolhaas and his
OMA-OMA. See Anthony Vidler, Architectural uncanny: Essays in the Modern
Unhomely (MIT Press, 1994), 195.
5 Peter Sloterdijk, Critique of Cynical Reason (Minneapolis: University of
Minnesota Press, 1987), 546.
6 Sloterdijk writes, cynicism guarantees the expanded reproduction of the past
on the newest level of what is currently the worst. Critique of Cynical Reason,
546.

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