This age of publicity corresponds to a transformation in the status of the private, Colomina argues; modernity is actually the publicity of the private. Modern architecture renegotiates the traditional relationship between public and private in a way that profoundly alters the experience of space.

Through a series of close readings of two major figures of the modern movement, Adolf Loos and Le Corbusier, Beatriz Colomina argues that architecture only becomes modern in its engagement with the mass media, and that in so doing it radically displaces the traditional sense of space and subjectivity.

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As soon as a building is inaugurated and put in use it starts to age. So it will be decisive for its success the actual way it bears its flaws - as the flaws will indeed come! A whole new flawless building is beautiful and fascinating for certain, with the freshness that appears good on cover pages. However, when the novelty has worn off, and time has started to put its mark on there, the glossy magazines have turned their attention elsewhere! Like the fashion industry, the dwelling industry idolizes the flawless, fresh and untried architecture, without any marks on its surface.

The life-span of your building outlives that from its makers by many people centuries, if done right. Therefore we ought to remember, up to we build to meet present demands, we also build for future years, using materials, forms, structures, and planning solutions that endure quality of time. Otherwise our buildings may wind up obsolete, unloved, and maybe even demolished before long. We cant expect to be able to create such ageless beauties because the Pantheon of Rome or Hagia Sophia of Istanbul, just like we probably wont look as effective as Sophia Loren if we turn 70.

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