(2016 May) IFJ Simon Says

Page 1

simon says architects share their views on issues that affect the industry

ARCHITECTURE AND ADVERTISING

I recently received an email that read, “…we are pleased to inform you that ARK Reza Kabul Architects has been shortlisted by our editorial board and honored as ‘Top Design Firms in India’.” We were ecstatic! It is a genuine delight when someone reaches out to appreciate and recognize your work. I glance through the rest of the email to read that the recognition comes at a ‘nominal fee’. Does this not directly contradict the professional ethics laid down by the Council of Architecture (COA)? ‘… (an architect) may allow his name to be associated with illustrations and descriptions of his work in the press or other public media but he shall not give or accept any consideration for such appearances’

Ar. Reza Kabul, Director, ARK Reza Kabul Architects, Mumbai

Surprisingly this is not the first such, nor shall it be the last, and these features are published. The question arises – are there professions who indulge in the practice of advertising? Do companies eventually give away the feature without any monetary compensation? It leaves you to ponder whether staying true to your professional ethics is the righteous thing to do, especially when those who compromise on them are walking away with the publicity? Councils like Royal Institute of British Architects (RIBA) have modernized their principals to allow professions to advertise architectural

services while keeping in mind that members must ensure that the information they include is factual and relevant, does not mislead, and is not unfair to anyone else. While I believe that the rule that prohibits us from advertising is archaic for the present scenario, the intention behind it prevails to keep architects grounded and not get over powered by the crazy world. However, it is time to relook at the norms, and make the rules more flexible with the advent of newer channels of media, whilst upholding the standards of our profession. An architect’s work does speak for itself, but given the diversity of media available today and influx of non-essential content, it seems to be lost in the chasms of media. It is crucial to enhance visibility in such a framework, and a paid alternative might not be the end of the world. Practicing architecture is beyond doing a business and monetary gains are not the driving force; however, the commercials are relevant in maintaining a practice with talented employees and sustaining the overheads a studio has to incur. While it is true the portfolio is the key to developing new clientele, the medium is an integral part – ensuring that the portfolio reaches the decision makers and action takers. It is perhaps time that architects be permitted to advertise their services, in a regulated and controlled manner.

MAY - JUNE

Furthermore, several international architects are advertising to reach the Indian markets. Is that ethical? Should we be on the sidelines while someone else reaches out to the Indian clientele, offering services that competent resident architects can provide? Perhaps we could advertise and reach out to international markets with our talent… Today’s digital-age unifies the world as one global village. There is a no dearth of talented professionals in India, should the ethics that bind us be the reason to not receive the recognition we deserve?

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17/05/16 11:28 AM


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