The future of architecture is in public relations. Soon, rather than actually designing the building, the architect will be hired to simply 'front' a project, speak for it, explain it, make sense of it for the masses. You could argue this is actually what a starchitect is today: the front of house spokesperson for a luxury products workshop. The profession has steadily been moving in this direction -towards PRrchitecture if you like - for the past 20 years.
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