This journal entry is about the relationship
between Venturi’s postmodern ideas of decoration and utility. The idea of the postmodern is something that is
very ordinary which opposite to that modernism is. As time passed
by people started to think that modernism is boring. People eager to have
decoration on the building more than plain factory like building. Postmodern architecture is meant to be for
ordinary client. It doesn’t mean to be luxurious like modern architecture. We
have heard about the quote that form follows function by Louis Sullivan, which
defines what modernism is about. The inversion of the quote defines what
post-modern architecture is. It means
that the function of the building follows that form. People would recognize the
function of the building by seeing its form.
For example, the building with
duck form, it is totally opposite to what modernism is. But if we look at it as
a postmodernist we would be able to guess that the building has to do something
with duck. And it does do something with duck. The function of the building is
a shop for selling duck’s egg.
Another example of building that implies the
idea of postmodernism is the Hershey store in Time Square. The building becomes
recognizable to the others that it is a store selling Hershey chocolate. So the
building façade itself becomes as a sign of the building
which Venturi suggest the idea of double function in one object.
It is the idea of building becomes a sign for its
function, which means that graphic quality becomes something that is very
important to architecture. By having integration of graphic quality into
architecture, it allows architecture to be deceptive to the viewer and it
attracts people to architecture. Therefore, I think it links to the idea of
erotic architecture. Since erotic architecture is the idea of surprising and
attracting, it is a reason why I think that Venturi’s ideas of postmodern
architecture links to the idea of eroticism in architecture.