Like Really? You Want Me To Think Like That?

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A part two of my ‘Dear Good Weekend' Letter on Parlour

I mean, really, do you expect me to walk under THAT?!

A re-visit to my written archives from 2019


I’ve accepted that it’ll be a while before women will not be objectified.

Well – at least in the marketing for the architecture marketing anyway.

 

I think many of my friends and those on Instagram recently recall the outpour of frustrations expressed towards The Good Weekend’s writeup of Australian Architects and Starchitects (Aug, 2022). While the article somewhat celebrated (?) those who have helped establish some of the unforgettable pieces in Australia – it was glaringly obvious that the writer – a man himself, has forgotten to spotlight women in our profession. Yes, they did mention one – but it was minuscule. (You can read my thoughts here).

 

It's an exhausting and ongoing cry for journalism when it comes to the treatment and portrayal of women in the eyes of men. So I would like to share with you a rant that I’ve had with my friends three years ago – one I was terrified of sharing publicly but now feel confident in sharing now.

Instagram Archives from 2019

Three years ago, I woke up to the newsletter of Architecture Au in my inbox, showcasing Koichi Takada Architects’ announcement of the LA Sky Trees Tower (Feb, 2019). It’s pretty amazing that we’ve got Australian architects able to showcase internationally – but what made me sick to my stomach was the marketing tagline – a reference to “Marilyn Monroe’s ‘flying skirt moment’. The Hollywood actress’s iconic moment to be further objectified in their marketing statement was simply not necessary (if anything was excessive). Let alone, it completely diminished and cheapened the overall design – I’d like to think there were other ways to celebrate the curved redwood around the ground floor canopy.

 

  1. The curved canopy softens the rigidity often perceived by towers in the city skyline

  2. Used as an interesting sightline to celebrate the irregularity of the tree canopies (cause the tower is called Sky Trees)

  3. Represent the rooting system of a thriving tree (if we’re taking the tree metaphor and run with it)

 

While I understand some may think I am overreacting towards the reference to the Seven Year Itch scene – perhaps I am speaking from a personal trauma I had when I was young. Or that it’s me grimacing that ultimately, it is a firm run by a man – who may have unintentionally (or intentionally) objectified a woman as a selling point for the building. The imagery alone is also off-putting to me, and I don’t think I can really appreciate walking under this building without having to think about it (the title should say it all).

 

I also can’t help but wonder – who on earth has written that? Also, how would the women working at the practice feel about that? And what about the board members listening to this marketing ploy? I think it speaks volumes that this got passed through.

 

One of my favourite readers’ comments from Dezeen.com on Koichi Takada’s Sky Trees Tower.

To be honest, this was not the first time an architecture practice has alluded to the objectification of women as a media tactic. We can also look back at Elenberg Fraser’s unforgettable odd marketing ploy of their Premier Tower (2015) – inspired by the fabric wrapped around the dancers in Beyonce’s music video. Unfortunately, those who didn’t read the article on the building description would automatically assume it’s modelled on Beyonce herself. And consequently, it has become the ‘Beyonce Tower’ itself – even I’m guilty of calling it that because it was so ingrained in the audience (after all it even got coverage on breakfast television). And two years later, when one of the then-principals of the practice came to our professional practice class to give us a lecture, she tried to renew our impression of the tower by not calling it a Beyonce Tower but one inspired by Melbourne’s Winds. Albeit, that sentiment, as lovely as it was to reframe our perception (I wonder if she tried to object to the marketing statement it but alas, was outnumbered) – the damage was already done, it’s impossible to not reference the singer when talking about the tower (and the architecture firm).  

 

And this was not the first time they’ve done this either – their Luna Apartments was inspired by Princess Leia’s Bikini. I’ll leave you to pick up your jaw off the ground.   

I had to take a screenshot of this should this ever be removed or taken down. Screenshot from NewinHomes.com. Published 5 September, 2013.

Admittedly, when I first came across it, I laughed about the cleverness of the marketing tactic, but as we grow and mature, that lens has completely shattered. Rather it’s becoming one that I find upsetting and disturbing. Because ultimately, we’re still stuck in the ages in which women are still seen as objects and not for who they are. Because I know the objectifying is vicious as it is woven in the scrutiny of tabloids on women’s bodies. Because while we celebrate men with dad bods – we laugh at women’s appearance all the time.

 

While I haven’t seen this type of tagline nowadays, it’s still something to think about when putting ourselves out there. So dear architecture media and publicists, if you’re ahead of the times or keeping up with the times – trying to embed objectification of women (or anyone’s body type really) in design statements for shock factor will not gain favourable reviews.

Let’s just say, not all things age well.

Related works: Dear Good Weekend - the Parlour community responds (2022)

Notes:

References:

Archemist In The Making would like to acknowledge the Wurundjeri Woi-wurrung people as the Traditional Owners of the land which this blog is being curated. We’d also like to pay our respects to all First Nations Elders past and present, and extend that respect to all First Nations people who may be visiting this blog. As this is a shared space for written narratives and thoughts, we hope that this will inspire everyone who is visiting this blog to dedicate a time and space to read and listen to our First Nation’s stories - for it always was and always will be Aboriginal Land.