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‘They've Lost It’: A Balancing Act: MVRDV and the Language of Marketing
Author(s) -
Knikker Jan
Publication year - 2019
Publication title -
architectural design
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.128
H-Index - 22
eISSN - 1554-2769
pISSN - 0003-8504
DOI - 10.1002/ad.2510
Subject(s) - sophist , honing , foundation (evidence) , sociology , public relations , marketing communication , management , law , business , engineering , political science , marketing , economics , art , literature , mechanical engineering
Jan Knikker spent a decade honing the public and professional image of OMA before joining MVRDV, another Rotterdam‐based international practice, in 2008 and running its business development, contracts and public relations. He describes MVRDV's corporate communications with clients, which are built on a foundation of speaking their language and being pragmatic. The downside is that not communicating in the sophist ways of the profession can alienate architects from themselves.