Neither home nor decoration

Romy Hecht
Arquitecta y Magister en Arquitectura, Pontificia Universidad Católica de Chile, 1997. Actualmente es Directora del Área de Talleres de Formación y profesora de Taller de la Escuela de Arquitectura de la P.U.C.

NOTES

1 The phrase was coined by Rodrigo Pérez de Arce in an ARQ editorial committee meeting in October 2001. It refers to the title of the weekly Home Beautiful-type supplement, Vivienda y Decoracion, from Chile’s most important national newspaper, El Mercurio.

2 Offer by district: Las Condes, 32%, Providencia 13.6%, Santiago Centro, 11.8%, La Dehesa, 7.4%, Huechuraba, 6.4%, Peñalolén, 5.2%, La Florida, 4.5%, Vitacura, 4.3%, La Reina and Los Domínicos, 2.2%, Macul, 2%, Maipú, 1.5%, San Miguel, 0.9%, Puente Alto, 0.7%, Quilicura, Gran Avenida and El Arrayán, 0,4%, Quilín, 0.3%.

³ The original idea was to include information form other printed real estate supplements such as El Rastro, Casas de "Cosas", the property pages of El Mercurio, and the "Su casa" supplement from La Tercera. The decision to use only Vivienda y Decoracion was taken on the grounds that is one of the three publications which cover Chilean architecture (together with ARQ and CA), and the only one which carries this kind of advertising.

⁴ The pre-summer period was chosen deliberately, because the number of ads fell gradually from 90 to nine per edition over the period.

⁵ Classification on the basis of the "headlines", which are normally up to 400% the size of the rest of the text.

⁶ Smithson Alison and Peter. Without rhetoric. An architectural aesthetic 1955-1972. Latimer Press and MIT Press, London 1973.        [ Links ]

⁷ In "Postcards to the future ", ARQ Magazine Nº 35, April 1997; p. 72.        [ Links ]

⁸ Art Deco: A style from the ‘20s and ‘30s, which used decorative motifs derived from French, African, Aztec, Chinese and Egyptian cultures.