Ethics versus aesthetics: AD 1965-74
A 20 minute paper/talk I gave at the student-led theory forum on the subject of "ecology" at the University of Sheffield School of Architecture this weekend:
I want to start with a bit of a long quote from Warren Chalk of Archigram*. This quote was published in AD in April 1971 and also as the last piece in the 1972 Archigram book which essentially became their monograph. In other words, it represents their last word:
Ecology - there, I've said that word - is a social problem. We have been told so by Time, Life, Newsweek, Look and the Nixon administration. Pollution is insidiously growing. Either the environment goes or we go. And you all know what will happen if the environment goes. We have produced a society with production for the sake of production. The city has become a market place, every human being a commodity. Nature is a resource. Human beings are a resource. Well. Our very survival depends on an ecological utopia, otherwise we will be destroyed.
The technological backlash we are experiencing must be fought with a more sophisticated technology, a more sophisticated science … But if we are to prevent eco-catastrophe it can only be done by more sophisticated environmental systems, not by dropping out. Nor the hippy type philosophy. Did you see Drop City in Easy Rider?...Let's face it, total dispersal won't work economically any more than total centralisation. Apart from being a head-in-the-sand attitude, we need to fight technology with technology, to produce David Greene's cybernetic forest … What we look for is technological play, so that individuals can create an even greater environmental stimulation. A person switched on to the electric tomato, or the proud possessor of the personalised robot like Manzak, can extend an existing situation, and a new man/machine [relationship] be established getting people, through their extension with a machine, into action.
Experiments such as these could achieve a people-oriented technology of human liberation, directed towards pleasure, enjoyment, experimentation: a try-it-and-see attitude …
Hopefully some environmental magic will then prevail and we will again think up the impossible in order to be realistic.
What I'm going to do in this paper is look at the ongoing, changing relationship between the non-mutually exclusive, twin themes of 'ethics' and 'aesthetics' as they appeared on the pages of Architectural Design between 1965 and 1974. You will see that many of the issues we are talking about today were being discussed 40 years ago – even before the oil crisis of 1973 – and that therefore the architects' political capacity to affect change has proved extremely limited despite continuous calls to architectural arms.
The magazine Architectural Design was already successful and widely read by the time Robin Middleton took over as Technical Editor in 1965 but for the next ten years, under the direction of Middleton and his successor, Peter Murray, it was to become the architectural magazine that defined the period.
Earlier, from 1953 to '62, Technical Editor Theo Crosby had used the magazine to promote architecture-as-building, and especially the New Brutalist movement and Team X of the Smithsons et al. In 1966, Reyner Banham published the canonical The New Brutalism, with the subtitle “Ethic or aesthetic?”. Its content was heavily based on articles from each of the Architectural Review and Architectural Design, and in it, Banham documented his search for “une architecture autre”. He oscillated between the two defining characteristics of ethics and aesthetics for this now unfashionable movement, finally deciding that the movement was all about aesthetics after all: “For all its brave talk of 'an ethic, not an aesthetic', Brutalism never quite broke out of the aesthetic frame of reference.” he wrote in his summation.
It could be argued that Brutalism as an avant-garde (or neo-avant-garde) movement died with that last sentence, but in fact as the vanguard, it had barely moved into the sixties: the Smithsons' Economist building had already by that time betrayed Banham's belief in une architecture autre and once more demonstrated the avant-garde's propensity to be absorbed into the larger movement of modernism. But by that time anyway, Banham had transferred his allegiances to The Brutalists' natural heirs to the neo-avant-garde title who were already well established and continuing to push architecture in the direction of pop culture, Americana and beyond. I speak, of course, of Archigram.
Half of the Archigram group (Dennis Crompton, Warren Chalk and Ron Herron) had already been working on the Brutalist structure of the South Bank Centre for the London County Council and they joined the other half (Peter Cook, Michael Webb and David Greene) at Taylor Woodrow Construction working on the Euston redevelopment under the supervision of former AD Technical Editor Theo Crosby and alongside future AD Technical Editor, Robin Middleton. Although Archigram as a “fanzine” had been going since 1961, the group behind the fanzine wasn't published in the mainstream British architectural press – the “trade rags” – until 1965. As mentioned above, earlier that year, Robin Middleton had become Technical Editor of AD and by this time, Archigram were on to number six with a circulation of 2,500 themselves. In November of that year, Architectural Design was among the very first to publish Archigram's work with Reyner Banham's two page article called “A Clip-on architecture” and a 15 page chronological survey later in the same issue. From that point onwards, and for the next ten years, Archigram as a group and as individuals were to dominate the pages of AD.While the “ethic versus aesthetic” split remained a subtitle throughout the New Brutalist years, it was to become a more obvious dichotomy in the late sixties and early seventies. This was clearly seen on the pages of AD and readers spelled it out in their letters, such as the following:
There is no doubting that Archigram was all about the aesthetic. Whereas the New Brutalists sought to drag art down to the level of life, Archigram wanted to raise life to the level of art. Rather than addressing existing society's problems, they chose to envision exciting new worlds and solve completely non-existent problems, viewing the user as consumer and turning architecture into another product of consumption. As Banham wrote, in that “Clip-on” article, “Archigram can't tell you for certain whether Plug-in City can be made to work, but it can tell you what it might look like.” The emergence of Archigram demonstrated the shift from architecture-as-building to architecture-as-concept and to seemingly keep abreast of the architectural profession's shift in attitude, Architectural Design changed its name to AD in May 1968. There is a distinct shift from the main features being concerned with building studies, products and technologies in the April issue to more sociological concerns in May. For example, April's issue features the Nuffield transplant surgery unit in Edinburgh; student accommodation at Oxford University; a service station and several features comprising experimental designs for large scale cable supported roof spans, all of which were entirely in-keeping with the magazine's content up until that point.
The title for May's issue, however, guest edited by Cedric Price, is “What about Learning?” Its cover sports a hand with a mock-up of a futuristic video watch. The articles inside enforce the idea that learning isn't just for schools, that technology can enable long-distance learning, learning by closed circuit TV (for children in Niger), and other different models of learning focussed on the individual. Peter Cook's Ideas Circus appears: “A proposal for a system of trucked units containing a power plant, printing press, library, teaching machines, various audio-visual assemblies and minimal transformable enclosures.” It's a kind of educational precursor to Archigram's later Instant City. The month May 1968, of course, chimes with political unrest in Paris and beyond, a topic taken up by historian Eric Hobsbawm later that year in AD when he wrote about “Cities and Insurrection” in an issue called “Metaphoropolis” dedicated to a socio-political study of the city. Anti-establishment reaction had been rising in young people throughout the sixties and while the shift in editorial direction of an architectural publication and riots on the streets of Europe's capital cities and sit-ins in the universities are poles apart in terms of scale, they can both be seen as symptomatic of a tectonic shift in underlying thinking, especially amongst students.
Archigram came face to face with the student unrest at the Milan Triennale in 19685 where they were exhibiting the “Milanogram” (Archigram number 8). No sooner had the exhibition opened than it was occupied and trashed by students for 10 days. While Archigram talked of “direct action” they were uninterested in politics and left Milan non-plussed.
If Archigram represented the aesthetics of AD during this period, the ethics appeared through the pervading preoccupation of ecological issues that were wafting from the US, such as Stewart Brand's Whole Earth Catalog. The Whole Earth Catalog first appeared in the Autumn of 1968 and was published regularly for only three years. In contrast to the European model of insurrection of the time, the Whole Earth Catalog encouraged an American counterculture of grass-roots radicalism. As the write-up in AD's Cosmorama put it, “the Whole Earth Catalog is a unique compendium of the hip and the home-spun, of far-out technology and down-home atavism, dedicated to the proposition that “we are as Gods – and might as well get [good] at it,” and to the assumption that anything practical, cheap, of high quality and easy availability can serve as a tool towards that end.”
The Whole Earth Catalog was basically a compendium of tools aimed at those who wanted to challenge conventional lifestyles. The word “tools” included books, of course, and many of the entries were book reviews. Architectural Design itself made it into the first number, featuring the “Architecture of Democracy” issue with the comments “This is the only architectural magazine we've seen that consistently carries substantial new information, as distinct from the stylistic eye-wash characteristic of most architecture journals. It galls my jingoistic soul to see the British publishing so much of the best technological information … Dave Evans, a local Australian whiz, says it's because English bright guys don't have much to grip them commercially, so they spread their brightness around. (Also they flock to America in search of commercial ferocity.)"
Peculiarly, even Archigram made it into the last Whole Earth Catalog (right above the feature called “You'll Build Your Next House of Molasses”). Of it, they say, “Archigram is the “Captain Billy's Whiz Bang” of architecture, with lots of imitators by now and still no equals. Dream architecture, joke architecture, blasphemy architecture, science fiction architecture, adolescent wet dream architecture, leather architecture. Sin. Fun. For a while.”
The Whole Earth Catalog supported hippie, artistic communities like Drop City and inspired future alternative thinkers such as Steve Jobs, Kevin Kelly and Howard Rheingold. The folk who were into that culture at that time seem to have migrated into internet culture at the end of the century.The Whole Earth Catalog also inspired other catalogs such as the Domebooks, number one of which was featured on the first page of September 1970's AD and sold through the magazine from then on: “a practical account of the construction of ten different domes built at an experimental high school in the California hills within a period of four months.” Domes were everywhere on the pages of the leading magazines of the time and some were even being built. While it couldn't claim to save the world in itself, it at least could represent an aesthetic of a new way of thinking – that of Buckminster Fuller's ethos of doing more with less.
Richard Buckminster-Fuller can, in fact, be considered the spiritual father of both sides of AD's dichotomy of aesthetic and ethic. He was Archigram's hero, largely due to his technological aesthetic and techno-babble way of talking. Simon Sadler points out that whereas Fuller espoused the economics of lightweight component architecture, Archigram pursued its pleasures (note the scantilly clad female occupants of Warren Chalk's Capsule and Fuller's Dymaxion house). Fuller is, of course, most famous for his geodesic dome – a structure that envelopes maximum volume with minimum material. This found its way into the Taylor Woodrow Design Group's (which, as mentioned above, employed the Archigram members) Fulham Study of 1963 and Montreal Expo '67 Tower of 1964. Subsequently, the geodesic dome's triangular steel struts were the substructure for Peter Cook's megastructural Plug-In City of 1964 and many other projects beyond. Fuller epitomised the “technology is the answer, what's the question?” stance of twentieth century modernism and Archigram adopted and adapted this for their hedonistic zoom-wave designs. Whereas Fuller's world assumed plentiful provision for a limited population, Archigram's assumed infinite resources for infinite pleasure for infinite people – as long as they were good looking.
If Archigram were apolitical, then Fuller was simply politically naïve. On winning the RIBA Gold Medal in 1968, AD published an abbreviated version of his 16,500 word (!) acceptance speech containing a paragraph on politics: “I am transcendental to all political thinking. I am utterly convinced that the world can be made to work and I'm convinced that all the politicians of both sides have really an extraordinary sense of responsibility to their people. I don't question their integrity as human beings; I'm sorry for them, however, because nothing in their particular art can ever help man to be a success.” Fuller was so blinded by technology that he was ignorant of the fact that nothing is ever done but by political will. As an aside and contemporary analogy, if he were alive today, he would no doubt subscribe to the benefits of genetically modified crops due to the argument that it would make yields more plenty and we would be able to feed the world, completely ignoring the fact that we already have the technology to feed the world now,but not the political will.
Monica Pidgeon, who was the editor of Architectural Design from 1946 to 1975, was quite taken with Buckminster-Fuller, who she met while helping organise the VIIth congress of the UIA held in London in July 1961. Although not architecturally trained himself, Bucky believed that the world could be saved by designers – and architects in particular. During the UIA Congress, Pidgeon invited him to contribute his views on the role of the architect in the present world situation and published his call to arms the following month as “The Architect as World Planner” declaration of intent. It starts, “I propose that the architectural departments of all the universities around the world be encouraged by the UIA to invest the next ten years in a continuing problem of how to make the total world's resources serve 100 per cent of humanity through competent design.” (In 1965, it served 40%). He goes on to claim, “It is clearly manifest … that the architects are able to think regarding such world planning in a manner transcendental to any political bias.” Fuller's vision was implemented as the “World Design Science Decade” starting in 1965, intent on spanning exactly the same years as is being looked at here. AD continued to publish Fuller's ideas throughout the 1960s as it suited AD's international perspective and target student audience. The outcome of the World Design Science Decade was six verbose documents of ideas, research and tools on resource planning for use by architectural schools worldwide in the pursuit of his initial declaration. The last document, The Ecological Context, Energy and Materials, was published by Fuller and his associate, Independent Group artist John McHale in 1967.
While Archigram took Bucky's faith in technology to an aesthetic conclusion, AD was looking all over for inspiration for architects. The New Scientist magazine was a favourite and features from this often became topics for publication in the Cosmorama section, fuelled by the excitement of the moon landings and questions of where man would inhabit – and therefore architects build – next. In contrast to this “high-tech” editorial approach, they were simultaneously publishing “low-tech” features similar to those espoused by the Whole Earth Catalog. During this period, features appeared on shanty towns, squatting, ecology, with columns called “Eco-tech” and “Recycling” by Colin Moorcraft. They looked at wind and solar power. July 1972's issue – a year before the oil crisis – was concerned with “designing for survival” and a year earlier, they published Martin Pawley's Garbage Housing. That year, AD also published extracts from Victor Papanek's “Design for the Real World” which was anti-good taste and pro-social responsibilities for designers. It was almost universally derided by design professionals at the time of the first edition in 1971, but it demonstrated a radical alternative to design practice that Pidgeon was looking to promote, especially to the students and young architects who were her main target audience at this time. AD had slipped into “little magazine” mode by this time, using the “book economy” whereby subscriptions were the magazine's main income rather than advertising, and this allowed them considerable editorial freedom as opposed to, for example, the Architectural Review, which at this time was quietly self-destructing with the Manplan and Civilia issues. AD was therefore free to explore the very fringes of acceptability to architects and enter into whatever agenda they chose to be important.
Eventually, at least some members of Archigram conceded to the ecological wave. Archigram Nine included a packet of seeds and its cover of an allotment was inspired by David Greene's Bottery (“a fully serviced natural landscape”) and the disappearance of architecture completely into the landscape. Greene published his LAWUN (Locally Available World Unseen Networks) project number one in AD in 1970, where he explained, “Lawun means the striving after basic objectives – doing your own thing without disturbing the events of the existing scene and in a way which is invisible because it involves no formal statement, and because it is related to time, may or may not be there at any given point in time.” Lawun project two, published in AD the following year utilises Greene's earlier Rokplug and Logplug designs ostensibly to promote mobile architecture. However, this is a loss of confidence Archigram, one that's less discussed and less famous, representing the opposite pole of their thinking, striving for the complete dissolution of building and, as the quote at the beginning showed, reluctantly coming to terms with the ground swell of ecological thinking that was happening at the time. 
In summary, I've looked at the decade of 1965-74 in Architectural Design, covering the Technical Editorships of Robin Middleton and Peter Murray. This period exactly spans Buckminster Fuller's World Design Science Decade and sees the arrival and decline of Archigram within the mainstream architectural press, at least in AD (the Architectural Review were to leave Archigram well alone until it had passed as a phenomenon). Archigram promoted a consumerist, throw-away architecture and were about as ecological as they were feminist: which is to say, not at all. Nevertheless, in its shift from promoting architecture-as-building to architecture-as-concept (essentially reflecting the shift from an industrial to post-industrial society) AD was keen to engage students and young architects and become a radical mouthpiece for alternative architectural culture. This didn't stop at a de-politicised aesthetic, but followed through with Fuller's more ethical ideas, looking at how to save a doomed spaceship earth.While ethics and aesthetics were kept apart as concepts on the pages of AD, they were at least united on the page.

* Thanks to Owen for introducing me to this quote.










