2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
Mafalda está más viva que nunca. Reaparece siempre fresca y renovada en sus nuevos libros y periódicos. Hace cine y televisión. Viaja en la imaginación colectiva de infinidad de naciones que son muy diferentes entre ellas culturalmente. Y llega a los lugares más insospechados, volviéndose familiar a generaciones que no tienen nada que ver con la que vio nacer a Mafalda
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59
Key takeaways:
• Learn how to use ChatGPT to add AI power to your testing and test automation
• Understand the limitations of the technology and where human expertise is crucial
• Gain insight into different AI-based tools
• Adopt AI-based tools to stay relevant and optimize work for developers and testers
* ChatGPT and OpenAI belong to OpenAI, L.L.C.
Mafalda está más viva que nunca. Reaparece siempre fresca y renovada en sus nuevos libros y periódicos. Hace cine y televisión. Viaja en la imaginación colectiva de infinidad de naciones que son muy diferentes entre ellas culturalmente. Y llega a los lugares más insospechados, volviéndose familiar a generaciones que no tienen nada que ver con la que vio nacer a Mafalda
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59
Key takeaways:
• Learn how to use ChatGPT to add AI power to your testing and test automation
• Understand the limitations of the technology and where human expertise is crucial
• Gain insight into different AI-based tools
• Adopt AI-based tools to stay relevant and optimize work for developers and testers
* ChatGPT and OpenAI belong to OpenAI, L.L.C.
More than Just Lines on a Map: Best Practices for U.S Bike Routes
This session highlights best practices and lessons learned for U.S. Bike Route System designation, as well as how and why these routes should be integrated into bicycle planning at the local and regional level.
Presenters:
Presenter: Kevin Luecke Toole Design Group
Co-Presenter: Virginia Sullivan Adventure Cycling Association
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
Has your project been caught in a storm of deadlines, clashing requirements, and the need to change course halfway through? If yes, then check out how the administration team navigated through all of this, relocating 160 people from 3 countries and opening 2 offices during the most turbulent time in the last 20 years. Belka Games’ Chief Administrative Officer, Katerina Rudko, will share universal approaches and life hacks that can help your project survive unstable periods when there seem to be too many tasks and a lack of time and people.
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Habraken
1. Espacios ARQUITECTURAS PARA LA GENTE / 11
Reflexión Frente a la homogeneidad de la vivienda masiva como producto países europeos industrializados,
ESPACIOS
como Holanda, Bélgica, Austria, In-
cerrado y repetitivo, el arquitecto holandés propone la arquitectura como glaterra, Alemania, Dinamarca y
proceso: ser capaz de separar lo que permanece de lo que cambia Francia. Habraken aclara que “ha-
cia 1992 la trayectoria del SAR, que
se había dedicado esencialmente a
John Habraken y el la investigación, se consideró con-
cluida y se creó una nueva organi-
zación denominada Open Buil-
ding. Ahora Open Building es una
sistema de los ‘soportes’ red de relaciones entre diversas ini-
ciativas en países como Holanda,
Miércoles, 24 septiembre 2008
Finlandia, Estados Unidos, Japón
o China”.
A lo largo de su carrera, lo que
más le ha interesado es desarrollar
JOSEP MARIA MONTANER Johannes Hendrik van der Broek, plio equipo de investigación que y extender esta concepción de la ar-
ZAIDA MUXÍ Constant, Jan Trapman o Piet propuso programas piloto y proto- quitectura como proceso. Tal co-
En definitiva, la arquitectura para Blom. De todas formas, al pregun- tipos. Resultado de estos años de mo él explica: “debemos proponer
la gente, ya sean edificios y espa- tar por las raíces de su idea de los trabajo es la antología de proyec- una arquitectura que sea capaz de
cios públicos o viviendas, sólo pue- soportes y relacionarlo con la ar- tos presentada en el libro El diseño separar lo que permanece de lo que
de realizarse si existe una mentali- quitectura holandesa, Habraken, de soportes (1972), coordinado por cambia, en la que se establecen cla-
dad especial de los que gestionan y que nació en Indonesia, sufrió en Habraken y otros tres miembros ramente las diversas responsabili-
Cultura|s La Vanguardia
proyectan, sabiendo ver el mundo la adolescencia la experiencia de del SAR: J. T. Boekholt, A. P. Thijs- dades correspondientes a las diver-
de lo real de una manera profunda, los campos de concentración bajo sen y P. J. M. Dinjens, con la cola- sas escalas del proyecto urbano y ar-
leyendo los estratos y tipologías dominio japonés, y que ha vivido boración de J. W. Kappelhoff y N. quitectónico: planes urbanos, pro-
que subyacen en donde se proyec- en Estados Unidos, dando clases H. N. van der Berg. La teoría de los yectos de barrios, conjuntos de edi-
ta, atendiendo a las necesidades y desde 1975 hasta 1989 en el MIT soportes ha sido divulgada a través ficios, bloques, viviendas, habitacio-
deseos de las personas y, en defini- (Cambridge), puntualiza “Real- de la edición continuada de la re- nes, mobiliario y equipamiento”.
tiva, creando unas estructuras ar- mente tengo poca relación con la vista The Open House Internacio- Cuando se le comenta que en al-
quitectónicas y urbanas capaces arquitectura holandesa. Estuve nal, creada por el SAR, y un sinfín gunos países es considerado uno
de evolucionar y de adaptarse al mucho tiempo fuera y he estableci- de diversos proyectos realizados de los arquitectos más trascenden-
contexto. En esta dirección, la do poco diálogo con la tradición ho- en los años setenta y ochenta en tales del siglo XX, pero que en
22
aportación mejor y más extendida
en el campo de la vivienda ha sido
el método de los soportes, elabora-
do en Holanda en los años sesenta.
John Habraken (1928), quien se
tituló de arquitecto en Delft en
1955, planteó inicialmente sus teo-
rías con el libro Soportes. Una alter-
nativa al alojamiento de masas, pu-
blicado en 1962. Su propuesta se
basaba en una cuestión conceptual
fundamental: llegar a separar aque-
llo inamovible y colectivo que hay
en todo edificio residencial –lo que
depende estrictamente de las orde-
nanzas, la estructura, las instalacio-
nes y las aberturas–, es decir, el so-
porte, de aquello que pueda ser
transformable y que pueda depen-
der del usuario, como las divisio-
nes interiores, los armarios o las
piezas de las cocinas y los baños, es
decir, las unidades separables o re-
lleno. De esta manera, utilizando
una tecnología avanzada, sería po-
sible plantear unas viviendas que
admitieran la flexibilidad e inter-
cambiabilidad, respondiendo a la
esencia cambiante de las necesida-
des a las que responde la arquitec-
tura y recurriendo a sistemas y a landesa. Me mantengo a distancia. otros su teoría no es conocida, aun-
procesos abiertos. Así se podría su- Soy un outsider”. De todas mane- Habraken rechaza que la mayoría de los arquitectos
perar la homogeneidad de la vi- ras, ante la contundencia de su res- utilicen en sus proyectos el siste-
vienda masiva como producto aca- puesta, matiza: “Quizás tenemos
la obsesión ma de los soportes, las franjas y la
bado, cerrado y repetitivo. en común una manera de pensar: contemporánea flexibilidad, sonríe entre modesto
La propuesta de Habraken de abstracta, sistematizadora y diagra- y pícaro: “Está bien; es coherente
un diseño para la transformación mática”.
por la originalidad que el sistema de los soportes sea
ha sido clave en las últimas déca- A raíz de sus ideas se creó en y la autorreferencia continuamente reinventado y los
das y, al mismo tiempo, constituye 1964 el SAR (Stichting Architecten autores lo utilicen sin saber de don-
la síntesis de muchas exploracio- Research o Fundación para la In- de viene. Este anonimato me satis-
nes previas hechas en el terreno de vestigación de los Arquitectos) en “Es absurdo el mito face”.
la vivienda y de la arquitectura, en la Universidad Técnica de Eindho- Para Habraken, la arquitectura
parte inspiradas en las maneras in- ven. Y esta misma fundación fue la
moderno del proyecto: es un sistema, dentro de sistemas
temporales de construir, y en parte que llamó a Habraken en 1966 pa- el arquitecto nunca mayores y de la que dependen sub-
dentro de las tradiciones contem- ra crear y dirigir el nuevo departa- sistemas técnicos, partes y elemen-
poráneas, especialmente holande- mento de Arquitectura en Eindho-
proyecta sobre una tos. “Cada proyecto tiene su res-
sas: Gerriet Thomas Rietveld y ven, junto al SAR. De esta manera hoja en blanco” ponsabilidad con el entorno, ya
Truus Schröder, Jacob Bakema y Habraken empezó a dirigir un am- que se interviene en un contexto
2. Escenas de verano (y 8)
compartido por diferentes perso- cada lugar; y esto lo ha perdido la
ESPACIOS
nas”. E insiste: “Es totalmente ab-
surdo el mito moderno del proyec-
to: el arquitecto nunca proyecta so-
arquitectura contemporánea, que
repite los mismos modelos en cual-
quier lugar y hace las mismas facha-
El otoño ya está
bre una hoja en blanco. Todo lo
contrario, el arquitecto, cuando
proyecta, tiene al menos tres condi-
das para orientaciones distintas”.
La propuesta de Habraken no
sólo mantiene su vigencia sino
aquí
ciones de partida con las que ha de que, poco a poco, promotores pú-
dialogar: la trama física del sitio; blicos y privados van atreviéndose, CAROL LÓPEZ
unos lugares donde han vivido y con los años, a aceptar la idea de
creado antes que él muchas otras que una arquitectura que puede
personas; y, además, unas memo- cambiar y que los usuarios pueden Juan, un chico de veintipico, llama al timbre de un
Miércoles, 24 septiembre 2008
rias personales y experiencias pre- ir transformando es más eficiente piso. Le abre la puerta Mónica, una mujer de treinta
vias propias que van a aflorar en el y tiene cada vez más mercado. Sus y pocos.
proyecto”. dos últimos libros, The Structure of JUAN: Soy Juan, el amigo de tu primo. Me dijo que
El problema crucial radica en the Ordinary (1998) y Palladio's te urge alquilar el piso.
que la arquitectura moderna no ha Children (2005) dejan muy clara la MÓNICA: Mucho. Pasa, que te lo enseño. Se ve rápi-
conseguido ajustarse a sus objeti- síntesis sumamente sugerente y do porque es muy pequeño.
vos. “La arquitectura moderna sur- útil que Habraken plantea, entre el JUAN: Un único espacio. Me encanta. Lo tienes todo
gió con la voluntad de resolver las saber arquitectónico (Palladio y el a mano.
cuestiones del entorno cotidiano, Renacimiento, la arquitectura mo- MÓNICA: Y se limpia en un momento.
pero siguió aplicando sus criterios derna), los instrumentos prácticos JUAN: Tiene mucha luz.
tradicionales para obras singulares del proyecto y técnicos de la cons- MÓNICA: Mucha. Es lo mejor de la casa.
Cultura|s La Vanguardia
y extraordinarias, sin entender trucción, y el saber popular de la JUAN: El piso es una monada. ¿El precio es el que
que la clave estaba en inventar nue- arquitectura tradicional, anónima me dijo tu primo?
vos sistemas arquitectónicos, es- o autoconstruida. Por esto su pro- MÓNICA: Sí, gastos aparte. Sabes que lo vamos a ha-
tructuras para lo ordinario capa- puesta tiene una vertiente históri- cer todo en negro, ¿verdad?
ces de aceptar la intervención de la ca, intelectual y conceptual, una JUAN: Ya me lo contó. El piso sigue a tu nombre y
gente, de permitir los cambios en parte intrínseca dedicada a los sis- yo soy un pariente que se instala mientras tú estás
el tiempo, de favorecer las relacio- temas de proyecto y de construc- de viaje por el mundo.
nes entre lo privado y lo público, y ción, y una gran capacidad para MÓNICA: Eso mismo.
de expresar unos criterios de dise- aprender de la arquitectura anóni- JUAN: Vale. La única putada es que no puedo pedir
ño compartidos por la sociedad”. ma de cada lugar. En definitiva, Ha- la ayuda de los doscientos euros para menores de
23
treinta…
A la izquierda, MÓNICA: Pero te lo dejo superbien de precio y con
John Habraken todo puesto.
dando clase en la
ETSAB JUAN: Es justo lo que estaba buscando. ¿Cuándo
A la derecha: puedo instalarme?
Gas Experimental MÓNICA: Mañana mismo.
Housing- Next 21 JUAN: Con estas prisas más que un viaje parece una
en Osaka, Japón,
1993. Arquitecto: huida.
Yositika Utida MÓNICA: Mi verano ha sido un drama y quiero echar
tierra de por medio.
JUAN: No sé qué ha pasado estas vacaciones pero
todo el mundo ha vuelto fatal.
MÓNICA: Las separaciones han hecho estragos.
JUAN: ¿Te has separado? Mi hermana también y está
insoportable y eso que se está tirando al mejor ami-
go de su ex…
MÓNICA: Yo no quiero saber nada de líos en mucho
tiempo.
JUAN: Lo mismo dice mi ex cuñado. También quiere
largarse. Dice que se instalará una temporada en Berlín.
MÓNICA: ¿No se llamará Andrés, verdad?
JUAN: Sí. ¿Le conoces?
MÓNICA: No creo. Sería demasiada coincidencia.
JUAN: ¿Cuándo vuelves?
MÓNICA: No tengo ni idea y no tengo prisa.
JUAN: ¿Adónde huyes?
MÓNICA: Al Sudeste Asiático.
JUAN: Te deseo lo mejor, Mónica.
MÓNICA: Peor no puede irme.
JUAN: Y tranqui, que te cuidaré la casa y te pagaré
Es por ello que lo primero que Ha- braken es muy optimista: “Yo creo todos los meses.
braken enseña en sus cursos a los que va a ser posible, a partir de es- MÓNICA: Más te vale.
estudiantes es a aprender de la ob- te dominio de los sistemas arqui- JUAN: ¿Tienes algo para brindar?
servación, saber ver en su contexto tectónicos existentes, inventar una MÓNICA: Lo único que me queda es una botella de
urbano cuáles son las pautas de es- nueva arquitectura para el futuro, vino blanco.
te diseño compartido del que parti- que sepa aprovechar los avances JUAN: Estupendo.
cipa la ciudadanía, que entiende y técnicos y sociales para realizar
comparte aunque sea inconsciente- unas estructuras para el cambio y Mónica abre la botella y sirve un par de copas.
mente, y que el arquitecto debe sa- la diversidad”. Brindan.
ber desvelar y recrear. John Habraken estuvo a finales
Habraken insiste en rechazar la de abril del 2008 en la Escuela de JUAN: Por un otoño lleno de sorpresas.
nefasta obsesión de la arquitectura Arquitectura de Barcelona, dictan- MÓNICA: Lo prefiero tranquilito.
contemporánea por la originalidad do un taller en el Master Laborato-
y la autorreferencia y explica “his- rio de la Vivienda del siglo XXI, de Beben y charlan de sus cosas sin descubrir los vín-
tóricamente, la arquitectura de lo la Fundación Politécnica de Catalu- culos que les unen.
cotidiano sabía relacionarse con ña, con la colaboración del arqui-
las condiciones locales: el clima, el tecto puertorriqueño Andrés Mig- (Fin)
frío y el calor, la lluvia y la luz de nucci. |