Contemporary architecture is caught in the risky fusion of marketing and the entertainment industry. The exploration of architectural form pushes the limits of materials to the point of inverting the principles of construction and production, in a play of volumes and effects apparently without rules and limitations, in a search for the highest possible rent. This article interprets this new condition of architecture - from the formation of fetish and fictitious capital to the building site -, focusing on the production of Frank Gehry. The analysis of form, techniques, and materials allows us to investigate why cutting-edge architecture is today one of the vanguards of the rentist economy.
contemporary architecture; rentist economy; fetish; Frank Gehry
