JB Jackson Response

As we have moved from a one-size-fits-all economy to a customization-for-all economy, the focus of architecture has evolved from an emphasis on "what it has" and "what it does" to "what you feel" and "who you are" - the key concepts in what is increasingly referred to as the "experience economy."


This shift demonstrates that personal identity and personal growth have become even more crucial in a place's value. In this changing environment. The public landscape can play a significant part in determining how people participate in the ongoing restructuring of economic and cultural practices, by acting as a catalyst for new experiences and perceptions.

The machine age during the period from World War I to World War II have served as a metaphor for simplification, standardization. For the information age, differentiation, customization, communication, and perception has become a symbol that is valued. Cities such as Bilbao, Shanghai, and Dubai have in recent years all successfully used architecture to enhance their image and elevate their position in the global village. They can be a powerful strategy to be a unique identity. However the irony is that it has, in many cases it achieved just the opposite effect. Despite its intention as a catalyst for generating a distinct message in the global marketplace, the globalization in the information age has contributed to the growing homogenization of people and places.

Public spaces can play a critical role as a catalyst to generate an authentic identity for people and places. It is a fact that people and places must differentiate themselves in a global economy. I believe that architecture and landscape can benefit from the well-established sustainable identity.