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MARCH 2015 \ BUILDING DIALOGUE \ 21
to a model or video, creating and visually communicating
requires constant production and reinterpretation.
In architecture, the Profession (capital P) pivoting seems
contradictorily difficult. Architecture (with a capital A) can
at times feel like it’s cloaked in history and, while becom-
ing much less frequent, a pillared sense of institutional-
ism. For example, it took 136 years since its inception for the
American Institute of Architects to elect a woman presi-
dent (in 1992) and not until 2013 for the AIA to award its
first AIA Gold Medal to the “first great woman architect,”
Julia Morgan (she passed in 1957).
Yet, as I mentioned before, organizations must transform
or be transformed, and thus I’ve watched with intrigue and
excitement as the American Institute of Architects, found-
ed in 1857 in an effort to “promote the scientific and practi-
cal perfection of its members,” and to “elevate the standing
of the profession,” has energetically embarked on a multi-
year, multiphase “repositioning” campaign aimed to diver-
sify its member base while engaging new and old mem-
bers in a dialogue regarding what is and isn’t working.
From licensing to public perception, the AIA continues
to roll out new initiatives that aim to address not only ar-
chitecture professionals, but also the public. In a bold em-
brace of current methods of widespread communication,
the AIA has utilized social media, video and television to
carry forth the 1857 edict to “elevate the standing of the
profession,” or, in simpler terms, to make people aware of
what architects do and why architecture designed by ar-
chitects is important in continuing to shape an intelligent
built environment.
Because every good social media campaign needs a
hashtag and a public forum to post imagery, the AIA has
dubbed its campaign #ILookUp.
Launched (and tweeted) this past December with a
two-minute video, Karissa Rosenfield writes, “What do you
see when you look up? As part of the American Institute of
Architects’ #ILookUp campaign, this video seeks to elevate
the public’s awareness of the impact and importance of
the design profession by asking everyone to “look up.” It is
the AIA’s goal to spark a two-way conversation on the val-
ue of architects and architecture. Please watch the video
above and share your thoughts on social media using the
hashtag #ILookUp.”
“Even before we put pencil to paper, we are looking up
… we look up to nature … we look up to look within … we
look up to see limits, and ways around them,” a male voice
speaks confidently over images of the built and natural
world.
Despite its repetition and stock video imagery, the video’s
message feels relevant and important. It is important be-
cause it acknowledges that even the oldest of institutions
are willing to change. It is willing to hire a recent college
grad to generate witty hashtags, to upload videos on You-
Tube rather than hold private screenings at conferences
and conventions, and willing to reposition (i.e., to pivot
into the 21st century). \\
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