Learning from Las Vegas

Recently, I read the book, "Learning from Las Vegas: The Forgotten Symbolism of Architectural Form" by Robert Venturi and was blown away. Venturi calls for architects to be more receptive to the tastes and values of 'common people,' and to be less focused on the creation of 'high architecture'. By high architecture, Venturi refers to the grand-heroic monuments of Modern architecture.

Venturi's primary example of good 'common' architecture are the hotels and casinos on Las Vegas' strip. All architecture and signage on the Strip are set up to appeal to the masses, and to be seen from a distance while driving. There is an extreme focus on the facades of the buildings and on the signs themselves. Venturi compares parking lots to Roman piazzas, etc. He also talks about the symbolism used by the casinos. He talks about using symbolism in a new context can change the way the viewer interprets the message created by an artwork. Las Vegas is full of this kind of contextual symbolism.

For example, Caesar's Palace uses suggestions of Roman architecture (columns, reliefs, arches, etc) to create the feeling of entering an interpretation of the past. The architecture is further complimented by duplications of classical architecture and all workers are required to wear 'Roman' clothes. However, all this 'Roman' symbolism is altered by the presence of parking lots, neon lights, and the actual location of the building.

I never really thought about how the use of established symbolism in a new context can change the meaning of contemporary artworks.