Can Social Media Redesign Global Cities?

Zach Werblo
Aug 16, 2019
architectureBrutalismConcretedesignInstagramTrend
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Europe was devastated by World War II with large sections of cities completely destroyed. Soon after the conflict ended it was time to rebuild. The most popular material quickly became concrete. The material was sturdy enough to withstand future potential conflicts
and cheap enough to rebuild quickly.
Many buildings made nearly completely of concrete shot up and the material also became integral to interior design in the era. This aesthetic became known as brutalist after the french term beton brut, or “exposed concrete.”
This style made its way around the world soon after, but also became reviled just as quickly. Due to strong backlash, many of these buildings were torn down just a few years after they were constructed. Others were left to deteriorate.
In recent years, architecture enthusiasts have spurred a resurgence of respect for this style through Instagram. Hashtags for brutalism and brutalismo have been used hundreds of thousands of times in the last five years.
This renewal in interest through social media has spurred conservation efforts to ensure that the remaining buildings of this style don’t become decrepit.

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