Branded Architecture — A Debate on Contemporary Projects in the City of Rio de Janeiro

Abstract

This work focuses on the architecture produced by internationally renowned architects – the "brand architecture" - and its place in Rio de Janeiro. Does not intend, however, to review projects and works taken as an example and not discuss / question the policy decisions inherent in the choice of designs and architects authors of these works. With the aim to contextualize the discussion, is located the Rio de Janeiro in the discussion of urban problems and stress to the already established urban interventions, in progress or yet to be implemented. To exemplify the issue focus of the work is taken as reference the Music City, in Barra da Tijuca (in final stage of construction), and the Museum of Tomorrow in the harbor area (in the initial stage construction). Through these examples we intend to discuss the meanings of the symbolicpresence of recent projects in the city of Rio de Janeiro.