Marketing: A Dirty Word in Architectural Circles
Abstract
Well done. You’ve got your hands on a book about selling architecture. Here’s a bit of hard truth for you: architecture practices are capitalist entities that are sustained by earning money and making profit. Nevertheless, words like ‘sales’ or ‘commercial’ are not especially popular among architects. Large practices have sales departments, but even they rarely call themselves by their real name. Euphemisms such as ‘business development’, ‘communication and strategy’ or even ‘the Kitchen’, as is the case with Herzog & de Meuron, conceal their actual purpose, which is to drive sales.
Fields of Study & Subjects
Architecture
Modernity
and Design
Marketing and Advertising Strategies
Real estate and construction management
Publication details
- Journal / source
- RIBA Publishing eBooks
- Pages
- 13–14
- Publication date
- 30 January 2026
- Language
- EN
- Document type
- Book chapter