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Guild House
Introduction
โ€ข The Guild House, a residential building in Philadelphia,
was the first major work by architects Robert Venturi ,
John Rauch and Cope .
โ€ข Guild House was commissioned by the Friends
Neighborhood Guild, as low-income housing for the
elderly and built in 1960โ€“63
โ€ข The building was build in Philadelphia
โ€ข Along with the Vanna Venturi House, it is considered to
be one of the earliest expressions of Postmodern
architecture and helped establish Venturi as one of the
leading architects of the 20th century.
โ€ข Guild House represented a conscious rejection of
Modernist ideals and was widely cited in the subsequent
development of the Postmodern movement.
Guild House
Exterior
โ€ข Guild House is a six-story building with a symmetrical
facade that steps outward to a monumental, classically
ordered entrance pavilion. The facade is anchored by a
thick column of polished black granite and crowned with
a large arched window opening onto the building's
upstairs common area.
โ€ข A large block-letter sign above the entrance spells the
name of the building, while the roof was originally
crowned with an oversize, nonfunctional television
antenna serving as both an abstract sculptural element
and a literal representation of the inhabitants' chief
pastime.
Guild House
Concept
โ€ข This apartment building for seniors with low incomes was
one of the first important works of Robert Venturi and
then mate, John Rauch. The building has become an
emblem of an architectural philosophy that tries to
embrace both conventional classical tradition and โ€œugly
and ordinaryโ€ cheaper and social construction.
โ€ข The front facade respects the line of the street as the
urban layout of the city, although the building is retracted
on the sides. Like the ordinary structures in this
neighborhood, its facade offers an economic aspect of
red bricks with conventional metal window sash. In many
ways it is an โ€œordinaryโ€ building, for many people even
โ€œuglyโ€. In contrast construction fits the context, without
highlighting between the architecture of the
neighborhood.
Guild House
Philosophy
โ€ข Venturi later explained his "decorated shed" philosophy:
"The symbolism of the decoration happens to be ugly and ordinary with a dash of ironic heroic and original, and the shed is
straight ugly and ordinary, though in its brick and windows it is symbolic too"
โ€ข They propose the theory of the โ€œduckโ€ and the โ€œdecorated shedโ€; the duck is the building that is the symbol, and the decorated
shed is the conventional shelter that applies symbols.
โ€ข Arguing that the duck pervades Modern architecture, they cite the Guild House as an example of a decorated shed. Contrasting
the implicit connotative symbolism of orthodox modernism with the explicit denotative symbolism of the Guild House, they
write, โ€œCrawford Manor is ugly and ordinary while looking heroic and originalโ€.
โ€ข Guild House has symbolism attached to it. Such a point of view insists that the use of explicit, denotative symbolism is not
superior to the abstraction of modernism โ€” it is simply more relevant. In the light of this conceptual framework, the building
transforms.
Guild House
โ€ข Interior
โ€ข The building contains 91 apartment units. The
stepped organization of the facade allowed most
of the units to have south, east, or west-facing
windows, giving the inhabitants sunlight and a
view of the street below.
Guild House
structure
โ€ข The structure of the Guild House was built mainly with
dark bricks and flat slabs.
โ€ข The stepped facade organization allows most units on
southwest or southeast facing windows, giving way to
sunshine and views of the street below. The open interior
corridors were designed to create intimate and informal
spaces.
Guild House
Plans
Guild House
Plans
Guild House
Elevation
Guild House

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New Microsoft PowerPoint Presentation (3).pptx

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  • 3. Guild House Introduction โ€ข The Guild House, a residential building in Philadelphia, was the first major work by architects Robert Venturi , John Rauch and Cope . โ€ข Guild House was commissioned by the Friends Neighborhood Guild, as low-income housing for the elderly and built in 1960โ€“63 โ€ข The building was build in Philadelphia โ€ข Along with the Vanna Venturi House, it is considered to be one of the earliest expressions of Postmodern architecture and helped establish Venturi as one of the leading architects of the 20th century. โ€ข Guild House represented a conscious rejection of Modernist ideals and was widely cited in the subsequent development of the Postmodern movement.
  • 4. Guild House Exterior โ€ข Guild House is a six-story building with a symmetrical facade that steps outward to a monumental, classically ordered entrance pavilion. The facade is anchored by a thick column of polished black granite and crowned with a large arched window opening onto the building's upstairs common area. โ€ข A large block-letter sign above the entrance spells the name of the building, while the roof was originally crowned with an oversize, nonfunctional television antenna serving as both an abstract sculptural element and a literal representation of the inhabitants' chief pastime.
  • 5. Guild House Concept โ€ข This apartment building for seniors with low incomes was one of the first important works of Robert Venturi and then mate, John Rauch. The building has become an emblem of an architectural philosophy that tries to embrace both conventional classical tradition and โ€œugly and ordinaryโ€ cheaper and social construction. โ€ข The front facade respects the line of the street as the urban layout of the city, although the building is retracted on the sides. Like the ordinary structures in this neighborhood, its facade offers an economic aspect of red bricks with conventional metal window sash. In many ways it is an โ€œordinaryโ€ building, for many people even โ€œuglyโ€. In contrast construction fits the context, without highlighting between the architecture of the neighborhood.
  • 6. Guild House Philosophy โ€ข Venturi later explained his "decorated shed" philosophy: "The symbolism of the decoration happens to be ugly and ordinary with a dash of ironic heroic and original, and the shed is straight ugly and ordinary, though in its brick and windows it is symbolic too" โ€ข They propose the theory of the โ€œduckโ€ and the โ€œdecorated shedโ€; the duck is the building that is the symbol, and the decorated shed is the conventional shelter that applies symbols. โ€ข Arguing that the duck pervades Modern architecture, they cite the Guild House as an example of a decorated shed. Contrasting the implicit connotative symbolism of orthodox modernism with the explicit denotative symbolism of the Guild House, they write, โ€œCrawford Manor is ugly and ordinary while looking heroic and originalโ€. โ€ข Guild House has symbolism attached to it. Such a point of view insists that the use of explicit, denotative symbolism is not superior to the abstraction of modernism โ€” it is simply more relevant. In the light of this conceptual framework, the building transforms.
  • 7. Guild House โ€ข Interior โ€ข The building contains 91 apartment units. The stepped organization of the facade allowed most of the units to have south, east, or west-facing windows, giving the inhabitants sunlight and a view of the street below.
  • 8. Guild House structure โ€ข The structure of the Guild House was built mainly with dark bricks and flat slabs. โ€ข The stepped facade organization allows most units on southwest or southeast facing windows, giving way to sunshine and views of the street below. The open interior corridors were designed to create intimate and informal spaces.