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Conspiricy Theory

Word Deployment Program’s First Success

I.W. Mon 9th Nov ’09


Click to enlarge our word. Which we coined. Here.

In something of a nomenclatural coup, SLAB’s neologism “brutiful” has made its way into issue 195 of Arch+ magazine as the headline for an interview with Arno Brandlhuber.

Elsewhere in the media, fellow SLAB correspondent Miller has been quoted in the Berlin daily newspaper taz, where he voices his concerns about the imminent “chichification” of Brunnenstraße.

The deployment of new words into the wider media landscape has always been one of SLAB’s express aims.


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3 Responses to “Word Deployment Program’s First Success”

  1. O.M. writes:

    Wow that interview with Brandlhuber in arch+ reads like a late summer mushroom trip. They got someone proof reading the articles over there?!?

    But I like their expression “rigorose Fuck-the-context-Haltung”. They’re all going gonzo now, cool.

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  2. A. Bauhoff writes:

    Have you guys ever tried to google the neologisms you claim to be your invention?
    “Brutiful” is a widely used urban slang. See for example:
    http://www.urbandictionary.com/define.php?term=brutiful
    It’s not even that new.

    I have read the interview, too. What do you mean by “summer mushroom trip”? I find it rather very helpful to understand the architects thinking. It’s something that has evolved over a long time in his career and not a one-off. As an architect I thought it was a rare case of real conversation and not this kind of interview you usually get in magazines without anybody saying anything substantial.

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  3. KE writes:

    Hi A. Bauhoff,

    thanks for your words of criticism. In answer to your question, no: we have never tried to google the words we claim to have invented. We check facts, not claims.

    Further, I have no idea what my colleague meant when he said that the Arch+ article reads like a “summer mushroom trip”. I do know, however, that he read the online version and not the print version, and may have been having difficulty with the following:

    “Dazu zählt unter anderem FraNikolaus Kuhnert Gehrys Fassade der DZ BaNikolaus Kuhnert am Pariser Platz.”

    or

    “Gleichzeitig gArno Brandlhuber es Arno Brandlhuberer weitere, zum Teil ganz genaue Festlegungen für das BauvorhArno Brandlhuberen.”

    If you have any numbers which back your own claims that “Brutiful” is “widely used” and “not even that new”, we would be happy to publish them.

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