Abstract:

In building a stronger knowledge of classical and classical-inspired architecture, The Form Study Studio in the Cluj-Napoca Faculty of Architecture and Urban Planning has imagined several exercises meant to associate cultural and educational issues. While history of architecture is seen as a fundamental subject for the profession, the need to further expand the theoretical notions into practical work came as a natural result. One of the recent experiments held with the first-year architecture students involved the association of building elements belonging to classical architecture with contemporary images, in creating an advertisement for an imaginary product. The experiment called for deep research to discover the meaning of the “classic” term from an architectural, cultural and social perspective. The paper showcases the phases of the project, focusing on the constant oscillation between architecture and graphics, the cultural and the social meanings embodied in the advertisement poster.

Keywords:

Architecture, history, classical, advertisement, student, cultural, experiment.