Lamia Nassif

These concerns formed the foundation of her doctoral thesis in the Art of Building and Urbanism at the LaCambre-Horta Faculty of Architecture, Université Libre de Bruxelles, entitled “Quand l’architecture devient publicité. Analyse du capitalisme à travers ses paysages. Le Liban : un cas d’étude.” The thesis deals with the relationship between iconic architecture produced in the context of globalisation and the local context.

She thus develops the notion of architecture-as-advertising in order to conceptualise the growing interdependence between the commercial objectives of these real-estate operations and their socio-cultural effects – characteristics specific to the advertising phenomenon, in which the image prevails over reality within a more general logic of commodification of architectural form.