Architects brand Italian disaster recovery for powerful interests
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Sara Bonati of the University of Genoa, Monia Del Pinto of Loughborough University, and Giuseppe Forino of the University of Salford researched how internationally known architects influence narratives after disasters in Italy.
The team examined projects following earthquakes and other crises over the past fifteen years, finding that these architects often serve political and economic goals beyond rebuilding.
They argue that these “starchitects” participate in “disaster branding,” using their reputations to project an image of effective recovery while potentially obscuring failures in the reconstruction process. The researchers analyzed official project descriptions from the architects’ websites, identifying recurring language focused on themes like rebirth, authenticity, and safety.
They found that these descriptions often framed projects as accelerating recovery and restoring local identity, particularly through the celebration of local traditions and cuisine, like the Amatriciana pasta dish in Amatrice, a town in Italy. However, the study suggests this emphasis on marketable symbols can silence dissenting voices and downplay systemic problems like unemployment and vulnerability. The team also noted that project descriptions frequently highlighted speed and efficiency, presenting rapid completion times as evidence of competence.
While participation from local communities was sometimes included, it often involved groups with direct market interests, rather than broad representation. The researchers warn that this practice can create a false consensus and facilitate gentrification, prioritizing a visually appealing restoration over the needs of all residents. Ultimately, they suggest critically evaluating the benefits of “disaster branding” to understand who truly benefits from post-disaster rebuilding.
