Brutalism Is Ready For Its Makeover

BRUTALISM IS READY FOR ITS MAKEOVER Meanwhile, in Boston: 3 architects have written a new book as part of an effort to rebrand Brutalism. The style’s new name? Heroic architecture: “Obviously, ‘Brutal’ is not a good brand,” says Chris Grimley. “‘Brutal’ is fundamentally a negative, whereas with ‘Heroic’, some people take it as a rah-rah but we see it as a much more nuanced phrase that complicates the project in a number of ways.” [CityLab]