Prêt-à-Former are: Readily available formal tropes with the ability to introduce any design into the inexhaustible stream of architectures poured into the digital magma by web platforms like Archdaily, Designboom, or Dezeen. They are the words of a lingua franca that bridges over the image economy of contemporary architecture; the passkey to an informational infrastructure that sprinkles the surface of the Earth with similar buildings lacking similar goals, programs, or aspirations. They are figurative, adaptable, and trendy but, above all, they are iconic –they burst upon the surface of photographs to capture the fleeting attention of digital audiences.
Prêt-à-Former is: an undeclared condition for design in the age of the web, where style is no longer a temporal marker, but an unpredictable aggregation of likes and affinities.

Lluis J. Liñán

Lluis J. Liñán is a member of rellam, and a PhD candidate and lecturer at Madrid ETSAM.
On Instagram: @rellam__