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Architecture tends to be considered as a three dimensional discipline. However, since the appearance of mass media, the presence of architecture and its compositional values in the two-dimensional press releases should not be ignored. For that reason, nowadays, is interesting to explore if and in which way editorials implement architectural tools and references to influence consumer’s behavior and subsequently the mechanisms of production and evolution of society. This analysis will be mainly focused on decoration magazines and especially on these which refer to the general public, narrowing the examples to two traced from Greece. Continuously, the definition of the notion of “lifestyle” according to the marketing theories will allow the contemplation on how specific ways of life can be connected to certain decorative styles and how can this finally be perceived from one’s social surroundings. It is important to note that the key point for this analysis is the idea of the “myth” as it was developed by Roland Barthes (Barthes 1991). Furthermore, it has to be noted that the indirect messages transmitted to a reader, which are homogenously integrated in the flow of content will be used as the base point of the analysis. According to Jean Baudrillard, in our days the way you choose to launch a product has the same importance as the product itself (Baudrillard 1987) so in this case how a message is transmitted (a situation which needs a transmitter and a receiver) as well as the connotations within it need to be explored. Finally, certain keys-readings, such as the theories of semiotics, the analysis of the bourgeoisie by the Frankfurt School, as well as the modern theories of marketing can be crucial for understanding this process and its consequences.

Barthes, Roland. 1991. Mythologies. Annette Lavers trans. New York: The Noonday Press-Farrar, Straus and Giroux.

Baudrillard, Jean. 1998. The Consumer Society: Myths and Structures. Chris Turner trans. Nottingham: Nottingham Trent University and Theory, Culture & Society.

Over the centuries, Architecture has gone through series of developments, changes, improvements. Architects have always been romanticized or criticized on the way they perceive architecture, which led to the term “Architectural Style”. Architectural style can also be defined as a way of classifying architecture that gives emphasis to characteristic features of design. The industrial revolution of late 18^th century made a huge impact on the construction industry, which completely changed the architecture practiced then. With the advance in technology and materials, several new styles emerged throughout the globe.

Given this context, some of the important styles or the encouraging ones discussed here are Modernism, Post Modernism, and Deconstructionism. As the 21st century brought a new era for Architectural design, CAD programs have evolved together with the idea of Form Finding. A new style of architecture born- Parametricism. But with this advent, the architectural sense seems to be losing its place in the entire design process. The conventional hand sketch has transformed to become complicated forms represented in renders, making the mere representation tools overtake the brains.

What is parametricism actually? Does it have any guiding principles? Is it economical? Can it become a unified style for the 21^st century?

This essay describes and examines the impact of digital technologies on the relations of design and manufacturing processes on behalf of a view of digital technologies through developments in modeling capabilities, manufacturing techniques, material science, and design strategies. The digital era reached by the technological developments in different fields of science influenced the field of architecture, just like the others. So a new kind of spatial and tectonic quality in architecture is emerging with the lately introduced design tools and materials that are new to the building industry, while redefining the role of architect in this current time. The evolutionary processes of Contour Crafting and D-Shape, being the newest processes in 3D printing in architecture, are represented with realized examples and ideas that may one day be realistic, and if these technologies in the future can be the constructing methods for all buildings, and what is the roll of the architect in the process.

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