on the rhetoric of the next big thing (supplement)

... // the next big thing is the recurring promise of a new typology that will deliver greater profits and higher consumer satisfaction. shopping experts believe that the right architecture can make a difference in optimizing the retail environment. yet the tacit understanding of the the next big thing is that typology's potential is always short-lived, directly discrediting architecture's conviction that type and permanence go hand in hand. no single type can sustain the new performance demands identified by the face-paced science of shopping. in the world of commercial development, the urgency with which a type is embraced is directly proportional to the inevitability of its obsolescence.

an example /

trumpets
i can hear trumpets

solipsism
euphemism
pessimism
pointilism
flagellism
nihilism

urizel o urizel

negativism
positivism
legalism
asinism
cynicism
terrorism

urizel o urizel

jurism
tourism
neologism
imperialism
cleverism
criticism
cataphatacism
apophatacism
dogmatism
apologeticism
schism
baptism
christening

bells. i can hear bells.

conservatism
liberalism
centrism
socialism
communalism
leninism
marxism
maotseism
communism
trotskyism
fidelism
facism

sunder here navy man

scofistism
kenosisism
pneumatologism
theandricism
synergism
monothelitism
nestorianism
sacerdotalism
theurgism
ecclesiasticalism
eucharisticism
episcopalianism
hesychasticism

aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaah

remain in hell, without despair
o urizel

stop!

i am resplendent in divergence