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Joel Epstein

Joel Epstein

Posted: January 13, 2011 06:52 PM

Let's make this quick so I can get back to my usual topic -- the importance of expanding public transportation in LA and why we need Metro's 30/10 Initiative as soon as possible.

I'm shifting gears for a moment because earlier this week I read and was really disgusted by Nicolai Ouroussoff's review in the New York Times of the proposed design for The Broad. In case you missed the Ouroussoff article and the dozens of other columns that have been written about it, The Broad is Eli and Edye Broad's planned art museum scheduled to rise on Grand Avenue in downtown LA. With so much of the country's focus on the importance of civility in the wake of the Tucson shootings, I had to read the piece twice to be certain I hadn't missed its gratuitously hostile tone.

As much as I love architecture, I don't pretend to know what I am talking about in critiquing a building design. Presumably Ouroussoff does. After all, he is an architecture critic for the New York Times, the country's paper of record. But while I don't know architecture, I do know a hatchet job when I see one. And that is what Ourousoff has written.

It's one thing to criticize a design. It's another, as Ouroussoff and the asleep-at-the-wheel editors at the New York Times have done, to skewer a civic philanthropist and art patron who has contributed much to LA.

Here's Ouroussoff on Broad: "Despite the tens of millions he has poured into the city's art institutions, Mr. Broad's reputation as a cultural patron is, to put it politely, subpar..."

And a bit later, on Broad's "urban ideal," Ouroussoff writes, "...[T]o the degree that he has one [an urban ideal], [it] seems to be based on the Upper East Side of Manhattan or on central Paris -- models that, however attractive, have little to do with Los Angeles's sprawl."

Really? Take a look at the architect's rendering of The Broad and think about the Upper East Side and central Paris. One may not like the honeycomb design, but I don't remember anything from my years in New York and Paris that reminds me of The Broad or of Grand Avenue now, or as reimagined by Mr. Broad.

In closing, Ouroussoff takes his final shot at Broad and the architects Diller Scofidio for ditching "a parking entry at ground level along Second Street, which would have cut underneath the lobby and spiraled down to the underground parking." The critic goes on to call this "a crucial dimension to the narrative: the interweaving of pedestrian and automotive life that is central to the experience of Los Angeles generally, and of Grand Avenue in particular, with its views onto nearby freeways."

Huh? I don't know much about the narrative, but I do know that "pedestrian" and "automotive life" go together in the same sentence in a piece about LA about as much as "Ouroussoff" and "evenhanded" do when it comes to assessing Mr. Broad.

As well as he writes when he is focused on architecture, Ouroussoff's review of Broad, the museum and Broad the patron, isn't worth the paper and pixels it is written on.

Without Broad, who was critical in the realization of Disney Hall when things bogged down in construction, you could count on one hand the number of pedestrians one saw in a day on Grand Avenue. And how long has it been since the pilloried patron pulled a similar rabbit out his hat in saving MOCA from fading from the LA arts scene?

I don't need a parking entry at The Broad's ground level and I won't miss it. I love The Broad even if I don't understand it. And I look forward to getting there and to other destinations downtown that Broad the patron has made possible, on Metro.

Yours in transit,
Joel

 
 
 

Follow Joel Epstein on Twitter: www.twitter.com/thejoelepstein

Let's make this quick so I can get back to my usual topic -- the importance of expanding public transportation in LA and why we need Metro's 30/10 Initiative as soon as possible. I'm shifting gears...
Let's make this quick so I can get back to my usual topic -- the importance of expanding public transportation in LA and why we need Metro's 30/10 Initiative as soon as possible. I'm shifting gears...
 
 
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thebigbike
ran away to be a cowboy
11:26 PM on 01/23/2011
you're entitled to your opinion of the Broad and of Ourousoff, and I am equally entitled to look in dismay at the exterior packing material wrapping like the stuff that goes around asian pears, "expanded foam, and at the ingress egress that still looks like the body parts that take in nutritment and emit the processed remander. maybe its the inadequate photos?
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Joel Epstein
Communications and public affairs consultant
10:38 AM on 01/24/2011
Thanks for your comments. Reminds me of Graham Greene's Our Man in Havana which if you haven't read it features a guy who becomes a valued spy by sending his handler drawings of vacuum cleaners made to look like futuristic military hardware.
12:00 PM on 01/18/2011
I'm actually a fan of Nicolai Ouroussoff's reviews, and while I may not always agree with his take on things, he does make some good points. While I can understand you taking offense at his criticisim of Broad and his contributions, I do think many of his assessments appear to be valid. I just came back from Paris and was in awe of not just the art I saw, but the sensitivity in which it was displayed and hung. I am some what disappointed in LACMA and think we Angelinos deserve first class museums. Let's not be Polyannas and gush over this architecture before we know how it will function.

On a final note, I am shocked at the fact that the light in this building will not be coming from the North. This is something so basic when it comes to viewing art.
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Joel Epstein
Communications and public affairs consultant
12:47 PM on 01/18/2011
Thanks for reading and for your comments. Agree 100 percent that Ouroussoff is a good critic. All I am saying here is, stick to the architecture and lay off the patron, as personally objectionable as you may find him. From my piece: "As well as he writes when he is focused on architecture, Ouroussoff's review of Broad, the museum and Broad the patron, isn't worth the paper and pixels it is written on..."

Since LACMA can't do the massive Broad collection justice I look forward to having a museum here in LA that will display it properly.
01:22 PM on 01/18/2011
I hope the art will be displayed properly, especially since natural light will be filtering into the space.

As far as LACMA is concerned I think (and I have to say that I am no architecture critic) that for me Piano's addition is a bit of a disappointment only because he does such brilliant and interesting work. Frankly I wish they could have done an entire redo or revamp of LACMA since all these structures that make up LACMA have no cohesion.
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03:01 PM on 01/16/2011
In 2011, it is incredibly irresponsible to build any structure that is not net zero for heating, cooling, electricity and water. With all the millions being poured into this monument to an individual, could we at least have a bit of REAL civic responsibility? Net zero - show everyone it can be done.
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01:36 AM on 01/17/2011
I'm interested, seriously. How would you do it in LA, on this building specifically?
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11:33 PM on 01/17/2011
Hire engineers who specialize in net zero buildings like the Passivhaus designs, and have them handle the functional design aspects and manage the decorations around that. There are LOTS of buildings that are net zero and plenty that are even net-exporters of power, including office buildings. It is already being done, you would just have to care about civic responsibility more than you care about fashion...
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Joel Epstein
Communications and public affairs consultant
12:32 PM on 01/17/2011
Thanks for reading and for the suggestions.
06:08 PM on 01/14/2011
Eli Broad has done a lot for Los Angeles but the problem is when one man begins to have such a pervasive influence on the city's cultural landscape. And why, at the end of the day, is he trying to compete with the institutions he's supported for so long? Ouroussoff brought up very strong points; it's important to be critical of philanthropy sometimes.

More thoughts at: http://jamesfrancomatters.wordpress.com/
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Joel Epstein
Communications and public affairs consultant
06:35 PM on 01/14/2011
Thanks for reading and for sharing the link. Enjoyed reading your review. No doubt there are problems with the Grand Avenue location for now. But Grand and downtown generally have changed greatly in recent years and will only get better going forward. Additionally, at least the Broad will be somewhat Metro accessible, which is more than one can say for the Getty. I didn't miss Broad's tensions with LACMA but given the size of the Broad collection it will be nice to have a museum in town where so much more of it can be seen by the public. That certainly wouldn't have happened at LACMA, even with BCAM. I found the Times' review snarky. Thanks again for sharing.
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01:45 AM on 01/27/2011
I am curious, try as I might, I have not found one thing Broad has done for the city of Los Angeles that did not improve his own financial condition, one way or the other. The museum is merely one in a long list of things that seem to be what they are not. Now, the city is sending $45 million from the CRA and I find that typical of Broad.....this emperor appears to have expensive clothes that few see...
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03:34 PM on 01/27/2011
oops, now, the city is upping it to $52 million....This is how billionaires are made and politicians reimbursed......
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FTracy3
My micro-bio is as empty as the rest of my life.
12:30 AM on 01/14/2011
Shouldn't it be "I love the broad even if I don't understand her?"
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Joel Epstein
Communications and public affairs consultant
10:42 AM on 01/14/2011
Thanks for the edit and thanks for reading!
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antaeus
Marriage Equality Is Here
07:55 PM on 01/17/2011
Brilliant catch.