Join Michael Rock?founding partner and Creative Director of 2x4 Inc., and Director of the Graphic Architecture Project at Columbia University?for a look at emerging forms of image production that live in, on, and around architectural space.

Architects have long synthesized diverse disciplines including design, structure, and building systems. Now, however, with eponymous digital media production, these discplines and others previously thought of as "outside" of architecture?such as branding, advertising, promotion, public relations, publishing, display, film, interactive media, and social networking?are now not only more prominent, but often considered primary in the professional development of the built environment. In this context, alternative forms of architectural practice have a greater influence over the public's experience of buildings, landscape, and cities.