More than a century ago LA was known for its freeways than its architecture; with its urban expansion directed by the automotive infrastructure. Though still a place defined by its traffic woes, LA is fast assuming the status of an architectural hub with a new centrality in Grand Avenue. Lined with Walt Disney Concert hall and MOCA (Arata Isozaki represent), The Broad and Cathedral of Our Lady of the Angels, the Grand Avenue is now considered the cultural center of the city. This book as the name suggests, goes into the depth of The Broad right from the inception of the idea by Eli and Edythe Broad to the site selection, its cultural significance in the Grand Avenue to the engineering and design of its free-standing complex “Veil”.
The book is ‘broad’ly divided into four sections. It begins with an extremely detailed photo essay by Iwaan Baan, with bonus photos of the storage rooms and other spaces which are inaccessible to the public.It then moves on to cover the Roundtable discussion by Eli Broad (the founder), Elizabeth Diller (Chief architect of the DS+R) Paul Goldberger (Architecture critic of Skyline) and Joanne Heyler (Director of the Broad), where they give insider information about the building.The third segment of the book discusses in depth the very nature of the Broad as an institution and how it is reflected in the building program which is further steered into a more concrete vision by the architects. This is followed by detailed plans and photographs during the construction. The book finally ends with a zoomed-out view of the urban infrastructure surrounding the art gallery with emphasis on the Grand Avenue and The Broad’s significance and relation to its neighbors.
“In case of The Broad, that understatement is deftly strategic – its abstracted column-free acre has a conceptual pedigree, or an intellectual “site-specificity”, unique among southland museums.” This “white cube” hosts in itself an intricate mechanics of art collection which “help shape how Los Angeles and California are viewed by the rest of the world.”