I first new about Marshall McLuhan in 2011. José Carlos Arnal, former Director of the Zaragoza City of Knowledge Foundation, had introduced me to Mariano Salvador, a young local journalist who had just co-organized a remembrance exhibition about McLuhan at the Pratt Center in New York City.
I had no idea at the time that, under such resonant name, terms we were already familiar with, like “global village” or “the medium is the message”, had been coined and so acutely described. Those were the times when we were a small “guerrilla” of avid learners pushing for a shift in the economic model of our city, Zaragoza (Spain), and insanely committed to the launching of the city’s innovation flagship: Etopia Center for Arts and Technology. When Etopia Center finally opened two years later, in June 2013, a 600 square meter media façade wrapped around one of its three gigantic cubes illuminated with digital artworks the departure side of the city’s central station.
I stumbled upon McLuhan’s book Understanding Media on that very same summer of 2013, buried in a heap of books at the old, wood-and-dust smelling Venice’s Libreria Aqua Alta, just a week after having imparted a workshop on open place making with M.I.T. professor Michael Joroff as part of the inauguration activities of Etopia Center. I was so into the reading of place-making urbanists like Jane Jacobs and Jan Gehl at the time that I decided to put momentarily McLuhan aside. I stubbornly wanted to understand cities. Understanding media could wait.
Here is what I was missing. Continue reading