Contemporary architecture is even more tied to globalization, marketing strategies and business affairs of governments and building materials industry: this phenomenon is changing how we build and design.
It's not appropriate apply production logics to the creative process; fashion and trends should not lead to create an homogeneous and sterile architecture; architecture's purpose is not to capture tourists and stakeholder but to satisfy users.
To follow fashion and modernity, contemporary architecture has forgotten the historical-cultural-artistic identity of the places and their landscape. Traditional knowledge of arts and crafts, with the use of local materials and techniques, are disappearing.
In this scenario, the rediscovery and contemporary interpretation of the Genius Loci will gives identity to the architectural heritage all over the world: a new sustainable approach to construction process, based on culture, society, environment and economy of the places.