After an introduction by Jeffrey Allsbrook, Ole Bouman, the editor and chief of Archis magazine offers his solution to architecture’s loss of relevancy. His diagnosis is that built architecture is too slow, and occurs at the level of the intellect. In order to compete with other ideas, architecture has to operate at the emotional level, so media, and specifically his magazine Archis can be employed to tease out the architecture of our daily world, bypassing the need for physical building.