Taschen's Influence on Museum Architecture in Central Asia

Thibaut de Ruyter argues that Taschen's publishing empire shapes architectural choices in Central Asia, exemplified by Tadao Ando's selection for the National Museum of Art in Tashkent, Uzbekistan. Ando was invited directly without a competition, a decision de Ruyter attributes to his alphabetical prominence in Taschen's architecture books. The article critiques how oligarchs and politicians in former Soviet republics use art and architecture as status symbols, often relying on Taschen's glossy portfolios rather than substantive knowledge. De Ruyter notes that Taschen's affordable beginnings have evolved into a luxury brand influencing taste among the wealthy, who favor names like Jeff Koons, Ai Weiwei, and Olafur Eliasson. He cites Zaha Hadid's cultural center in Baku as further evidence of Taschen's reach. While acknowledging his own collection of Rem Koolhaas's Taschen publications, de Ruyter calls for the publisher to promote less accessible creators.