MODERN ARCHITECTURE AND VISUAL IMAGE OF THE CITY

The aim of the article is to highlight the actual trends associated with architectural construction and identify ways of forming a visual image of a modern city. The solution to this goal involves not only the analysis of certain unique architectural structures, but also the outline of the existing visual practices in the city which correlate with the urban landscape. The research methodology is connected with the use of the method of synthe- sis, the use of tools of cultural analysis. The most extraordinary buildings are rarely residential buildings, much more often they are intended for public use. Their very essence is con- nected with publicity and attraction of a considerable quantity of visitors, tourists. These can be museums, libraries, concert halls, stadiums, shop- ping malls. In addition to these structures, extremely impressive structures are created in the field of transport – bridges, railway stations. The re- equipment of old objects and the creation of new ones becomes such that necessarily creates an occasion for communication, becoming a part of the media. In architecture there is a desire to circumvent the principle of statics that was inherent to it. Manifestations of this tendency in architecture were attempts to "revitalize" the building, giving them mobility through structures that visually convey the idea of fluidity (asymmetric structures, often deprived of straight angles with the prevalence of rounded parts). Creating the effect of architectural variability arises not only at the expense of innovative constructions, but also due to the equipment of the buildings by media facades, which perform as a purely aesthetic and advertising function, providing the opportunity to represent buildings in fundamentally different visual images. Scientific novelty consists in highlighting the specifics of architectural constructions claiming the status of "art" and visual practices that in- teract with them directly. The conclusion is made about the transformation of a modern city. The practical significance of the study is that features of the development of modern architectural constructions are presented and the factors influencing the formation of the visual image of the city are highlighted.