Deciphering the Iconic: An Inquiry into how Architecture Impacts the Inclusiveness of Cultural Institutions

Public libraries have seen a decline in attendance numbers in recent years, especially among visitors with lower levels of education. Public libraries have also significantly altered their ‘look and feel’ in the last two decades, with many now being housed in buildings with a very contemporary and ‘iconic’ architectural style. Our research explores whether these two developments are connected and how education- and class-based differences regarding the experience of architecture affect the inclusiveness of public libraries. An experimental research design (using Virtual Reality) was developed, allowing us to study what exactly makes buildings and spaces less inviting for certain types of (potential) visitors. Results suggest that lower educated (potential) visitors tend to find ‘iconic’ libraries less recognizable (as libraries) and less inviting, but also that generational effects are important to take into consideration and that some aspects of architecture are experienced and evaluated in a relatively ‘universalistic’ way.