It is evident, as per Kondriatev famous waves, that the world undertakes paradigmatic technological changes that drastically affect the fabric of our lives. Despite that these waves or cycles are getting increasingly shorter; the architecture production of today seems to be lagging. If architecture is about an expression and reflection of any culture, then it becomes urgent for us to change and adapt our practice to the changing conditions of our time. By re-questioning architecture production of today and challenging established ideas, we can create a better environment that befits our own social needs and answer to our environmental challenges- otherwise why else do we need architects and architecture? Architecture can't be anymore about building beautiful and functional volumes: it has to be responsible and intelligent based on the needs and cultural particularities of a certain society. Form is ephemeral; ideas remain: they are eternal. This presentation illustrates the quest towards these ideals