The paper examines the experience of a group of Italian teachers who educate beginner architecture students. Such students are enchanted by the architects belonging to the so-called \u201cstar system\u201d, and are familiar with the computer without having enough exposure to basic design concepts to understand that architecture is not a play but a very serious and ethical profession. The experience referred to by the authors is about their teaching role in a Technology Design Studio in the second year of the architecture degree at the Department of Architecture in Genoa, Italy. The teachers\u2019 purpose is to demonstrate that there is no chronological order between the idea of architecture and its \u201cembodiment\u201d: the earlier design...