Virtues are by definition offering a behavioural script to humans. However, in the 15th and 16th century inanimate buildings are also perceived through a moral lens and described in virtuous terms. This apparent contradiction between architecture and moral virtue will be the focus of my paper, identifying motives and strategies of describing a building as virtuous.

The virtue termed ‘magnificentia’ is often mentioned in relation to architecture. According to the Aristotelian definition of the virtue, architectural patronage is magnificent and virtuous as long as the expenditure remains within the bounds of the decorum regarding the owner, occasion and context. However,  this virtue is also often used to describe architecture itself. Frequently, owners seem to inspire authors to describe a building as virtuous. Rhetoricians seem eager to praise the house as a pars pro toto for the great deeds of the patron. Sometimes the building is even presented as an allegory of the patron, and therefore it also takes the properties of the donor.
In other instances, it is the presence of a morally exceptional human living or having visited the building that renders it magnificent and virtuous. In the descriptions of the building the building is framed so that it fits the status of the guest, but afterwards the building keeps those connotations, therefore the guest also gave the building its virtuous status.
However, there are also authors that associate certain building elements with certain virtues. Magnificentia is according to them in marble and in tall towers. In these texts the virtue moves partially from the realm of morality into the realm of aesthetics, creating an intricate web of meaning that retains elements of both.

There has always been a dark side to the display of virtue. Its troubled history in architecture stretches from the plight of greenwashing back to the tower of Babel. Ostentation comes at a cost, even if those costs are offloaded to the least fortunate in society. Such were the argumentations of the nostalgic authors of Early Stuart England, who saw in the increasing magnificence of buildings, a neglect of the hospitable duties traditionally assigned to the land-owning classes.
Such polemics aimed to direct the virtue-seeking eyes away from the symmetry, scale, and decoration of a building, towards an alternative moral semiology. Open gates, smoking chimneys, luminous kitchens, and ‘a butterie door that turneth often on its hinges’ were all highlighted as signalling the virtue of hospitality. Almost ironically, such an argument against ostentation constituted an alternative mode of virtuous display, one which was being stripped of utility as the manorial economy continued to decline in the wake of nascent capitalism.
But what material traces are left of this moral conundrum? This doctalk holds the moral panic against the architectural evidence. Through analysing the signs of hospitality across numerous country houses, this talk aims to identify trends in typological change, and discusses whether such transformations are the cause or effect of moral panic around the decline of Hospitality.

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