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Building Brands: Corporations and Modern Architecture

By (author) Grace Ong Yan

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Price: R 2,042.95

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| book description |

Between the Stock Market Crash and the Vietnam War, American corporations were responsible for the construction of thousands of headquarters across the United States. Over this time, the design of corporate headquarters evolved from Beaux-Arts faÃ§ades to bold Modernist expressions. This book examines how clients and architects together crafted buildings to reflect their companyâ€™s brand, carefully considering consumersâ€™ perception and their emotions towards the architecture and the messages they communicated. By focusing on four American corporate headquarters: the PSFS Building by George Howe and William Lescaze, the Johnson Wax Administration Building by Frank Lloyd Wright, Lever House by Skidmore, Owings & Merrill and the RÃ¶hm & Haas Building by Pietro Belluschi, it shows how design devices of sign, fame, form and material brought company messages to the public. Drawing on original material from corporationsâ€™ archives,Â Building BrandsÂ brings new insights to corporate Modernism by examiningÂ how company leaders, together with their architects, conceived of their headquarters not only as the consolidation of employee workplaces, but as architectural mediums to communicate their identities and brands.