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Building Brands - Corporations and Modern Architecture (Hardcover)
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Building Brands - Corporations and Modern Architecture (Hardcover)
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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 facades to bold
modernist expressions. This book examines how clients and
architects together crafted buildings to reflect their company's
brand, carefully considering consumers' 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 Roehm & Haas Building
by Pietro Belluschi, it shows how corporate modernism evolved. In
the 1930s, architecture and branding were separate and distinct and
by the 1960s, they were completely integrated. Drawing on
interviews and original material from corporations' archives, it
examines how company leaders, together with their architects,
conceived of their corporate headquarters not only as the
consolidation of employee workplaces, but as architectural mediums
to communicate their corporate identities and brands.
General
Imprint: |
Lund Humphries Publishers Ltd
|
Country of origin: |
United Kingdom |
Release date: |
October 2020 |
Authors: |
Grace Ong-Yan
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Dimensions: |
250 x 190 x 26mm (L x W x T) |
Format: |
Hardcover
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Pages: |
240 |
ISBN-13: |
978-1-84822-407-0 |
Categories: |
Books >
Arts & Architecture >
Architecture >
General
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LSN: |
1-84822-407-9 |
Barcode: |
9781848224070 |
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