Grace Ong Yan
Building Brands: Corporations and Modern Architecture
Building Brands: Corporations and Modern Architecture
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During the 1930s and 1960s, American corporations built thousands of headquarters, evolving from Beaux-Arts facades to bold modernist expressions. This book examines how clients and architects crafted buildings to reflect their company's brand, considering consumer perception and emotions. It focuses on four American corporate headquarters, showing how corporate modernism evolved from separate architecture and branding to complete integration.
Format: Hardback
Length: 240 pages
Publication date: 30 October 2020
Publisher: Lund Humphries Publishers Ltd
Between the Stock Market Crash and the Vietnam War, American corporations embarked on an ambitious project: the construction of thousands of headquarters across the United States. This era saw a remarkable transformation in the design of corporate headquarters, moving from the ornate Beaux-Arts facades of the past to bold and modernist expressions. This book delves into the intricate relationship between clients and architects, exploring how they collaborated to create buildings that not only served as functional workplaces but also reflected the unique brand and identity of each company. By examining four iconic American corporate headquarters, including 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, the book showcases the evolution of corporate modernism. In the 1930s, architecture and branding were considered separate entities, but by the 1960s, they had seamlessly integrated into a single concept. Through interviews and original material from corporate archives, the book sheds light on how company leaders and architects conceived of their corporate headquarters as architectural mediums to communicate their corporate identities and brands. It explores how these buildings became symbols of power, innovation, and corporate success, shaping the architectural landscape of the United States and beyond.
Weight: 1136g
Dimension: 197 x 257 x 26 (mm)
ISBN-13: 9781848224070
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