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Building Brands:

The Architecture of Corporate Modernism

ISBN-13: 9781848224070
Publisher: LUND HUMPHRIES PUBLISHERS LTD
Imprint: LUND HUMPHRIES PUBLISHERS LTD
By Grace Ong Yan
Price: AUD $162.00
Stock: 1 in stock
Availability: Order will be despatched as soon as possible.
Local release date: 29/03/2021
Format: Hardback (100.00mm X 100.00mm) 240 pages Weight: 1160g
Categories: History of architecture [AMX]

Description
Google Preview: 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 R+¦hm & 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.; Google Preview content