Building Brands

Corporations and Modern Architecture

Building Brands
Grace Ong Yan
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NZ$ 134.14
Our Price:
NZ$ 110.00
Hardback
h250 x 190mm - 240pg
30 Oct 2020 UK
9781848224070
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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 the1930s, 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 theircorporate identities and brands.
Dr Grace Ong Yan is Assistant Professor at Thomas Jefferson University, Philadelphia, USA
Status: Indicates in stock with Supplier
ISBN-13: 9781848224070
Published: 30 Oct 2020
Published In: United Kingdom
Imprint: Lund Humphries Publishers
Publisher: Lund Humphries Publishers
Format: Hardback
Height: 250mm
Width: 190mm
Pages: 240

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