Building Brands

Building Brands
Title Building Brands PDF eBook
Author Grace Ong Yan
Publisher Lund Humphries Publishers Limited
Pages 208
Release 2021-04
Genre Architecture
ISBN 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 Röhm & 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.

Building Character

Building Character
Title Building Character PDF eBook
Author Charles L. Davis II
Publisher University of Pittsburgh Press
Pages 305
Release 2019-09-06
Genre Architecture
ISBN 0822986639

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In the nineteenth-century paradigm of architectural organicism, the notion that buildings possessed character provided architects with a lens for relating the buildings they designed to the populations they served. Advances in scientific race theory enabled designers to think of “race” and “style” as manifestations of natural law: just as biological processes seemed to inherently regulate the racial characters that made humans a perfect fit for their geographical contexts, architectural characters became a rational product of design. Parallels between racial and architectural characters provided a rationalist model of design that fashioned some of the most influential national building styles of the past, from the pioneering concepts of French structural rationalism and German tectonic theory to the nationalist associations of the Chicago Style, the Prairie Style, and the International Style. In Building Character, Charles Davis traces the racial charge of the architectural writings of five modern theorists—Eugene Emmanuel Viollet-le-Duc, Gottfried Semper, Louis Sullivan, Frank Lloyd Wright, and William Lescaze—to highlight the social, political, and historical significance of the spatial, structural, and ornamental elements of modern architectural styles.

Modern Kyoto

Modern Kyoto
Title Modern Kyoto PDF eBook
Author Alice Y. Tseng
Publisher University of Hawaii Press
Pages 0
Release 2018-10-31
Genre History
ISBN 9780824873752

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Can an imperial city survive, let alone thrive, without an emperor? Alice Y. Tseng answers this intriguing question in Modern Kyoto, a comprehensive study of the architectural and urban projects carried out in the old capital following Emperor Meiji’s move to Tokyo in 1868. Tseng contends that Kyoto—from the time of the relocation to the height of the Asia-Pacific War—remained critical to Japan’s emperor-centered national agenda as politicians, planners, historians, and architects mobilized the city’s historical connection to the imperial house to develop new public architecture, infrastructure, and urban spaces. Royal births, weddings, enthronements, and funerals throughout the period served as catalysts for fashioning a monumental modern city fit for hosting commemorative events for an eager domestic and international audience. Using a wide range of visual material (including architectural plans, postcards, commercial maps, and guidebooks), Tseng traces the development of four core areas of Kyoto: the palaces in the center, the Okazaki Park area in the east, the Kyoto Station area in the south, and the Kitayama district in the north. She offers an unprecedented framework that correlates nation building, civic boosterism, and emperor reverence to explore a diverse body of built works. Interlinking microhistories of the Imperial Garden, Heian Shrine, Lake Biwa Canal, the prefectural library, zoological and botanical gardens, main railway station, and municipal art museum, among others, her work asserts Kyoto’s vital position as a multifaceted center of culture and patriotism in the expanding Japanese empire. Richly illustrated with many never-before-published photographs and archival sources, Modern Kyoto challenges readers to look beyond Tokyo for signposts of Japan’s urban modernity and opens up the study of modern emperors to incorporate fully built environments and spatial practices dedicated in their name.

Building Modern Turkey

Building Modern Turkey
Title Building Modern Turkey PDF eBook
Author Zeynep Kezer
Publisher University of Pittsburgh Press
Pages 365
Release 2015-12-29
Genre Architecture
ISBN 082298119X

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Building Modern Turkey offers a critical account of how the built environment mediated Turkey's transition from a pluralistic (multiethnic and multireligious) empire into a modern, homogenized nation-state following the collapse of the Ottoman Empire at the end of World War I. Zeynep Kezer argues that the deliberate dismantling of ethnic and religious enclaves and the spatial practices that ensued were as integral to conjuring up a sense of national unity and facilitating the operations of a modern nation-state as were the creation of a new capital, Ankara, and other sites and services that embodied a new modern way of life. The book breaks new ground by examining both the creative and destructive forces at play in the making of modern Turkey and by addressing the overwhelming frictions during this profound transformation and their long-term consequences. By considering spatial transformations at different scales—from the experience of the individual self in space to that of international geopolitical disputes—Kezer also illuminates the concrete and performative dimensions of fortifying a political ideology, one that instills in the population a sense of membership in and allegiance to the nation above all competing loyalties and ensures its longevity.

Translucent Building Skins

Translucent Building Skins
Title Translucent Building Skins PDF eBook
Author Scott Murray
Publisher Routledge
Pages 202
Release 2013-05-07
Genre Architecture
ISBN 113623568X

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Exploring the design of innovative building enclosure systems (or skins) in contemporary architecture and their precedents in earlier twentieth century modern architecture, this book examines the tectonics, the history and the influence of translucency as a defining characteristic in architecture. Highly illustrated throughout with drawings and full colour photographs, the book shows that translucency has been and continues to be a fertile ground for architectural experimentation. Each chapter presents a comparative analysis of two primary buildings: a recent project, paired with a historical precedent, highlighting how architects in different eras have realized the distinctive effects of translucency. The included buildings span a variety of program types, ranging from a single-family residence, to a factory, to a synagogue. Whether it is Pierre Chareau’s glass-lens curtain wall at the Maison de Verre, Frank Lloyd Wright’s wall of stacked glass tubes at the Johnson Wax Research Tower, or Peter Zumthor’s use of acid-etched glass in a double-skin envelope at the Kunsthaus Bregenz, the included projects each offer an exemplary case study of innovations in materiality and fabrication techniques. Today, among many contemporary architects, there is an engagement with new technologies, new material assemblies, and new priorities such as sustainability and energy-efficiency. A resurgent interest in translucency as a defining quality in buildings has been an important part of this recent dialogue and this book makes essential reading for any architect looking to incorporate aspects of translucency into their buildings.

Modern Architecture

Modern Architecture
Title Modern Architecture PDF eBook
Author Otto Wagner
Publisher Getty Publications
Pages 202
Release 1988
Genre Architecture
ISBN 0226869393

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In 1896, Otto Wagner's "Modern Architecture" shocked the European architectural community with its impassioned plea for an end to eclecticism and for a "modern" style suited to contemporary needs and ideals, utilizing the nascent constructional technologies and materials. Through the combined forces of his polemical, pedagogical, and professional efforts, this determined, newly appointed professor at the Vienna Academy of Fine Arts emerged in the late 1890s - along with such contemporaries as Charles Rennie Mackintosh in Glasgow and Louis Sullivan in Chicago - as one of the leaders of the revolution soon to be identified as the "Modern Movement." Wagner's historic manifesto is now presented in a new English translation - the first in almost ninety years - based on the expanded 1902 text and noting emendations made to the 1896, 1898, and 1914 editions. In his introduction, Dr. Harry Mallgrave examines Wagner's tract against the backdrop of nineteenth-century theory, critically exploring the affinities of Wagner's revolutionary élan with the German eclectic debate of the 1840s, the materialistic tendencies of the 1870s and 1880s, and the emerging cultural ideology of modernity. Modern Architecture is one of those rare works in the literature of architecture that not only proclaimed the dawning of a new era, but also perspicaciously and cogently shaped the issues and the course of its development; it defined less the personal aspirations of one individual and more the collective hopes and dreams of a generation facing the sanguine promise of a new century

Building the Cold War

Building the Cold War
Title Building the Cold War PDF eBook
Author Annabel Jane Wharton
Publisher University of Chicago Press
Pages 268
Release 2001
Genre Architecture
ISBN 0226894207

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In postwar Europe and the Middle East, Hilton hotels were quite literally "little Americas." For American businessmen and tourists, a Hilton Hotel—with the comfortable familiarity of an English-speaking staff, a restaurant that served cheeseburgers and milkshakes, trans-Atlantic telephone lines, and, most important, air-conditioned modernity—offered a respite from the disturbingly alien. For impoverished local populations, these same features lent the Hilton a utopian aura. The Hilton was a space of luxury and desire, a space that realized, permanently and prominently, the new and powerful presence of the United States. Building the Cold War examines the architectural means by which the Hilton was written into the urban topographies of the major cities of Europe and the Middle East as an effective representation of the United States. Between 1953 and 1966, Hilton International built sixteen luxury hotels abroad. Often the Hilton was the first significant modern structure in the host city, as well as its finest hotel. The Hiltons introduced a striking visual contrast to the traditional architectural forms of such cities as Istanbul, Cairo, Athens, and Jerusalem, where the impact of its new architecture was amplified by the hotel's unprecedented siting and scale. Even in cities familiar with the Modern, the new Hilton often dominated the urban landscape with its height, changing the look of the city. The London Hilton on Park Lane, for example, was the first structure in London that was higher than St. Paul's cathedral. In his autobiography, Conrad N. Hilton claimed that these hotels were constructed for profit and for political impact: "an integral part of my dream was to show the countries most exposed to Communism the other side of the coin—the fruits of the free world." Exploring everything the carefully drafted contracts for the buildings to the remarkable visual and social impact on their host cities, Wharton offers a theoretically sophisticated critique of one of the Cold War's first international businesses and demonstrates that the Hilton's role in the struggle against Communism was, as Conrad Hilton declared, significant, though in ways that he could not have imagined. Many of these postwar Hiltons still flourish. Those who stay in them will learn a great deal about their experience from this new assessment of hotel space.