Branded architecture in 3D
In a global competitive field, companies attempt to position themselves with their own corporate identity (CI). A distinctive look aims to attract attention from outsiders. Extraordinary interior design and building layouts are among the most important tools to create an unmistakable identity.
Spectacular architecture can be a landmark radiating prestige, innovation and entrepreneurial spirit. In a way, it’s a placeholder for individual brand values and missions. Seamlessly integrated into the staged world of a brand, corporate architecture is a means for employees to find identity and motivation. It’s a visible message positively adding to the public appeal of companies.
Vitra Campus · Weil am Rhein, Germany
Office furniture manufacturers Vitra from Weil am Rhein in Germany are internationally recognised for their innovative, sustainable design. Covering a broad spectrum of contemporary architecture, the Vitra Campus boasts buildings designed by numerous top names, including Frank O. Gehry from the U.S. (one of the most acclaimed architects in the world), the Iraqi-British star Zaha Hadid and the Japanese architect Tadao Andō. Their experimental work, rich in contrasts, expresses the company’s philosophy of openness and uncompromising modernity. Vitra Campus is a landmark known across the globe as a steadfast symbol of this design-oriented company.
Vitra Campus //
Weil am Rhein, Germany
Mercedes-Benz, BMW and Porsche
Leading German OEMs in the automotive industry identified a need to create meaningful corporate architecture early in their history. Mercedes, BMW, Porsche – you name them, they all like to present themselves in spectacular, unique headquarters and prize-winning museums. All over the world, car makers stand out with their own corporate architecture featuring a brand-specific, ambitious touch. They’ve designed perfect worlds for their demanding international clientele by means of architecture and showrooms.
Mercedes-Benz, BMW and Porsche //
Apple Park · Cupertino, USA
In his lifetime, legendary Apple founder Steve Jobs dedicated many years of work to a detailed plan for the Apple Monument with Foster + Partners architects. The iPhone X was the first product launched and celebrated by a global audience at the Steve Jobs Theater at an event in September 2017.
In Apple Park, a 260,000-sqm construction shaped like a slice of apple with a hole in it was developed to host 12,000 Apple employees. Numerous features developed by the ingenious Steve Jobs have been integrated, some of which pose rather a challenge to the surroundings. They include a lobby without seats, glass walls 50 metres in height, a roof placed on top of the building like a single slice, stairwells made from special concrete and a glass lift rotating during operation. Only a chosen few have had the opportunity to admire the structure from inside. In summary, architecture journalists appear to agree that this creation on Highway 101 is an Apple statement, a monument to Steve Jobs and his legacy.
Apple Park //
Google Headquarters · Mountain View, USA
Google’s headquarters at the Mountain View Office Campus were newly designed by Thomas Heatherwick, a successful architect in worldwide demand, and Bjarke Ingels from Denmark. The plans were submitted to Mountain View City Council in January 2017. Rendered images show a building shaped like a tent with a roof covered by arched metal squares in light and dark grey. The roof will be coated with a finish preventing birds from entering. PV panels and windows letting in natural light have been added, too. In substance, the construction will consist of glass and metal.
The ground floor is planned to host laboratories, cafes and event areas. Offices will be located on the upper floor. Relaxation and communication zones will be integrated in several spots with names such as “Hangout Hill” or “Sculpture Garden.” The entire campus is connected via a “Green Loop,” a footpath connecting inside and outside areas.
Besides room climate, air quality and noise control inside the building, the most striking feature is how flexibly rooms can be redefined and redesigned for different purposes. Thomas Heatherwick says: “Nothing changes faster than Silicon Valley. Therefore, we’re building large hangars suitable for all kinds of purposes. Even if we were all to move to outer space, these halls will come in handy.” (Thomas Heatherwick was interviewed by Nina Trentmann in London, published on 8 October, 2015.)
Google Headquarters //
Mountain View, USA