This isn’t really new information, but it is interesting to see how advertising can take on many shapes and sizes. Advertising’s ‘bread and butter’ foundation is print and web. But what about other mediums or alternatives. Architecture has over the past few decades has been used more and more to reflect one’s brand and to even goes as far to scream it from the rooftops!
Examples of architectural advertising? Let’s look at luxury fashion brands. If you see those bespoke creations, whether it’s Rem Koolhaas’ Prada store in LA or Massimiliano & Doriana Fuksas’ Armani boutique in NYC, brands nowadays pay architects to create inhabitable spaces that embody the objectives, the values, the essence of that brand. There are many, MANY fashion boutiques (e.g. Longchamp Spring St, NYC) department stores (Louis Vuitton Champs-Elysees, Paris) and even skyscrapers proving this (Maison Hermes, Tokyo).
(Top left to bottom right: Prada LA, Giorgio Armani NYC, Louis Vuitton Champs-Elysees & Maison Hermes Tokyo)
Other brands and industries invest heavily in architectural advertising & branding. Look at the technology industry for example. Let’s look at Google, have you seen the pictures from inside their Googleplex facility? Like a built-in playground with built-in slides, an indoor blowing alley, swimming pools, volleyball courts, ‘conference bikes’ & replicas of the SpaceShipOne & a T-Rex…say what?! And Apple are currently building their monolith architectural marvel that will be their new home. Looking like something out of Star Trek, the nicknamed ‘Spaceship’ building will feature an underground carpark & auditorium, a semi outdoor restaurant, kitted out with solar panels, as miles worth of cycling and jogging paths, a fitness centre and 176 acres of land. What does this say about these companies and their brand though? (Besides having more money than follicle hair) That their pioneers, in tech, in innovation, aren’t afraid to have some fun (Google) and aren’t afraid to their dominance irrefutable (Apple). With all these perks, it’s like they don’t want their workers to go home (It’s totally what they want, Google even as a free laundry facility for crying out loud!)
(Top left to bottom right – Googleplex interiors, Apple’s new HQ rendering, Googleplex ballpit, Apple’s outdoor facilities render)
But yes, using architectural and interior design to further push your brand experience, identity or ambitions is something that usually companies do if they can afford it. But it is interesting when you do look at certain companies and institutions, from banks to universities, to luxury retailers to the automative manufacturers, architectural advertising/branding is probably about as big-scale as it gets!