Corporate architecture

Olivetti was the pioneer of 'business cards made of stone': The concept of corporate architecture emerged with the many buildings by this manufacturer of business products since the 1930s. It includes individual projects ranging from headquarters to production sites and fair booths, as well as company-wide design schemes like the Apple stores around the world.The identity conveyed by the expressive power of architecture and design is intended to express the corporate philosophy. Communication strategies and the control of the interior and exterior image can be very public and obvious or more symbolic and subtle. Featuring very different approaches of architecture as a brand message, the examples from around the world gathered in this volume present the whole scope of this extensive topic.