“We've never been this vulgar,” says the practice's founding partner Rem Koolhaas, sitting in the building's boardroom, flanked either side by neat men in military denim jackets, like officers from some future fashion police. [...] brazenly conflating G-Star's brand values with their own, aligning their manifestos, house styles, ways of working and even presenting a shared aesthetic of raw industrial chic – with concrete and steel fragments of OMA buildings overlaid on to G-Star models. — theguardian.com
5 Comments
“But we have now come full-circle: our most extreme example of branding actually isn't a logo, but a building.”
Interesting.
Not sure I agree with that. A building usually conforms to the preexisting brand. Can't think of any example of a building that became the brand other than the early drive thru McDonald's.
Branding is to architecture what packaging is to processed foods. A colorful "cereal box" of glass and steel.
The highlight of the article: "Use 90 degrees only. Good luck, Rem"
Hilarious!
Rem is super-quotable, as always. Project looks pretty dull otherwise.
One man's bullshit is another man's delicious soup.
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