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Article Excerpt
Abstract
This article discusses architectural branding and leading architectural firms, such as Foster & Partners the Renzo Piano Building Workshop, and the Richard Rogers Partnership, that have achieved the status of international brands. The advantages of branding to architects are described. How much value does a big-name architect actually add to a real estate project? To the extent that a celebrated architect delivers a superior product--a truly better and more efficient building--he will add value to the project, but it is a risk to place a high monetary value on a recognized architectural brand.
The names of architects such as Richard Meier, Robert A. M. Stern, Daniel Libeskind, and Jean Nouvel, have been prominently featured in advertisements for high-end residential properties. Harnessing architectural design in the service of commercial real estate is not new, of course. In the nineteenth century, a firm such as McKim, Mead & White, best known for its mansions, private clubs, and public libraries, frequently designed prestigious commercial buildings, especially banks.
More recently, in the 1970s and 1980s, developers, led by Gerald Hines and George Klein, commissioned A-list architects such as Philip Johnson, I.M. Pei, and Kevin Roche to build office towers. These class-A buildings derived their prestige in great measure from their design quality.
The difference today is that employing a famous architect is not only about adding design value, it is also about adding cachet, since individual architects have achieved a much greater measure of celebrity than in the past. In some cases, their names are so well-known to the public that they have achieved the status of brands. The questions are: how branding came to architecture in the first place, and how much value does a big-name architect actually add to a real estate project.
Personality
What makes an architect into a brand? The British architect Norman Foster built a number of technically sophisticated buildings...
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