Overview

What can innovative, highly experimental and brand oriented architecture achieve today? The answers here are formulated by architects, construction engineers and marketing experts using two examples from the International Motor Show, Frankfurt. For some years the architecture of buildings has been discovered as a potential form of brand communication. The automobile industry in particular has made use of such communicative architecture to give expression to brand image. This book investigates the underlying concepts and processes by examining the pavilions of two makes of car - BMW and the Mini - at the International Motor Show in Frankfurt. Their pavilions, Dynaform + Cube were designed using High-End software to create free-form shapes. The realisation of these forms proved highly challenging, but just a few years such utopian designs would have been considered impossible to build. Eighteen authors have contributed generously illustrated reports; architects and engineers have shed light on the plans, structures, the construction, and also on the less tangible furnishings such as the films; marketing experts explain the significance of architecture in brand communication. With in excess of 600 colour illustrations and an accompanying CD Rom containing video sequences from the projects, this publication will be of interest to readers active in architecture, the construction industry and marketing.

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9783764366568

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