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From: Stephen Lauf
To: archinect discussion board
Subject: branding and architecture
Date: 2004.04.21 12:35
I can see where repetitive design is not necessarily branding, but branding, by its very nature manifests repetition.
For example, the recent PRADA store designs by OMA and H&DeM are not repetitive designs, but nor are they examples of branded architecture. In fact, a careful reading of Projects For Prada Part I demonstrates that the traditional PRADA brading was abandoned and "re-interpreted". The resultant architectural projects are more about anti-branding of architecture and the (so far unsuccessful) attempt to brand the wallet and mind of the PRADA customer.
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