A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Apple by Foster, Reinventing Patrimony
It is interesting to see how, in a context where identity and virtuality have ever greater significance, digital corporations use architecture and its representation as a defining element of their own entity as trademark.
These big dotcom companies are affecting architecture, through work on emblematic buildings, converting them into icons that show their economic power and the questions that define them.
The case of Apple is paradigmatic, and is linked to both the participation of Steve Jobs in the creation process of the Apple identity as well as the whole set of designs that constitute their products. When the company considered the creation of a network of stores, they were understood and developed as another Apple product. Taking the example of Foster, we see how his approach and that of the company, were not only not contradictory, but are in fact complementary.
This paper focuses on Apple stores in historical buildings, with “the brand” Foster, in which technology was used as a form of expression in the restoration or, shall we say, in the neo-use. Buildings that take on a new identity, while their historical value is revalued.
Apple by Foster, Reinventing Patrimony
It is interesting to see how, in a context where identity and virtuality have ever greater significance, digital corporations use architecture and its representation as a defining element of their own entity as trademark.
These big dotcom companies are affecting architecture, through work on emblematic buildings, converting them into icons that show their economic power and the questions that define them.
The case of Apple is paradigmatic, and is linked to both the participation of Steve Jobs in the creation process of the Apple identity as well as the whole set of designs that constitute their products. When the company considered the creation of a network of stores, they were understood and developed as another Apple product. Taking the example of Foster, we see how his approach and that of the company, were not only not contradictory, but are in fact complementary.
This paper focuses on Apple stores in historical buildings, with “the brand” Foster, in which technology was used as a form of expression in the restoration or, shall we say, in the neo-use. Buildings that take on a new identity, while their historical value is revalued.
Apple by Foster, Reinventing Patrimony
Springer ser. in des. and Innovation
Agustín-Hernández, Luis (editor) / Vallespín Muniesa, Aurelio (editor) / Fernández-Morales, Angélica (editor) / Escoda Pastor, Carmen (author) / Alhelal, Abdulhadi Jawad I. (author) / Fort Mir, Josep (author)
Congreso Internacional de Expresión Gráfica Arquitectónica ; 2020 ; Zaragoza, Spain
2020-05-12
12 pages
Article/Chapter (Book)
Electronic Resource
English
Reinventing the Sky-Scraper - Commerzbank Headquarters, Frankfurt, by Foster and Partners
| British Library Online Contents | 1998
Architectural patrimony in the graphical representation of the Voisin Plan
| BASE | 2016
Specters of Industry: Adaptive Reuse in Paris as Industrial Patrimony
| Online Contents | 2009
Architectural patrimony in the graphical representation of the Voisin Plan
| BASE | 2016