Grace Ong Yan, "Building Brands: The Architecture of Corporate Modernism" (Lund Humphries, 2021)

New Books in American Studies · Jul 8, 2021 · 34m

Between the Stock Market Crash and the Vietnam War, American corporations were responsible for the construction of thousands of headquarters across the United States. Over this time, the design of corporate headquarters evolved from Beaux-Arts facades to bold modernist expressions. \ Grace Ong Yan's book Building Brands: The Architecture of Corporate Modernism (Lund Humphries, 2021) examines how clients and architects together crafted buildings to reflect their company’s brand, carefully considering consumers’ perception and their emotions towards the architecture and the messages they…