Corporate modernism is a term that encompasses a specific kind of International Style building in the latter half of the 20th century. Large corporations, flush with cash as revenues and profits exploded in a post-war boom, wanted to showcase their forward-looking attitudes and futuristic products by virtue of cutting edge innovations in modern architecture. Employing the modernist vocabulary of ribbon windows, steel framework and simple geometric forms, companies modeled their offices and headquarters in light of the vibrant transformations happening in architecture. Iconic buildings such as SOM’s Lever House and Mies van der Rohe’s Seagram Building are direct outgrowths of this trend and many have hailed them as both the earliest examples and highest achievements of corporate modern architecture. But if these buildings were the best executed of their kind according to the strict formal standards of modernism, countless others went on to mimic the style in endlessly monotonous imitations that were neither aesthetically inspired nor well-built. The ability to construct them cheaply and efficiently (much like the products they were meant to evoke) has caused a bastardized version of corporate modernism to proliferate across the globe, harming workers and the environment alike. Thankfully, a new generation of architects have ... , Jack Hanly, read more http://ift.tt/1YTBAEN
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