The heightened reputation of the AA in the second half of the 1950s owed much to the fact that it provided a home for the vanguard of British architecture, notably Peter Smithson and John Killick, at just the moment when, through their activities in CIAM and the agency of Architectural Design, they were thrust into the international limelight.
Good branding makes emotional and experiential connections with its audiences. In Building Brands, I build upon this truth of contemporary branding practice by expanding it to the three-dimensional discipline of architecture. We don’t often think of having emotions towards buildings and spaces, but just like hearing an old familiar song will bring back specific memories, certain places, buildings, and spaces elicit strong emotions from their inhabitants. My intention of bringing the architects’ and designers’ point of view to branding practice is to enrich branding as three-dimensional and spatial.
It was important to experience the architecture, taking time to wander, to observe, to sketch and jot down those sudden surges of imagination, and to look for the captivating moments that might illuminate the text. It was a remarkable five year long journey, in which I learnt and grew as an author, and I am grateful for the opportunity to share this book.
Born in Udine, Italy in 1923, Gino Valle was one of the most original and creative figures to emerge in post-war European architecture. He studied at the IUAV in Venice before...
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