But
why do some companies invest so much money to make their headquarters stand
out?
Well,
we can turn this question around and ask: “How can a company best demonstrate
its power, wealth, and innovative strength?” (Spiegel Online, 2013)
The
answer is through its headquarters. The building from which the company
operates is the first thing the world sees when a company enters the market. (Corporate Architecture, 2015) It
can reflect the company’s culture and values, as well as demonstrate how much
money has been invested and therefore how wealthy and influential the company
is.
A
building can help a company to strengthen its corporate identity, as the
architecture can convey trust and the company’s image. Corporate architecture,
to introduce the technical term, can help the company to create an unusual
building with lots of character reflecting the company’s values.
If
a building fits a company really well, it can even increase productivity, as
employees enjoy going to work in a special building and customers enjoy a very
special experience when visiting the company. This effect is derived from
aligning design, marketing, and functionality with each other.
Therefore
not only the digital appearance but also the real world appearance is very
important for a company.(KMU Magazin, 2008)
One
example of a company’s headquarters that reflects its core business quite well
and has an impressive shape is the sail-shaped building of the French shipping
company CMA CGM in Marseille. Another example is the “Laces” headquarters of Adidas
that reminds us of shoelaces such as on their sport shoes. The first complete
circular building to be built in the Middle East was the headquarters of the
real estate and investment company Aldar Properties in Abu Dhabi. (Spiegel Online, 2013)
It is therefore possible for a company to communicate through their building and important to put a lot of thought into the architecture of their head quarter and start to better work together with architects.
It is therefore possible for a company to communicate through their building and important to put a lot of thought into the architecture of their head quarter and start to better work together with architects.
Adidas headquarters "Laces" |
Headquarters of CMA CGM |
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