Marketing + Architecture

[i]Award for Corporate Architecture 2008[/i] Opening: Wednesday, 18 February 2009, 6 p.m Venue: Auditorium E3, HIL, Hönggerberg, ETH Exhibition: Thursday, 19 February – Thursday, 2 April 2009 Venue: Architekturfoyer, HIL, Hönggerberg, ETH Zurich The “Award for Marketing + Architecture” was presented in Lucerne in April 2008 for the first time. The prize was initiated by Baukoma, Inc., as a mark of distinction for outstanding corporate architecture, the aim being to draw attention to architecture as an effective but often neglected marketing tool. Through successful collaboration with architects, high-quality buildings can be created that represent a company or institution to the outside world and at the same time establish its identity internally. Architecture becomes a means of expressing a clearly articulated company philosophy. The 17 projects nominated for the award were judged by a committee consisting of architects, entrepreneurs, and marketing specialists. The assessment criteria included the quality of the collaboration between the architect and client, the implementation of corporate design in the architecture, the innovativeness and credibility of the concept, the building’s design and function, and the place of architecture in the company’s marketing strategy. Prizes were awarded in four categories, along with two special prizes. The Freitag Flagship Store in Zurich was awarded the main prize. In the same way that Freitag bags are made from recycled truck tarpaulins, the company tower in Zurich’s industrial area is made from used shipping containers. The prominent site among the railroad tracks contributes to the building’s effectiveness. The exhibition at the ETH in Zurich presents the nominated and prizewinning projects. An exhibition by the Institut gta in collaboration with Baukoma AG, Kerzers. For more information: http://press.gta.arch.ethz.ch