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Product Description
Hardcover in dustjacket. Illustrated throughout with stunning photography . 2005.
As a global brand, United Colors of Benetton has an international style that combines color, energy and practicality. Because its core business is clothing, culture of design plays an important role in the group's activity and philosophy. Luciano Benetton has always believed in the importance and relevance of architecture. In 1964, before it was fashionable for fashion designers to employ brand-name architects, Benetton chose two very young and ambitious architects, Afra and Tobia Scarpa to design his first textile factory. This project marked the beginning of a relationship characterized by a vision of architecture aimed at improving the workplace experiences of employees: an architecture where image and substance come together. This unique book, brilliantly designed by Massimo Vignelli, brings together all of the Benetton buildings, including plans, 500 color illustrations, superb photographs by Antonia Mulas, an interview with Luciano Benetton, and a chapter dedicated to Tadao Ando's Fabrica building. It takes us on a journey from the first Benetton factory designed by Afra and Tobia Scarpa in 1964 up to the recently restored Gran Canal Monaco Hotel in Venice and the stunning Fabrica headquarters, the first major European project by Tadao Ando. The book is both a visual account of the history of Benetton architecture and a testimony of the Benetton culture.
From the Back Cover
Because United Colors of Benetton's core business is clothing, the contemporary culture of design plays an important role in the group's activity, including its corporate architecture. Benetton's international brand style― combining color, energy, and practicality― can be seen first in its buildings. In 1964, long before it was fashionable for designers to employ brand-name architects, Lucianno Benetton chose two very young and ambitious architects, Afra and Tobia Scarpa, to design his first textile factory. This project marked the beginning of a vision of architecture aimed at enhancing the workplace: an architecture where image and substance come together.
This unique book, brilliantly designed by Massimo Vignelli, brings together all of the Benetton buildings, including plans, 500 color illustrations, superb photographs by Antonia Mulas, an interview with Luciano Benetton, and a chapter dedicated to Tadao Ando's Fabrica building.
This book is designed and published in collaboration with Fabrica, Benetton's corporate communications research center designed by Japanese architect Tadao Ando. Tadao Ando states the true spirit of the Benetton style when describing his work on the Fabrica project: "The role of the new architecture is to bring out the charm and strength of the ancient villa and to give birth to a reciprocal, cathartic relationship between old and new in an in an atmosphere of complete harmony, transcending the limits of a specific period.
This unique book, brilliantly designed by Massimo Vignelli, brings together all of the Benetton buildings, including plans, 500 color illustrations, superb photographs by Antonia Mulas, an interview with Luciano Benetton, and a chapter dedicated to Tadao Ando's Fabrica building.
This book is designed and published in collaboration with Fabrica, Benetton's corporate communications research center designed by Japanese architect Tadao Ando. Tadao Ando states the true spirit of the Benetton style when describing his work on the Fabrica project: "The role of the new architecture is to bring out the charm and strength of the ancient villa and to give birth to a reciprocal, cathartic relationship between old and new in an in an atmosphere of complete harmony, transcending the limits of a specific period.
primarily photographs, but text also in English, french, Spanish, German, Italian and Japanese.
1st edition.
