When question is raised on ideological rooting within the moral stamp & canonical paramount of architecture, the resultant cultural manifestation, very often remains aloof and outside the discourse on architectural criticism and its responsibilities. It can take various forms and finds its treacherous escape from its representational responsibilities. The most didactic forms of cultural manifestation becomes most material & subservient expression of product. Architecture oscillates between two extremes condition of shaped and being shaped. The recent visit to Vitra Campus (Germany) & Novartis Campus (Switzerland) revealed collection, consumption of most branded & signature architecture. The ideological grounding of place for production of knowledge, innovation and interaction seems way beyond the didactic meaning. 

The presentation and guided tour outrageously proclaimed the need for brand architecture and design as a symbol and expression of moving with time & innovation. In the process its assuming to be philanthropic mentoring of diverse and international bandwidth of knowledge & culture, which perhaps may go beyond the secular & critical range of architectural appreciation.


Credit: Manoj Parmar Architects

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