A building can explain a brand before any logo appears. The historic Druckwasserwerk stands for industrial substance, the Goldene Waage for a reconstruction rich in detail, and the Franziska for modern architecture meeting a skyline.
More than a decorative background
In projects like these, the architecture must not appear as mere decoration behind the subject. Viewpoint and sequence have to show how people, furniture and offer work inside that space. A raised position explains the height of a hall, a low camera the effect of a room in a castle, and a wide frame the position of a hotel in its landscape.
With brands, too, the place plays a part
On brand productions the location takes an active role as well. A Bentley on the airport apron speaks of access and service; the same car in the Alps speaks of travel and movement.
Backdrop or statement
Architecture becomes part of what the pictures say, rather than a backdrop that could be swapped for any other.
Buildings from outside are collected under exterior design, the rooms behind them under interior design.
