Identity : New Commercial, Cultural and Mobility Architecture

Architecture creates identity

The international and multidisciplinary practice GRAFT conceives of itself as a label for architecture, urban design, product design, and music. GRAFT calls itself a “hybrid office” and produces dynamic architectural designs for standard commissions; however, the architects also initiate their own projects and system solutions for tasks with a social, ecological, or esthetic emphasis.

The book presents buildings by GRAFT in the fields of culture, offices, brand architecture, retail, and mobility. It contains about forty generously illustrated projects that document a wide range of work in which the respective corporate culture is incorporated in GRAFT’s sophisticated architectural language. Dialectic essays focus on the practice’s key themes, such as the debate on urban identity or mobility transition.

The international and multidisciplinary practice GRAFT sees itself as a label for architecture, urban design, product design, and music. The book presents buildings by GRAFT in the fields of culture, offices, brand architecture, retail, and mobility. It contains about forty generously illustrated projects that document a wide range of work in which the respective corporate culture is incorporated in GRAFT’s sophisticated architectural language.

• Monograph with typological emphasis on culture buildings, brand architecture, and mobility
• Documentation of about 40 generously illustrated projects
• With a contribution by Rem Koolhaas

CONTENTS

FOREWORD
GRAFTING IDENTITIES
MOBILITY
DIGITIZATION
WORK
BRANDING
URBAN CULTURE
TRANSCENDING THE LOCAL / GLOBAL DIVIDE
APPENDIX