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Form follows Spirit: Bahlsen. Architektur als Teil der Marke
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ISBN10: 3696794147
ISBN13: 9783696794149
Publisher: Bod - Books on Demand
Published: Sep 10 2026
Pages: 104
Weight: 0.24
Height: 0.25 Width: 5.00 Depth: 8.00
Language: German
ISBN13: 9783696794149
Publisher: Bod - Books on Demand
Published: Sep 10 2026
Pages: 104
Weight: 0.24
Height: 0.25 Width: 5.00 Depth: 8.00
Language: German
Seit ihren Anfängen nutzte die Keksfabrik Hermann Bahlsens von 1889 souverän alle Möglichkeiten, um sich als Markenhersteller zu etablieren und seine Marktmacht zu festigen. Dass auch die Architektur ihren Anteil an der Inszenierung der Markenwelt hatte, ist wenig bekannt: Verwaltungsbau und Fabrik, Musterladen und Messebau, Architektur-Utopien, die Modell blieben, und eine neue Advertising Architecture nach 1945 wurden für Jahrzehnte zum wichtigen Bestandteil der Markenkommunikation für Kunden und Konsumenten und zum Identifikationssymbol nach innen. Das Buch lädt zu einem Rundgang durch die Unternehmensarchitektur ein: vom Historismus, über die Reformarchitektur von 1911 und den Jugendstil vor 1914, über den norddeutschen Expressionismus des Ersten Weltkriegs, den Stil des Art Déco der 1930er Jahre und das verspätete Bauhaus der 1950er Jahre bis zur Internationalen Moderne und zum Brutalismus um 1970 und zurück zum historischen Reformbau des Gründers.
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