El hito urbano como mensaje. Arquitectura, comunicación y valores corporativos

Abstract

Since its origins, architecture has been at the service of those who hold power in order to communicate their authoritarian position over the rest of the citizens. This tradition was later inherited by companies and public institutions as a way of spreading their corporate identity and gain notoriety, for which they hire internationally renowned architects. This paper addresses the concepts of architecture and communication, and analyses the question of how, sometimes, the developer's brand is subordinated to the architect's brand.