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MIH Avhandling AHO Red Bilder 2011.Pdf (6.961Mb) Målfrid Irene Hagen Cultural similarities and diversities of corporate art and architecture in Norway, USA, Japan and France An exploratory and comparative study on corporate art collections and the architecture of corporate headquarters CORPORATE ART AND AR CHITECTURE – NORWAY USA JAPAN FRA N C E © Målfrid Irene Hagen, 2011 ISSN 1502-217x ISBN 978-82-547-0238-3 CON-TEXT PhD avhandling nr 51 Akademisk doktorgrads- avhandling avgitt ved Arkitektur- og designhøgskolen i Oslo UTGIVER Arkitektur- og designhøgskolen i Oslo ILLUSTRASJON OMSLAG Målfrid Irene Hagen FOTOGRAFIER OG ILLUSTRASJONER Fotografiene i denne boken er forfatterens eiendom, med følgende unntak: Foto nr 44 og 46 av Jiri Havran og nr 45 av Tom Sandberg og Fin Serck-Hanssen for Telenor, eiet og skaffet til veie av Telenor. Foto nr 76, 77 og 78 av Suzy Locke, eiet og skaffet til veie av Suzy Locke. Foto nr 90 og 99 er hentet fra Internett, adresse i fotnoter. Illustrasjonene A, B og C er hentet fra Internett, adresse i fotnoter. Gjengivelse av kunstverk i små fotografier i avhandlingen med begrenset opplag er godkjent av BONO. Denne bruk er også i pakt med Fair use doktrinen i USA. TRYKK Unipub forlag AS DESIGN AV BASISMAL BMR OPEN ACCESS VERSION © Målfrid Irene Hagen, 2011 Photographs of visual art and from Internet sources are removed in accordance with copyright restrictions. (Except some art decorations integrated in architecture exteriors). 2 C ORPORATE ART AND ARC H I T E C T U R E – NORWAY USA JAPAN FRA N C E Content Preface………………………………………………………….... 7 Acknowledgements……………………………………………... 9 Abstract………………………………………………………… 10 PART I: Introduction ................................................................... 11 1 Thematic approach, theory and method ............................ 13 1.1 A SIGNIFICANT ARENA FOR ART AND ARCHITECTURE ............. 13 1.1.1 A historical view .............................................................................. 16 1.1.2 Corporations and the city ................................................................. 20 1.1.3 Identity, built environment and visual representation ...................... 25 1.1.4 Business, culture and money ............................................................ 29 1.2 THEORETICAL APPROACHES ......................................................... 31 1.2.1 Sociology and Social Sciences ......................................................... 31 1.2.2 Art and Architecture ......................................................................... 32 1.3 METHODOLOGICAL APPROACHES ................................................ 33 1.3.1 Research questions ........................................................................... 34 1.3.2 The purpose of the project ................................................................ 34 1.3.3 Three perspectives; the flâneur, the business and the culture ........... 35 1.3.4 Collecting qualitative data ................................................................ 39 1.3.5 Analysis and interpretation ............................................................... 45 PART II: Visual Art and Corporate Collections ....................... 51 2 The Flâneur Perspective on Visual Art .............................. 53 2.1 THE VISUAL APPEARANCE OF ART .............................................. 53 2.1.1 Art images; a multi layered source of interpretation ........................ 53 2.1.2 Interpretation of corporate art collections ........................................ 63 2.1.3 Personality; corporate values and the “zeitgeist” of cultures............ 64 2.1.4 Gendered art ..................................................................................... 70 2.1.5 Pure art; the absence of offending art ............................................... 77 3 CORPORATE ART AND AR CHITECTURE – NORWAY USA JAPAN FRA N C E 2.1.6 Spaces of art; where corporations display art ................................... 92 2.1.7 The territorial dimension of art ....................................................... 101 2.1.8 Cultural capital, economic capital and conspicuous consumption . 113 2.2 VISUAL ANALYSIS OF ART COLLECTIONS ................................. 117 2.2.1 Introduction .................................................................................... 117 2.2.2 Norwegian art collections ............................................................... 117 2.2.3 US art collections ........................................................................... 123 2.2.4 Japanese art collections .................................................................. 136 2.2.5 French art collections ..................................................................... 145 2.2.6 Comparing the included art collections .......................................... 152 2.2.7 Summary and a tentative conclusion .............................................. 158 3 The Business Perspective on Visual Art ........................... 165 3.1 OBJECTIVES OF COLLECTING ART ............................................. 165 3.1.1 Why do corporations collect art? .................................................... 165 3.1.2 To create a desirable work environment ......................................... 166 3.1.3 The brand factor; art integrated in the corporate brand .................. 171 3.1.4 Corporate social responsibility; philanthropy and human values ... 174 3.2 ANALYZING OBJECTIVES OF COLLECTING ART ....................... 180 3.2.1 Introduction .................................................................................... 180 3.2.2 Norwegian corporations ................................................................. 181 3.2.3 US corporations .............................................................................. 187 3.2.4 Japanese corporations ..................................................................... 193 3.2.5 French corporations ........................................................................ 196 3.2.6 Comparing the objectives of collecting art ..................................... 199 3.2.7 Summary and a tentative conclusion .............................................. 205 PART III: Architecture and Corporate Headquarters........... 207 4 The Flâneur Perspective on Architecture ........................ 209 4.1 THE VISUAL APPEARANCE OF ARCHITECTURE ........................ 209 4.1.1 Architecture, what does it look like? .............................................. 209 4.1.2 Visual qualities; interpretation of architectural form ...................... 209 4.1.3 Symbolism; ducks and objects in architecture................................ 210 4.1.4 Gendered architecture ..................................................................... 231 4.1.5 Transparent architecture; flexible organization of work................. 242 4.1.6 Archi-nature; how architecture interact with nature ....................... 245 4.1.7 Architecture and territorial identity ................................................ 248 4.1.8 Cultural capital and pecuniary strength .......................................... 250 4 C ORPORATE ART AND ARC H I T E C T U R E – NORWAY USA JAPAN FRA N C E 4.2 VISUAL ANALYSIS OF HEADQUARTERS ARCHITECTURE ........ 258 4.2.1 Introduction .................................................................................... 258 4.2.2 Norwegian headquarters ................................................................. 260 4.2.3 US headquarters ............................................................................. 269 4.2.4 Japanese headquarters .................................................................... 284 4.2.5 French headquarters ....................................................................... 300 4.2.6 Comparing the architecture of the included headquarters .............. 306 4.2.7 Summary and a tentative conclusion .............................................. 315 5 The Business Perspective on Architecture ....................... 325 5.1 OBJECTIVES OF EMPHASIZING ARCHITECTURE ....................... 325 5.1.1 Why do corporations emphasize their headquarters architecture? . 325 5.1.2 To create a desirable work environment ......................................... 325 5.1.3 The brand factor; a symbolic representation of the business .......... 327 5.1.4 Environmental responsibility; sustainable and green architecture.. 328 5.2 ANALYZING OBJECTIVES OF EMPHASIZING ARCHITECTURE . 330 5.2.1 Introduction .................................................................................... 330 5.2.2 Norwegian corporations ................................................................. 330 5.2.3 US corporations .............................................................................. 332 5.2.4 Japanese corporations ..................................................................... 336 5.2.5 French corporations ........................................................................ 340 5.2.6 Comparing objectives of emphasizing headquarters architecture .. 341 5.2.7 Summary and a tentative conclusion .............................................. 345 PART IV: The Influence of Culture ......................................... 347 6 Cultural Similarities and Diversities ................................ 349 6.1 NATIONALITIES CULTURES AND MENTALITIES ....................... 349 6.2 SIMILARITIES AND DIVERSITIES IN CORPORATE ART ............. 357 6.2.1 The flâneur perspective .................................................................. 357 6.2.2 The business perspective ...............................................................
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