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Urban effects of the transnational circulation of branded buildings: Comparing two skyscrapers and their context in Barcelona and Doha

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Abstract

The use of brand architecture today is widespread since it is supposed to have broad positive effects such as improving the urban environment, skyline and media visibility. This article examines some of these assumptions by comparing two case studies: Agbar Tower in Poblenou, Barcelona and Doha Tower in the West Bay District in Doha, Qatar. Ateliers Jean Nouvel designed both buildings for hosting similar office functions and for distinguishing the image of the respective cities. The two cities have quite different historic development and urban environment, urban planning and design institutions, which we analyze. Drawing from this evidence, the article criticizes the simplistic assumptions that circulate internationally, calling for a deeper understanding of urban design, planning and policy factors. In particular, if urban actors expect to improve material and immaterial features of a city, they should strengthen relevant urban design and planning procedures, rather than simply investing in brand architecture.

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Notes

  1. Several commentators maintained that the Swiss RE building in London - 30 St Mary Axe, commonly known as the 'Gherkin' - and the Agbar Tower were almost identical. As one can see, our analytical method would allow to verify the similarities and dissimilarities in terms of architectural, urban design and planning matters.

  2. A former version of the same method was developed in Arosio (2012).

  3. The data regarding the studio after winning the Pritzker Prize are diffcult to check: the number of employees, the quantity of affiliate studios and number of projects have increased ever since and the official Website has not been thoroughly updated since 2012

  4. The public agency 22@Barcelona was created in 2000 by the Municipality in order to support the implementation of the projects in Publenou and to promote the visibility of the area nationally and internationally. The creation of a private company for the design and management of infrastructures and public space was assumed to be more efficient for regeneration. It was criticized for limiting public involvement - despite the participation procedures that were developed with reference to individual projects - and for the limited attention paid to heritage preservation. After the program achieved significant urban regeneration results, agency 22@ was discontinued in 2012 and the management was returned to ordinary procedure of the Municipality.

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Authors and Affiliations

  1. Department of Architecture and Urban Studies, Politecnico di Milano, Via Bonardi 3, Milano, 20133, Italy

    Davide Ponzini

  2. Melita, Hertog Hendrik van Brabantplein 16T, Eindhoven, 5611 PE, The Netherlands

    Prisca Marta Arosio

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  1. Davide Ponzini
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  2. Prisca Marta Arosio
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Ponzini, D., Arosio, P.M. Urban effects of the transnational circulation of branded buildings: Comparing two skyscrapers and their context in Barcelona and Doha. Urban Des Int 22, 28–46 (2017). https://doi.org/10.1057/udi.2016.11

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