"If it's ludicrously expensive then it must be good" says commenter


In this week’s comments update, readers are discussing a report exploring the growing phenomenon of luxury car brands building skyscrapers.

Dezeen’s Nat Barker reported on why car makers including Bentley, Mercedes-Benz and Aston Martin have all unveiled skyscrapers in the past 18 months and commenters added their thoughts.

Why are luxury car brands suddenly building skyscrapers?

“This trend is ‘driven’ by the idling class”

Readers shared theories behind the trend, with Alfred Hitchcock proposing “because they know that wealthy, gullible, brand and image-obsessed fools will buy into it.”

“It’s for the kind of people who employ someone to tell them what to like or not like, but if it’s ludicrously expensive then it must be good,” they added.

Ralph Kent took a similar stance, suggesting the recent rise in car-branded architecture can be explained because “they recognise how many vapid people there are in the world who think that buying an expensively badged item is a reflection of their success as a human being”.

“This trend is ‘driven’ by the idling class,” quipped Idracula.

Meanwhile, Apsco radiales was looking for the silver lining, acknowledging it as a “terrible trend” before adding “but at least it keeps the construction people working”.

Heywood Floyd couldn’t see what all the fuss was about. “I don’t understand all of this righteous indignation – I’m not a fan of these projects, but they are just marketing tie-ins,” they wrote.

What do you make of the rise in car-branded skyscrapers? Join the discussion ›

Leica store with lattice front
Brick lattice fronts Leica store in New York by Format Architecture Office

“An extremely pleasant building”

Commenters admired camera brand Leica’s flagship store and gallery in New York, which was designed by Format Architecture Office with a cream brick-screen facade.

Michael Wigle was full of praise, writing “this project is a great example of how architecture can reflect a brand’s identity”.

“This facade not only allows light to come through small openings, like the closed-down aperture in a lens, but also speaks to both grain and pixels,” they continued.

“Subtle design choices lend to beautiful work – bravo!”

Jb was also a fan, writing “it’s so refreshing to see architects referencing relevant architecture,” and determined it to be “exquisite work”.

“Breathtaking work,” concurred Charlie Bing, while Souji thought it was “an extremely pleasant building – small but beautiful detailing and perfectly contextualised, so much so that it blends seamlessly”.

Are you also a fan? Join the discussion ›

Chaise longue by car brand Pininfarina
Pininfarina creates chaise longue with the “aerodynamic curves” of a sports car

“I’d love to see a photo of someone actually lounging in this”

Another story that got readers talking this week was the news that Italian brand Pininfarina has launched its first collectible furniture object – a chaise longue featuring a craggy, rock-like base and a smooth seat informed by the outline of a sports car.

“Nice to look at, but as a lounge space… no way,” wrote Jack Woodburn.

Steve Hassler agreed, suggesting “this is a beautiful sculpture but not-so-much as furniture”.

“How many seconds can one lay there?” asked Andrea Dichiara. “Thirty seconds maybe?” they suggested, before concluding “it’s a sculpture, not a chaise”.

“Ugh, why? Just why?” asked a despairing Henry.

Commenter JP was similarly incensed, and joked “I’d love to see a photo of someone actually lounging in this without wincing.” They went on to suggest that “in a small size, it might make a cute nut dish”.

Sitting down or reaching for the nuts? Join the discussion ›

Comments update

Dezeen is the world’s most commented architecture and design magazine, receiving thousands of comments each month from readers. Keep up to date on the latest discussions on our comments page and subscribe to our weekly Debate newsletter, where we feature the best reader comments from stories in the last seven days.



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