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the auto industry has the crisis of genre. Corporate architecture helps to be selected.
Gigantic concerns, created for the survival, imply general platforms, similar designs and, correspondingly, the illegible means of brands. Pursuit of the power with the speeds, limited by electronics - paradox, whose main consequence - the increased consumption of fuel and ecological harm.

Method, by which are produced and are exploited the automobiles, it is generally difficult to name ekologichnym. And although the public, which sympathizes to ekologam, hardly will change seats to the bicycles, it loses confidence to the autos-producer, which offend nature. And, at the same time, to those offending its colleagues.

Since emotional aspects increasingly more influence the solution about the purchase, the auto-concerns of peace concentrated efforts on the creation of competent communication with the present and future buyers. Auto-races and surveys in the cinema still head the list of the spectacular and reliable means of promoutirovaniya of image, but architecture now supplements them. Schumacher strengthened image Ferrari, Uill Smith gave fascination Audi, and the bright means Of nikolasa To grimshou, Zakhi Of khadid and Rhone Arada must ennoble Rolls-Royce, BMW, Volkswagen and Maserati.

Matter not only in the sounding names. The proryvnye ideas of talented architects thunder to entire peace. The headquarters, factories, shourumy and entertaining parks actually form loyalty to their owners, and therefore become increasingly more expensively, increasingly more conceptual and it is more symbolic.

The Primary front of fight for the architectural superiority will unroll in Germany. The relation to the machines is special on the native land of avtobana. German roads are good and for the most part free, the cost of parking of umerenna, automobiles are accessible, so that they - the members of family with cult status. But the domestic market is saturated, on the heels to local giants begin the producers from Asia and America. And let BMW, Mercedes- benzo and Volkswagen nesravnenny on the part of the quality, not by them in some are interested buyers. Has a value not so much quality, as connected with it feelings of client. Here for which are necessary the sculpture of the automobile in the museum of contemporary skill, the extensive collection of the vintazhnykh machines, which can be touched by hands, and factory assembly shop with the rubbing to the luster parquet.

Plant - sacred cow of modernism. In the times of industrial lift the plants inspired the utopian projects: valid social systems, the flourishing megapolises. But either the shadowing of Henry of Ford after the structure of the personal money expenditures of workers, or Detroit, which subordinated to the needs of avtoproma the half-decomposed city, it is not possible to name successful enterprises. Today's, renovated factory again promises to become paradise for the workers and town-forming factor. Moreover, it can add marks to its owner, after becoming the specimen of ecology.

One additional new function of factory ripened owing to the becoming stronger thrust to the individuality and the old German tradition: to take away its automobile at the factory. Factory becomes simultaneously shourumom and the center of the maintenance: now client can see, as his machine is made.

Before us 11 projects, called in other one or manner or another to strengthen our emotions with respect to the automobile brands.

1. SHOURUMY

BMW Welt, Munich

project, even more is prestige than Autostadt and more is artistichnyy, than sculpture in the museum, but wholly dedicated to commerce. Sales of machines will be achieved in the monument of architecture by the name BMW Welt ("worlds bmw"), which will be opened in Munich directly opposite "four cylinders" in the spring of 2006 its steel roof it is similar to the three-dimensional cloud - is such the fabrication of the titled hooligans of Wolfgang priks and Khel'muta Of svishchinski from Viennese bureau Coop Himmelb(.l).au. In the "peace" not will be represented other stamps of auto-concern - Mini or Rolls-Royce, but only automobiles and motorcycles BMW. three of six floors will be located underground, there in completely the automatic "camera of storage" it is possible to place to 250 finished automobiles. Rising upward, they will be converted from the goods into the works of skill or in the manual animals, which can be will be ironed, examined, fed and taken away with themselves.

The European centers for Mercedes- benzo

management of concern DaimlerChrysler, which manages brand Mercedes- benzo, be necessary to fight with its past. Once on the "Mercedes" they conveyed diplomats, today they became taxi. To revive elegant, but without the banality image, to refresh it, appealing to the young people - they are such task. For this West European dealers pass to the system of firm it is center - the gigantic empires, where will be advanced on sale the complete spectrum of new models, a sufficient selection of the second-hand machines, and the stations of maintenance are also located. For example, in the Munich "Mercedes- center" constantly it is located in the exposure of five hundred models. From one side, this very much, with another, in the opinion of Pieter Khil'kena, the director of the architectural center DaimlerChrysler, after encountering with this selection, client achieves more rapid and usually more expensive purchase.

Shourum Maserati, Modena

v to retail trade term "racing loop" usually are used in order to describe the plan of accomodation with the rounded exposure, on which are moved the buyers. But ten-ton "racing loop", established in main shourume of luxurious Italian stamp, is considerably larger. It erroneously compare with a Moebius strip, but in the exquisite loop, devised Ronom By aradom, two sides - electrical- dark-blue, colors of the firm trident Maserati, and steel. Loop was designed and prepared by Romans Bonansea - by specialists, whose wide experience applies for aerospace industry, deep water studies and auto-racing technologies. Backbone is wooden, coating - carbon and fibrovolokno. Result - light, but very rugged construction, by which can drive the machines advanced in shourume. Fulfilling the functions of exhibition stand, the loop Of arada kommunitsiruyet the value of stamp. In this acrobatic object merge the together past, present and future, closely related to the auto-races. Creating the personal zone, where the clients select the colors of automobile, Ron of arad remembered about that, how this is dull process. Each of 198 models of the colorings of body and finishing is decorated with logotype and has a form of boublik, and they infinitely reflect four those located around the mirror and they multiply them, creating effect of millions of small racing "eyelets".

2. PLANTS

Plant BMW, Leipzig

because of London architect zakhe Khadid the opened during May plant - are more not the model of extreme effectiveness, but aesthetical enjoyment, the glass temple of production. In the central building are located the shop of metal working, the assembly line and coloring. They are surrounded by the glazed "zone of compression", in which can be located and workers, and the engineers, and the managers, and guests, who arrived to look, as their machine is gathered. This deliverance from the traditional factory hierarchy - not only architectural experiment, but also social. Casting a spell mechanical ballet: plying between the shops, machines penetrate the "zone of compression", it is slow, smoothly, artistichno they are turned on the gigantic stands, they will swim further. When change concludes, begin "to swim" on the transparent corridor to the output and workers.

Volkswagen Gla..serne Manufaktur, Dresden

as early as 2003 the price range of a fol'ksvagenovskogo model number varied in limits of $15-22 to thousand brand, whose name - the synonym of "people automobile", is difficult to convince dealers of the fact that it refers any to upper segment. The comprehensible answer of concern Volkswagen to that doubting - futuristic "transparent factory" with cost EUR190 of thousand, the stunning glass building in the center of Dresden.

Today in the economy guides the sphere of maintenance. Factories shyly hide in the outskirts. From the times Matteo Trukko, in the 20's of the past century of that designed in Torino the luxurious factory Fiat with the racing track on the roof, no one was decided to decorate the center of city with factory construction.
Volkswagen - innovator not only in this. Germans traditionally could leave on the new automobile directly from the factory, but "transparent factory", that lets out models Phaeton by the cost more than EUR65 thousand, in the history for the first time gives to client the possibility to pronablyudat', as his machine is made. To customer is separated personal manager, who helps in color matching, materials and accessories. In Dresden for it it is armored hotel, tickets into the art- galleries and the opera. "transparent factory" and more greatly itself resembles the gallery of skills. All without the exception of shop, you will excuse, halls, they are covered by parquet. Everywhere sterility, luster and the transparency of glass. As worker of this factory to work merrier than in the times of Ford. They not simply workers, they - actors.

Thus far factory works not in the total power: with the possibility to let out 20 thousand automobiles per year into 2003 and 2004 were prepared about six thousand however, in concern Volkswagen to us they reported that for model Phaeton in two years it was possible to occupy in Germany 18% market for the personal automobiles of the class of "luxes".

Ford Rouge Center, Dirborn

v of new millenium corporation Ford isolated $2 billion to the reconstruction of the oldest factory Of river-Ruzh, modernizing production, after building new assembly line and after undertaking ecological aspects. Machine building and ecology were for long concepts incompatible, but architect, designer and philosopher to William makdono helped management Ford to overcome stereotype. Now the factory has the largest in the world "living" roof: 40 thousand square meters are planted by the unpretentious verdure, which neutralizes the negative effect of harmful ejections.

3. ENTERTAINMENTS

Volkswagen Autostadt, Vol'fsburg

v 1937 the father of the "people automobile" of Ferdinand porshe left for Detroit, for the Ford factory Of river Of ruzh in order to hire people, to purchase equipment and to create houses analog. 60 years later of Otto Ferdinand vaks, one of the controlling directors Volkswagen, attended with the official visit Of las-Vegas and Disneyland, attempting to grasp the essence of two American crown numbers, the first of which - subject parks, the second - brending. The result of trip bears name Autostadt, the very same Motown, the very same "auto-deg". the '2-akrovyy park of entertainments with cost approximately $300 million was opened in the summer of 2000 near the plant in Vol'fsburge. Here enormous museum, four cinemas, restaurants, hotel. Visitors can learn to ride on the broken ground on jeep Touareg. The museum pavilions, dedicated to seven stamps of concern Volkswagen, marketologi named "temples". The form of each of them personifies the values of the brands: quality and safety VW, luxury Bentley, eccentricity Seat and sexuality Lamborghini.

Visitors pay for tickets EUR14. Some arrive in order on the German tradition to take away from the plant its new automobile. The inspirer of project was grandson To porshe Ferdinand pikh, who realizes the cultural significance of automobile for the German, who desires to come into contact with the selected brand, to feel his spirit, but therefore the process of purchase has value which is not smaller, than technical characteristics and the design of product. Architect gyu?><.td>.dis.<.td>&.nbsp;<.t.ter henna considered this special feature and it created in the "auto-hail" the "theater of automobiles": the gripping spectacle - to look, as they rise in the glass elevator, they disappear from the field of sight and they suddenly appear by a number, leaving from the underground tunnel.

"auto-deg" attends yearly about two million people, and competitors Volkswagen slightly be nervous in regard to this.

Museum Mercedes- benzo, Stuttgart

as inventor of automobile, concern DaimlerChrysler bear enormous moral responsibility before billions of people: he is obligated to share with them by all aspects of the history of avtomotostroyeniya. The small museum Mercedes- benzo in native Stuttgart - free and being choked visitors - temporarily was shut in order to yield road to new, which will be opened during May 2006. In the exposure will be represented the history of the origin of individual transportation means, and the history of stamp, and the possible future of the automobile: Dutch architect Ben van berkel' from UN Studio attempted to design museum as the machine of time. Underground lane with the restaurants and the stores leads from the museum directly to to center sales.

BMW in Pinakothek der Moderne, Munich

largest in Germany museum of contemporary skill - Munich "picture gallery" - contains created with the command of designers BMW under the leadership Of kristofera Of bengla sculpture from the karrarskogo marble. Something in this sculpture it resembles outlines BMW Z4, but it is called abstractly: the "skill of the design of machines". The modest inscription issues creator: BMW Design 2002. Sculpture is visible from the street through the enormous window and it is especially good in the darkness, when for it they project film about the auto-design. So the Bavarian concern of "zastolbil" place in the walls of artistic museum.

4. HEADQUARTERS

"four cylinders" BMW, Munich

It would seem, the idea to transmit the value of the company through the form of the building belonging to it asserts itself by itself. But corporate architecture does not very abound with metaphors. Exceptions from this rule created the schitannye architects: Eero Saarinen and Santiago Kalatrava with its air terminals plus Karl shvantser with its Munich masterpiece, in which error-free is learned four-cylinder engine. Glorified BMW into the sixtieth, it gave to the headquarters of auto-giant and form, and the name: Vierzylinder. The building of tower was completed v.akkurat at the beginning of Munich Olympiad of 1972, i.e., it is more than fourth century ago, but nothing more conceptual and more image simultaneously in all these years in the world it was erected not. Tower with the height of 101 m - highest model of the suspension architecture: they at first established core, and then became to it to hang up the rings of floors assembled on the earth, the diameter of 52 m each. Besides the salient symbolic value for BMW and for Munich as a whole, the tower Of shvantsera - this is the?><.td>.dis.<.td>&.nbsp;<.t.ydayushcheyesya solution of the internal spaces: each office worker, sitting in the spacious and bright accomodation, can observe from his work site the inspiring to the working accomplishments view, be it Olympic complex or tele-tower.

The British headquarters Toyota, London

if we your work - sell automobiles, are logical to have them not far from your work site. It is completely not necessary so that the director could travel in the machine on the office, but see constantly and demonstrate to clients the best models of your fresh products - good idea. The British department Toyota in 2001 moved to the new London office with cost GBP25 of million (architect Sheppard Robson), the most important part of plan of which composes that locked by ring "internal street". Automobiles are priparkovany not only on it, but also, for example, in the dining room. The key advantage of gigantic office with the area of 13 thousand square meters - that that 500 its colleagues can manifest flexibility in the selection of work site, being freely moved on the office with the necessary documents and noutbukami.

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