Brandism exhibit to explore NYC starchitecture.

BRANDISM[TM] is a forthcoming architecture & real estate exhibition at the Municipal Arts Society on Madison Avenue that presents the new and exciting branding trend New York City, where real estate developers collaborate with star architects to give unique identity to their residential and corporate towers through innovative design solutions. The exhibition presents a unique opportunity for architects and developers to showcase their buildings in a prestigious setting and raise their visibility and achievement in the industry.

The exhibition is the invention of Anna Klingmann, PhD., an architect that specializes in branding, former assistant professor at Cornell University and Columbia University, and guest lecturer at University of Pennsylvania, Princeton University, Ohio State University, Harvard University, and MIT among many others. Her latest book is Brandscapes: Architecture in the Experience Economy (MIT Press), highlighting cutting-edge ideas how architecture can become an effective marketing tool for the real estate industry.

This is the first time ever an exhibition with this theme has been launched. It was the financial success of Richard Meier's first two residential towers, which were completed in 2004 that helped convince the city's major developers that architecture could be a selling point. Since then, Spanish architect Santiago Calatrava, French interior designer Philippe Starck, Dutch architect Winka Dubbeldam, Gwathmey Siegel, and Robert A.M. Stern, are among a select group of brand-name architects who have all recently made their mark on the lower half of Manhattan, transforming downtown into a showcase for signature architecture.

This trend is not exclusive to the residential market alone, but also manifests itself in new understandings of corporate architecture. Take the Hearst Building at 57th Street and Eighth Avenue, designed by Foster and Partners. While preserving the six-story facade of the existing landmark building, Foster scooped out the guts of the old headquarters and created a geodesic-like office tower that acts as a prominent icon for the publishing magnate.

Developers have also realized that good design is not limited to the province of well-known architects. Developer Jonathan Carroll worked with architect Winka Dubbeldam on a residential loft-style building on Greenwich Street, which boasts an intricate pleated glass curtain as the residential building's front facade along with an innovative mix of amenities. Another example is the collaboration between developer Jeffrey M. Brown and SHoP Architects on the Porter House, one of the most visually distinctive buildings in the city. Lindy Roy and Daniel Goldner headline a list of other emerging architects that have received opportunities as well. Undoubtedly, New York's current architectural branding boom reveals the potential for architecture to play a meaningful role in real estate development, and therefore in shaping our city and our everyday lives.

All the buildings that were selected for the exhibition have either been constructed in the past two years or are currently in the planning stages. Among the 30 featured award-winning projects are the Blue Building at 105 Norfolk Street, designed by Bernard Tschumi, former dean of the architecture school at Columbia University; Ian Schrager's stylish condos at 40 Bond Street and 50 Gramercy Park North; the curvaceous glass tower at Astor Place, designed by architects Gwathmey Siegel and developed by the Related Companies; Aby Rosen's elegant proposal for 610 Lexington. currently being designed by Foster & Partners; Peter Marino's alluring residences at 170 East End Ave, Bank of America's new headquarter at One Bryant Park; co-developed by the Durst Organization:" star-architect Richard Meier's three condo towels at Charles and Perry Streets, developed by Izak Senbahar and Richard Born; and Andre Balazs' full-service glamor residences at 40 Mercer Street.

The exhibition is designed as an interactive multimedia lounge, created by thirty unique objects that resemble each exhibited project. All buildings are positioned in relation to one another located on the Manhattan grid, which is reconstructed inside the gallery. While moving in-between the exhibited towers, sitting on them or leaning against them, visitors discover "hidden" pieces of information that reveal each building's unique attraction through images, films, models and videos that feature exclusive interviews with the developer, relevant participants, and the architect.

The exhibition will be combined with a series of exciting events, which include an afternoon series of panel discussions with renowned academics and practitioners from the fields of architecture, branding, marketing, real estate, and members of the press. The exhibition is also a unique and limited sponsorship and marketing opportunity for construction firms and developers to associate their work with a prestigious event and members of an elite circle that aims for higher level achievements in the building industry. For more information, contact Anna Klingmann at www.klingmann.com.