They say that we live in an era of names. Every daily gesture has a name. Jacobs, Nokia, BMW, HP, Armani, and the list or the combinations can go on forever, depending on everybody's aspirations. There is not only the advertising slogan behind the name, but an entire mechanism that includes all forms of expression: architecture, technology, arts. Become one of the most spectacular ways of positioning a brand, the corporate architecture benefits not only of the company's name, but also of the architect's signature. There are not at all few examples of companies that express their image trough the "signature". The Vitra Company is a special case that enlisted the help not of one, but of six architects in order to create not a symbol-building, but an architecture "park", a composition with its own urbanism rules, an "exhibition" where each construction bears the distinctive touch of its author. Vitra is more than an established name in the furniture industry; it is a name associated with the most famous architects and designers of the century, who created not just icons of interior design (Citterio pieces, Nelson, or the Eames collection) but also a different corporate architecture.
TEXT: IOANA PAUNESCU
FOTO: ?VITRA

The house built by architect Viorel Hurduc near the Floreasca Lake is under the sign of a tectonics which, as he himself states, marks a period of professional maturity, of getting closer to simplicity, of natural. The architect Viorel Hurduc explains the generosity of spaces as a partially forgotten thing that constitutes an ingredient of bliss, of the joy of living in a house: "Any human that lived in such a house, after a while would definitely feel good. It is a verified truth that space, the simpler it is, the more controlled by the mind and hand of the architect, with the purpose of providing his professional culture, becomes an educated space which certainly has a benefic effect on its inhabitants. We can talk about a blissful feeling "¦ " Of course there is a certain hypocrisy of this very simple space, but whose simplicity is actually extremely developed: behind the plain surface there is an entire technique that finally determined the materials to settle perfectly; a formidable technical effort that refers to something different from the simplicity of an apparent concrete surface, came out of the encasement with small imperfections. We're talking about extraordinary efforts in gyps-board modeling, for instance, especially for finding controlled spaces, backgrounds, punctual elements that should attract your eyes, to draw attention, so, in the end, to give directions."
PROIECT SI ANTREPRENOR EXECUTI: HAX - ARHITECTURA - CONSTRUCTII ? DESIGN
ARH. SEF: VIOREL HURDUC, DIRECTOR ARH. DIANA HURDUC, ARH. DANA CHETEA, STUD. ARH. CRISTINA COMENENTU
STRUCTURI: RAINVEST, ING. TEODOR RAICU
MONTAJ ? PIATRA, MARMURA: TITANMAR MARMOSIM
TEXT: SILVIA GUGU

They say that we live in an era of names. Every daily gesture has a name. Jacobs, Nokia, BMW, HP, Armani, and the list or the combinations can go on forever, depending on everybody's aspirations. There is not only the advertising slogan behind the name, but an entire mechanism that includes all forms of expression: architecture, technology, arts. Become one of the most spectacular ways of positioning a brand, the corporate architecture benefits not only of the company's name, but also of the architect's signature. There are not at all few examples of companies that express their image trough the "signature". The Vitra Company is a special case that enlisted the help not of one, but of six architects in order to create not a symbol-building, but an architecture "park", a composition with its own urbanism rules, an "exhibition" where each construction bears the distinctive touch of its author. Vitra is more than an established name in the furniture industry; it is a name associated with the most famous architects and designers of the century, who created not just icons of interior design (Citterio pieces, Nelson, or the Eames collection) but also a different corporate architecture.
TEXT: MIRELA DUCULESCU