We recently ran a fascinating interview with architect and eveloper Roger Zogolovitch on the potential of using brands to ensure quality in building development, but consider another type of global architecture branding.
Photographer Ho Hai Tran’s Kickstarter project to record the unique but now repurposed architecture of the original Pizza Hut buildings created in the 1970/80s/90s is proving very popular. Tran’s project, Pizza Hunt (proving is so popular it has already exceeded its target funding), will see the photographer travelling across New Zealand, Australia and the US to shoot what you could call ‘ghost’ buildings.
These buildings were branded with an architectural language that seamlessly connected to suburban space as easily and as bizarrely as the words ‘pizza’ and ‘hut’. An example of post-industrial architecture, as people moved from the cities to the suburbs. Ho Hai Tran observes, “Today, only a handful of these huts remain and they now have second lives as grocery stores, pawnshops, gospel churches, liquor stores and funeral homes, among other things.” One can imagine for regular customers, the 'Hut' was a kind of pavlovian architecture, its shallow roofing calling up aromas, flavours and tastes. People of a certain age will no doubt be wondering why they are salivating as they walk past buildings now pawnshops or funeral homes.