The aim of this term paper is to describe the IBM Pilot Head Office in Cosham, Hampshire, and the IBM Technical Park in Greenford, Middlesex, both built by Foster Associates, and to show how the architecture contributes to the corporate culture of the company by analysing the exterior relationship between buildings and environment and social and democratic aspects inside. The whole analysis refers to these buildings, and how they were built in the 1970s, without taking architectural changes after this decade into consideration. After a short introduction to Foster Associates and IBM and a description of the corporate culture concept, in the main part both buildings will be analysed, firstly from the exterior and secondly from the interior view. At the end of this work a conclusion will be drawn, stressing the important architectural aspects relating to the corporate culture of IBM.
Table of Contents
I. Introduction
1.1 Foster Associates
1.2 IBM
1.3 Corporate Culture
II. Main Part
2.1 IBM Pilot Head Office
2.1.1 Exterior View
2.1.2 Interior View
2.1.3 Summary
2.2 IBM Technical Park
2.2.1 Exterior View
2.2.2 Interior View
2.2.3 Summary
III. Conclusion
Objectives and Topics
The paper examines how Foster Associates' architecture for the IBM Pilot Head Office and the IBM Technical Park serves as a tangible manifestation of corporate culture, focusing on the relationship between building design, social interaction, and democratic workplace principles in the 1970s.
- Analysis of Foster Associates as an architectural firm.
- Exploration of IBM's corporate evolution and technological expansion in the 1970s.
- Examination of how architecture functions as a corporate artefact.
- Comparative study of exterior design and environmental integration.
- Evaluation of interior layouts and their impact on social and democratic work structures.
Excerpt from the Book
2.1.2 Interior View
The novelty was that spaces for computers had not been included in such an office building before but were located in separated buildings for technical reasons. Foster laid all servicing, like electrical cables, between roof and ceiling, making it possible to integrate the computer room into the office building. The only difference to the other parts of the building is that the computer room has a raised floor and needs more air-conditioning than the other rooms to keep the computers cool. However, the whole office is air-conditioned to prevent effects like condensation arising in a building where so much glass is used for construction. Irrespective of the model of clarity in the internal layout, there are certain social and democratic tendencies. These elements become visible by looking at the main office area, where the desks are located in a way that intensive sunlight does not disturb workers but also in a way that from nearly every place the entire staff – office workers and managers – may have an excellent and beautiful external view through the full height glazing. Inside the building there is a similar effect as outside. Like outside all panes seem to be one. Inside nearly the whole office area seems to be one big room, one office, although it is divided. With the use of low-level partitions in the general office area and a few full-height glazing offices, it is almost possible to see everything at once. As there is a sense of openness in looking out through the windows, there is a sense of openness looking over the whole office area as well. Through the glass walls the staff within the building experiences inclusion in the outside surroundings – and no separation, which would be the result of massive walls. Sitting near the glass façade is close to sitting outside. Therefore, the concept of openness is one major characteristic of the whole building. Another one is the introduction of closer integration. Workers and managers are brought together and not separated from each other any longer, as was common in most offices before. In this way, Foster’s archtectural style had a positive influence for the work of the “ordinary” office staff. Thus, it is no surprise that social integration is seen as one theme of Foster Associates’ structural or practical philosophies, which is here fully realised for the first time.
Summary of Chapters
I. Introduction: Outlines the objective to analyze the IBM Pilot Head Office and Technical Park as architectural representations of corporate culture and democratic values.
II. Main Part: Provides a detailed analysis of the exterior design, interior layout, and flexibility of the IBM buildings, highlighting the integration of technology and social workspace design.
III. Conclusion: Summarizes how the architectural vision of Foster Associates successfully translated IBM’s market-oriented corporate culture into a functional, open-plan, and integrated environment.
Keywords
Foster Associates, IBM, Corporate Culture, Architecture, Pilot Head Office, Technical Park, Workplace Design, Open-plan, Flexibility, Modernism, Social Integration, Glass Facade, Democratic Environment, 1970s, Industrial Architecture.
Frequently Asked Questions
What is the primary focus of this research paper?
The paper focuses on how the architecture of two specific IBM buildings, designed by Foster Associates, acts as an extension of the company's corporate culture and demonstrates a shift toward more democratic and open work environments.
Which specific buildings are analyzed?
The analysis covers the IBM Pilot Head Office in Cosham (1970-71) and the IBM Technical Park in Greenford (1975-1980).
What is the central research objective?
The goal is to determine how architectural choices—such as transparency, spatial continuity, and material selection—contribute to IBM’s corporate identity and social integration of staff.
Which methodology is applied in this study?
The author employs a descriptive and analytical approach, examining the exterior design and interior spatial planning of the buildings based on contemporary architectural literature and documented projects.
What does the main part of the document address?
It details the external appearance and internal functionality of the two building complexes, emphasizing flexibility, technological integration, and the impact of the design on the workforce.
Which keywords best describe the essence of this work?
Key terms include Foster Associates, IBM, corporate culture, workplace design, open-plan, social integration, and steel-framed architecture.
Why was the integration of the computer room considered a novelty?
At the time, computer facilities were typically housed in separate buildings; Foster's integration of the computer suite within the office building using specialized servicing was an innovative architectural achievement.
How does the building design influence social hierarchy?
By utilizing open-plan layouts and removing separating walls, the design facilitates teamwork and communication, thereby reducing the physical manifestation of hierarchy between managers and other staff.
What role does the 'park-like' environment play in the design?
The surrounding environment is integrated through the use of extensive glazing, which reflects the landscape, making the building feel less like an imposition and more like a transparent part of the natural setting.
- Quote paper
- Diplom-Kaufmann, M.A. Marco Alexander Caiza Andresen (Author), 2004, IBM Pilot Head Office (Cosham, Hampshire, 1970-71) and IBM Technical Park (Greenford, Middlesex, 1975-1980) – Architecture as Part of the Market oriented Corporate Culture, Munich, GRIN Verlag, https://www.grin.com/document/73338
