Brand Building

Since 21 centuries, this is common fashion for fashion area and architecture area that they cooperate to design brand shop. Through creating an attractive architectural space, corporate want to improve the image of the corporate brand and shape the future of a corporate.. The architect uses the fashion brand as the satge that carries out an oneself to design speculation, pursuing an own interest at the time of satisfying owner's request. The brand building is born when the fashion brand and architecture intersect and mix together. The new style architecture is beyond the research category of traditional architecture. The article' main goal is to research the crossing field of the fashion brand and architecture..First of all , The article regard consumer society as the important background of the full text discuss. The article deduced the concept and the cause of brand building from two sides: one is the penetration of architecture area by fashion brand, the other is that architect intervene the fashion area with an identity or a standpoint which is different from before.Then, from the angle of the communication and architecture , the article discussed the function of the brand building that enhance a corporate brand image, and the outstanding feature as a new style architecture. After that, the article regarded some excellent brand buildings as examples, focused on the expectations clients have of architecture and on dsigns intended by architects to meet the expectations of clients.Finally, the conclusion part discussed the positive significance of the brand building :on the one hand , the brand corporate created an attractive architectural space that annotated a new concept of shopping space, even as they win acceptance from society, enhance a coeporate brand image image and expressing a business enterprise an existent purpose, the other hand.the architecture also found out the new arena of the expioration and development in the fashion industry, and "brilliance" that lose already a long time in this special field of study. Not only that, the article thought deliberately about some severe questions of architecture and the urban culture of allover the world that brought by brand building.