Rockefeller as an Attractor
This weekend has been consolidating the last two presentations. Making sense of them, and reformatting for The White Book. As a precursor to re-brief: Exodus to Rockefeller, Rockefeller described in the language of Exodus (Rem Koolhaas and team, 1972).
The Rockefeller Center when built instantly became an icon. A status that hasn't faded with time. It's success as an icon has arguably been due to four primary reasons:
1. Aesthetic and Scale.
New York was still in its infancy in the 1930's. Great swathes of Manhattan were relatively flat. The stage was set for a grand development, both in scale and detailing. Rockefeller foresaw the project to last as an icon beyond its inception. The Great Depression of 1929 created a climate where Americans needed a symbol of hope. This hope came in the form of a vision by Rockefeller to build a grand statement of hope for the hope starved America. By building large and detailing the building with lavish and outrageously glamorous materials, Rockefeller succeeded in giving those in New York a hope of a brighter future. A clear and brave statement of confidence in the American future. Seduction of Glamour.
2. Programme and Infrastructure.
The development of the Rockefeller Center was unique in terms of the role of the Architect. Instead of Raymond Hood gaining full control of the design development of the build, a consortium was founded with Hood as an equal member. The design of the center evolved ensuring that all aspects of the design such as programme adjacencies, structure, mechanical services, as well as scale and aesthetics were addressed. This collaboration minimised the risk to the investor and ensured the Rockefeller Center remained a success and an icon beyond its initial opening sensation subsided.
3. Global Stage.
The Great War had just past and Rockefeller saw an opportunity in the Rockefeller Center to bring key countries from across the world together. An ambitious attempt to prevent another drawn out and deadly war. Rockefeller also saw a financial opportunity in improving trade relations and to effectively sell off parcels of real estate to countries directly for them in turn to lease them to local companies. The conglomeration of nationalities and mixture of companies still exist today and has become a key factor in ensuring that Rockefeller Center has remained an icon on the world stage.
4. Media and Advertisement.
In a time of Depression, Americans were desperate for a bright future. Through ensuring an outrageously glamorous aesthetic to the project, Rockefeller saw the magnetism of fashion. An attractor for the great and good that inevitably filtered down through all classes. The Rockefeller project began it's path as a new location for New York's Opera House. Even though the Opera House was abandoned during development, the concept of shifting New York's entertainment center did not. The concept of an entertainment center as an attractor succeeded. The Rockefeller Center maintains its presence in New York for housing numerous theatres, including Radio City in addition to companies such as NBC.
The Rockefeller Center when built instantly became an icon. A status that hasn't faded with time. It's success as an icon has arguably been due to four primary reasons:
1. Aesthetic and Scale.
New York was still in its infancy in the 1930's. Great swathes of Manhattan were relatively flat. The stage was set for a grand development, both in scale and detailing. Rockefeller foresaw the project to last as an icon beyond its inception. The Great Depression of 1929 created a climate where Americans needed a symbol of hope. This hope came in the form of a vision by Rockefeller to build a grand statement of hope for the hope starved America. By building large and detailing the building with lavish and outrageously glamorous materials, Rockefeller succeeded in giving those in New York a hope of a brighter future. A clear and brave statement of confidence in the American future. Seduction of Glamour.
2. Programme and Infrastructure.
The development of the Rockefeller Center was unique in terms of the role of the Architect. Instead of Raymond Hood gaining full control of the design development of the build, a consortium was founded with Hood as an equal member. The design of the center evolved ensuring that all aspects of the design such as programme adjacencies, structure, mechanical services, as well as scale and aesthetics were addressed. This collaboration minimised the risk to the investor and ensured the Rockefeller Center remained a success and an icon beyond its initial opening sensation subsided.
3. Global Stage.
The Great War had just past and Rockefeller saw an opportunity in the Rockefeller Center to bring key countries from across the world together. An ambitious attempt to prevent another drawn out and deadly war. Rockefeller also saw a financial opportunity in improving trade relations and to effectively sell off parcels of real estate to countries directly for them in turn to lease them to local companies. The conglomeration of nationalities and mixture of companies still exist today and has become a key factor in ensuring that Rockefeller Center has remained an icon on the world stage.
4. Media and Advertisement.
In a time of Depression, Americans were desperate for a bright future. Through ensuring an outrageously glamorous aesthetic to the project, Rockefeller saw the magnetism of fashion. An attractor for the great and good that inevitably filtered down through all classes. The Rockefeller project began it's path as a new location for New York's Opera House. Even though the Opera House was abandoned during development, the concept of shifting New York's entertainment center did not. The concept of an entertainment center as an attractor succeeded. The Rockefeller Center maintains its presence in New York for housing numerous theatres, including Radio City in addition to companies such as NBC.
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