Candidates, Why go through a recruitment agency ?
1/ Your chances of finding a job are multiplied If you respond to a job offer published by a recruitment agency, your application will not…
New York’s Baccarat tower, a real gem
This skyscraper, standing at just under 200 meters tall with 50 floors, was designed by SOM (Skidmore, Owings & Merill), one of America’s largest agencies specialising in architecture, interior design, engineering and urban planning, and which operates internationally. Controversially, the building is located at the junction between 53rd Street and Fifth Avenue in New York, directly across from Moma (Museum of Modern Art). Indeed, the project has been criticised for fear that it darkens the surrounding streets. It is a mixed-use building, incorporating a luxury hotel (Baccarat Hotel), a public library located on the ground floor and apartments. They command views over the city, including Central Park and the Empire State Building.
Promoting the Baccarat brand
The structure of the building is based on contrasts. The East and West elevations are clad in black aluminium whilst the two others – North and South – glisten with clear glass panelling. The opaque, closed side therefore contrasts with the transparency and openness of the other two sides.
The architects wanted to recreate the feelings you experience when looking at the distinctive packaging of the French brand, Baccarat, following the example of brands such as Hermès or Tiffany: it hints at the beauty of the jewel within.
The tower’s podium also plays with glass, featuring triangular glass fins that create a continuous interplay of light.
Crystal as a design element
The interior of the hotel was designed by French agency Gilles & Boissier. Glass features throughout, and the reflective effects, coupled with the natural light afforded by the windows, serve to reduce the need for artificial light.
We are captivated by the idea of designing a building to reflect the spirit of a brand. What do you think?