Arata Isozaki, a visionary Japanese architect and the recipient of the 2019 Pritzker Prize, the highest honor for an architect, wasn’t just a master in designing spaces but also in creating a brand. One could draw parallels between Arata Isozaki’s works and the creation of a brand identity.
Just as brands are successfully able to cultivate a distinct identity while staying relevant to the changing times, Ararat Isozaki’s architecture has achieved an identity of its own while evolving from the beginning of his career to the present. Let’s take a step-by-step approach to understand the parallels between the two journeys, one of an architect and the other of a brand
Narrative Building
The architectural work of Ar. Arata Isozaki is deeply philosophical. Many of his projects carried references from history and culture yet were futuristic. His work is described as bridging a gap between the Eastern and the Western architectural styles.
The Tsukuba Centre building is a great example that reflects his futuristic outlook while being rooted in Japanese tradition. It is described as ‘Eclectic Schizophrenic’ for its an inverted duplicate of Michelangelo’s Piazza of the Campidoglio. The building follows Japanese principles by prioritising composition over hierarchy.
The building tells a story, the vision to bridge the gap between the past and the present. To move towards development while staying rooted. Strong brands operate similarly; for instance, at its core, Airbnb is about accommodation but bases its identity on the ability to ‘belong anywhere’. A strong philosophy makes the foundation of a brand strong, providing its core values for growth. This is critical to Isozaki’s architectural journey as well
Identity
The mark of a great brand lies in its recognizability. Like the Nike swoosh, Disney’s castle, Apple’s sleek product design, and Coca-Cola’s bottle and colour scheme. Similarly, the bold geometric forms, innovative materials, and distinctive play of light and space make Ar. Ararat Isozaki’s works are instantly recognizable.
Gaining tutelage from Kenzo Tange and being inspired by the metabolism movement in architecture, he can create unique pieces of architecture that capture people’s attention, making any structure designed by him iconic in its own right.
For instance, the Himalayas Centre in Shanghai creates a strong visual identity with its organic, cave-like facade and contrastingly placed interiors beside Chinese-influenced lattice grids, making this an eccentric blend of organic, sculptural, and commercial styles of architecture. Creating a landmark within the Shanghai district
Cultural Sensitivity
When creating a global brand, it is essential to be mindful of the cultural nuances around the world. For instance, brands like McDonald’s and Starbucks create unique items in their menu depending on where in the world they are located. This is done to appease the local community and market.
Isozaki, being one of the first Japanese architects to gain international recognition and also an honorary AIA membership, was able to carry out projects in Asia, Europe, North America, and the Middle East. He was able to seamlessly include local cultural elements into his design while maintaining his signature aesthetic.
For instance, the Museum of Contemporary Art in Los Angeles harmonised with the urban settings of the city while creating its own strong identity with its exterior clad in red sandstone and diagonally placed green aluminium panels.
Adaptability
Any brand needs to adapt to the changing times. For example, Netflix was a rent-by-mail DVD service when it was founded, but now it is a streaming platform. To stay relevant, brands need to adapt.
The architecture of Isozaki was never confined to a single style but was an exploration of different movements throughout his career. From metabolism and brutalism early on to influences of postmodernism and deconstructivism in his later years. Though these projects were developed with a considerable gap, they carry a common thread of emphasising the form, cultural context, and the future. One could say his brand adapted without losing its identity
Risk and Innovation
Isozaki’s career trajectory can be defined as the unrelenting pursuit of innovation. He questioned the conventional architectural norms. He did not follow trends but set them. Apple did not just create a new operating system; it instead redefined the experience of owning technology—something no one had not witnessed or perceived before.
The Ark Nova project, an inflatable mobile concert hall designed for disaster-stricken regions, is an excellent example of Isozaki’s innovative and bold approach towards architecture that is both risky and yet functional. Taking risks and innovating is what makes a brand move from ordinary to extraordinary and is precisely what makes the architecture of Arata Isozaki genuinely exceptional.
The building of a brand hinges on the authenticity of the journey and the philosophies that build it. It isn’t very different from the makings of a great architect. Architect Arata Isozaki stayed true to his core principles as a designer while exploring several relevant themes during his lifetime. His buildings leave a lasting impact and distinct identity in the larger context and to the user. Thus, he made a brand of himself such that even after his demise in 2022, the architecture of Isozaki stands as his identity and shall continue to do so.
References:
Arata Isozaki: The Pritzker Architecture Prize (no date) Arata Isozaki | The Pritzker Architecture Prize. Available at: https://www.pritzkerprize.com/laureates/arata-isozaki (Accessed: 11 March 2025).
Archiweb – MOCA – Museum of Contemporary Art (no date) archiweb.cz. Available at: https://www.archiweb.cz/en/b/moca-museum-of-contemporary-art (Accessed: 11 March 2025).
Giovannini, J. (2022) Arata Isozaki, prolific Japanese architect, dies at 91, The New York Times. Available at: https://www.nytimes.com/2022/12/29/arts/design/arata-isozaki-dead.html (Accessed: 11 March 2025).
kwok , natasha (2019) Arata Isozaki sculpts Shanghai himalayas center with organic cave-like façade, designboom. Available at: https://www.designboom.com/architecture/arata-isozaki-himalayas-center-zendai-08-11-2015/ (Accessed: 11 March 2025).
Nasir, O. (2024) The life and inspiring works of Arata Isozaki, PA. Available at: https://parametric-architecture.com/the-life-and-inspiring-works-of-arata-isozaki/?srsltid=AfmBOoqv4OtslcANdIxVjROaJ75-wzfTNmB16tqswWJd_02RS4i4L5DS (Accessed: 11 March 2025).
