Corporate Modernism, one of American architecture’s greatest achievements, symbolized the power, prestige and progressive spirit that twentieth century American enterprise sought to convey through their buildings.
This adaptation of Modernism arguably came to the shores of the United States first landing in Philadelphia during the Depression era between the Wars and arguably reached its maturity as “Late Corporate Modernism” during The United State’s celebration of its Bicentennial in 1976.
There is a certain irony that the book ends of this movement are both in Philadelphia; the American City most associated with the colonial era and the founding of the country.
PSFS and the Birthplace of Corporate Modernism
The 1932 construction of the iconic Philadelphia Savings Fund Society building in Center City Philadelphia is generally recognized as a pioneer of Corporate Modernism. On the eve of the Depression, the century old Savings Fund Society sought to tout its progressive innovative approach to banking through its new building. The resulting edifice, one of only two U.S. skyscrapers included in the 1932 International Style exhibition at the Museum of Modern Art is celebrated as a summation of European Modernism’s coming to America; at the same time, it is recognized as the style’s adaptation to corporate urban America.
Penn Mutual + Building as Ad
Throughout much of the 20th century the Penn Mutual Life Insurance Company was known by its moniker “Behind Your Independence … Stands the Penn Mutual.” Located just south of Independence Hall, the slogan reflected both corporate branding and the physical reality of its corporate headquarters as backdrop to Independence Hall. Thus, this structure, served as “building as ad,” at once associating the Penn Mutual company with the nation’s founding and the progressive spirit of the 20th century.
About the presenterDaniel Vieyra
TBA