Corporate Architecture – Built Brand Identity in Space
At first glance, the term "corporate architecture" often evokes the notion of uniform, interchangeable buildings with no apparent connection to their respective locations. However, as architects and general planners frequently active in this area, we understand that behind corporate architecture lie complex tasks that demand precision, adaptation, communication, logistical skills, and other challenging competencies. These very challenges make such projects particularly exciting for us...
Anna Stärk
27. November 2025
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At first glance, the term "corporate architecture" often conjures up images of uniform, interchangeable buildings without any discernible connection to their respective locations. However, as architects and general planners frequently engaged in this field, we understand that behind corporate architecture lie complex tasks that require precision, adaptation, communication, logistical skills, and other demanding competencies. These challenges make such projects particularly exciting for us.
In essence, corporate architecture involves the spatial translation of brand identity according to a corporate identity concept. The spatial design is brought to life through materiality and atmosphere, architecture, design, communication, and brand values. The goal is not simply to create functional spaces but brand spaces that offer users orientation, brand trust, and recognition.
Corporate architecture pursues several essential objectives: it aims to create identity for both customers and employees, foster trust through consistent design, differentiate in the competitive landscape, and be relevant for overall employer branding. Additionally, more brands are adopting sustainable, modular concepts that merge ecological and economic requirements.
Professional brand architecture arises from the collaboration of interdisciplinary teams consisting of architects and brand strategists, working closely with corporate communications, HR, and marketing.
A prime example from our current work is the Swedish textile company Hennes & Mauritz (H&M). As general planners and architects, we oversee the nationwide renovation of several branches of the fashion company, ensuring the consistent implementation of the design guidelines from the corporate identity concept. The challenge here is to adapt to the diverse local structural and regulatory conditions. Our responsibilities include coordinating all specialist planners, managing deadlines and costs, and ensuring quality from concept to realization.
Founded in 1947, H&M today uses corporate architecture to make its brand identity globally visible and experiential. The architectural language is clearly defined: simple facades with plenty of glass, a restrained color palette in white, light gray, or natural tones, open entrance areas, and a minimalist design language. The aim is to convey transparency, accessibility, and contemporary fashion at first glance—accessible, user-friendly, and modern.
This approach combines global recognizability with local nuances: H&M subtly adapts its architecture to cultural, urban, and geographical conditions, ensuring the brand remains recognizable while credibly anchored in the local context.
H&M exemplifies that corporate architecture in retail extends far beyond facade design. For us as general planners and architects, these projects offer interesting opportunities on a professional level: they require interdisciplinary thinking, precise coordination, and a high standard of both design and technical quality. The close collaboration with clients and various professional disciplines expands the planning horizon and fosters the development of efficient, standardized processes. At the same time, these projects offer a deep insight into brand strategy considerations and provide an opportunity to actively contribute to brand perception through architecture.
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Anna Stärk
27. November 2025
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The Hirsacker Foundation is a private foundation based in Liesberg, Canton of Basel-Landschaft. By public mandate, it offers places in "Supported Living" as well as in "Accompanied Day Structuring" specifically for people on the autism spectrum. Founded in 1987, more than 60 employees are currently dedicated to enabling clients to lead self-determined and fulfilling lives. Tailored to individual needs, the services include nature-oriented, manual, and creative activities that take place in a safe and supportive environment, focusing on joy of life, development opportunities, and social inclusion. Maintenance work that has become necessary is now being undertaken by Blaser Architects. This encompasses several properties of the Hirsacker Foundation, particularly the "Riederwald" residential building and the "Hirsacker" area. A first sub-project has already been completed, with other works still pending.
A large part of our work today is digital and virtual—we design with CAD, enhance plans with BIM data, and visualize projects in 3D. Still, sometimes the tried and true methods prove their worth. Take model making, for example, which continues to play a significant role in architecture. Surprisingly, this might seem counterintuitive given the indispensable tools like 3D renderings and simulations, making physical model making appear almost outdated. However, as in life, the magic often lies in the mix: combining digital and analog methods unlocks unique potential. Why Analog When Everything Is Digital?
… How Glazing Systems Sustainably Brighten Spaces In our projects, the use and integration of light always play a central role. Whether in offices, laboratories, or residential spaces, daylight is a crucial factor in both new construction and renovation projects. And for good reason—flooded with natural light, rooms not only create a pleasant atmosphere and a sense of spaciousness but also significantly impact energy efficiency and indoor climate. Last but not least, light and air have been proven to influence human psychology. In the following, we take a closer look at the key aspects of daylight planning from an architectural perspective and how the right glazing systems can enhance daylight supply in interior spaces.
What actually is... amock-up?Sketches, drawings,floor plans, 3D models - the language used by architectural designers tocommunicate visually is not always easy to understand right away in reality -after all, visualizations often only offer a perspective view and plans, gridsand the like must also be able to be read. And even if digitalization has longsince found its way into the field of construction (planning) and architecture,the implementation of a project and the end result is still a highly analoguematter that involves sensory perception. So what helps to illustrate ideas andpossible projects in the best possible way and to give clients, but also thecontractors, tradespeople and suppliers involved, a comprehensive picture ofwhat the future could look like? Exactly, a mock-up, i.e. a modelrepresentation on a scale of 1:1. The term mock-up has its origins in French(maquette) and means something like preliminary model, sketch or draft.
Architecture and science – two fields that go hand in hand in the Basel region. These aspects are skillfully intertwined on the MAIN CAMPUS of the Switzerland Innovation Park Basel Area in Allschwil. This life sciences and innovation ecosystem, developed over the past few years near the French border on behalf of Senn Resources AG, offers an attractive and highly interconnected home for companies and institutions ranging from startups to multinational corporations...
In the heart of the Gotthard massif lies the small village of Andermatt, which despite its striking location remained untouched by tourism for a long time. Thanks to a comprehensive tourism initiative by the major Egyptian-Montenegrin investor and developer Samih Sawiris, this has now changed and Andermatt has become an attractive destination for winter and summer visitors. We were also involved in this project and, as architect and general planner, have been responsible for getting the largest flat block there, Haus YARA, off the ground in recent months. Our guiding principle for this project was to combine tradition and modernity in order to create a harmonious whole between contemporary living and traditional architecture. MINERGIE certification, which was officially awarded the week before last, is also part of the concept.
Efficient, cost-effective and high-quality: our new-build project in Basel/Binningen with prefabricated façade elements. What convinced us... We are currently working on the construction of a new apartment block (MFH) in Basel/Binningen, where we are in the middle of the shell construction and suggested a kind of modular system to the client, more precisely the use of prefabricated façade elements.
We decided to work with ERNE AG Holzbau, which specialises in prefabricated façade systems. Together, we developed a combination of reinforced concrete ceilings with steel columns and non-load-bearing façade elements for our project. The following advantages drove us to pursue this concept:
A key benefit is the time factor: prefabricated façade elements are manufactured in the factory and can then be assembled on site, which significantly reduces the overall construction time. In addition, you are less dependent on favourable weather conditions, as it is more difficult to work in hail, snow or 35 degrees than under weather-independent conditions in the production hall, where the right tools, materials and expertise are always immediately available.
Founded in 1993, our office can now look back on a career spanning more than 30 years. 30 years in which we have been able to implement a large number of exciting projects, gain experience and, last but not least, continuously develop ourselves. What has remained the same is the passion for our profession and the unconditional thirst for knowledge and the will to share it, because more than ever we believe that it is not about preserving know-how and experience, but about sharing and passing it on - this is the only way to create mutual exchange, progress and participation. Our company claim “sharing experience” is intended to fulfill this desire and is part of our relaunch, which we implemented on the occasion of our 30th company anniversary...
On May 9, 2025, the Industry Night Regio Basel will take place – a unique event where companies open their doors. Blaser Architekten has taken the initiative and brought together seven companies from the region to provide a joint insight into the diverse aspects of construction projects.
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