[Tagging] Postindustrial Castle

John Willis johnw at mac.com
Fri Oct 16 03:09:27 UTC 2015


> On Oct 16, 2015, at 3:49 AM, Martin Koppenhoefer <dieterdreist at gmail.com> wrote:
> t least the intention was to build a castle, the typology is copying
> from castles, Hearst ruled an imperium (of publishing), he organized
> impressive receptions, held formal dinners, etc. --- for me the
> meaning of castle as you describe it would not have to be stretched
> (much).

No, it wouldn't, you're right. 

Apple is building a big round HQ in Cupertino - it is very large and imposing structure - holding thousands of "troops" - famous "generals" of Ive and Cook", and their formidable "weapons" to fight against their enemy across the valley in the "Googolplex" castle. 

Its easy to use language to make anything anything, especially if you conflate the personality of the occupants with the building, rather than the usage and purpose(s) of the building itself. 

All of the things that make Hearst castle not a castle are in its intended purpose and usage before it was a historical museum. The qualities of the man made it seem more formidable, and its location is also topographically imposing, but the intended use of the facility was a lavish residence in the style of a castle. My aunt has a giant log cabin on a 1500m hill, much higher than Hearst's lavish residence on the coast. 

This height advantage doesn't make her residence any more of a castle, nor more important than Heart Castle (the elevation importance argument). 

Apple is calling their new campus a "spaceship" - and though large and imposing, it is not a craft for space travel. It's just a name. 

"A man's home is his castle" - but the structure is still a "house". Same with Hearst. 


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