Coca Cola and Facebook
The Nature of Power
Concept
"Let not thy will roar, when thy power can but whisper"
- Dr. Thomas Fuller
The two companies, Coca Cola and Facebook, rely on the more subtle "whisper" of power through influence, such as from their advertisement and media presence. Whether it is the well-established image of Coca Cola or the prominent social platform of Facebook, the power does not originate from a "roar" of aggressive power, but rather through captivating society with more than a product. For example, Coca Cola represents an attitude or feeling, using age-specific advertising and advertising platforms to communicate to its particular audience. Facebook's increasing popularity in itself is a passive power play, as peer pressure within groups of society generates interest and more new users.
Representation of Power
Facebook Headquarters: Most notably, the headquarters are small in size to the neighbouring Coca Cola headquarters. This conveys the unstable and unestablished dominance of Facebook over the well-established power of Coca Cola. The interior is mostly open plan, allowing for the collaborative business communication that operates in the constant development of the company. As represented by the large Facebook logo, a GreenPix Media Facade, as design by Simone Giostra & Partners, emphasises the virtual and advertisement based influence of the company. Made from an integrated system of laminated glazing, photovoltaic cells and low-resolution LED lighting, the GreenPix Media Facade provides sun shading and generates renewable energy through the solar cells.
Similarly, the elevator is understated, relying on its thick construction to communicate a sense of permanence and presence.
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| Example: existing Facebook Headquarters |
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| Google SketchUp model showing the bridge and headquarters |
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| Elevator for the Facebook Headquarters |
Coca Cola Headquarters: As mentioned, these headquarters are elevate above the bridge and Facebook Headquarters, suggesting superiority and seniority. To enter the headquarters, you have ascend upwards from the bridge, alluding to the traditional architectural feature of elevating important buildings on a platform or series of stairs. The strong and grand in scale architecture of the headquarters reflects the stability of Coca Cola's unquestionable power. Similarly, the billboard-like positioning of the splatter Coca Cola logo reflects the company's advertising roots, allowing the viewer to instantly recognise its image, a simple "whisper" of its power.
This image focus is also reflected in the elevator for the headquarters. The large glass cube ascends and descends allowing the passenger to enjoy the beauty of the surrounding valley while also encouraging a surrounding viewer to look in.
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| Example: existing Coca Cola Headquarters |
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| Context and entrance of the Coca Cola Headquarters |
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| Coca Cola Elevator |
Dining Table: As a space separate to the business sphere of the above headquarters, the dining table and casual meeting place for workers encourages a balance of power and an egalitarian opportunity for all to enjoy the peace of the surrounding valley. The square table arrangement encourages people to share the space and avoids a 'head of the table'. Conversations can be shared across and around the dining table. Ample table space means that eating and informal work can occur simultaneously.
