FUNNY NAMES

Blue House, London (FAT)

Blue House, London (FAT)

London architecture office FAT has announced that it will shut down its studio next summer, after “exploring the potential of the projects as much as possible,” reported Dezeen. (Architectural firms like FAT don’t have offices, they have studios.) One less funny-name, I thought to myself. The big boys and girls—Foster, Gehry, Safdie, Stern, Hadid—simply use the name of the principal, as architects have always done. Piano adds “Building Workshop,” which is a harmless enough affectation. Presumably, their buildings speak for themselves. Indulging oneself in a catchy, or at least memorable, moniker, is partly an attempt to stand out from the crowd, and partly a branding tactic: We are not simply a business, we are hip, artistic, creative. Hence names such as Morphosis, Asymptote, and Snøhetta, or the more outrageous BIG, MAD, and FAT. Interestingly, I can’t think of a classicist firm that has adopted either faceless initials, or a funny name. Greenberg, Porphyrios, Simpson, and Appleton, follow the old convention. But perhaps that is a part of their brand: We aren’t chic or fashionable, we just deliver buildings, the old-fashioned way.

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