Giuliano Azzinari was invited by the Architects’ Association of Milan as an expert in the field to discuss the building envelope in a series of conferences held at the Regione Lombardia skyscraper. He sees it as a dialectical relationship between facade and envelope. One does not exist without the other and one is needed to define’ the other. Architecture merges with the brand and becomes a communicative vehicle for what it houses, an icon. The logic of sale and identity are incorporated into the architectural design. It is no coincidence that nowadays architecture for commerce is a paradigm of contemporaneity. READ MORE