ABSTRACT
The successful corporate tower offers a distinctive image to which lessees are invited to link their corporate image. This quest is for an image of the building as figure against a background which may be achieved in a variety of ways. One of these is the distinction of the work of art, authentically created by the individual genius. One series of advertisements presents the building as a ‘masterpiece’ created in turn by Van Gogh, Seurat, Michelangelo, Rembrandt, Toulouse-Lautrec and Leonardo da Vinci. In a series of mock interviews these artists extol the virtues of the building as they pose with it represented in their particular style (Figure 8.1). The building mostly stands alone, phallus-like against the sky. The artist is shown engaged in the creative act. Michelangelo is immersed in a pile of marble rubble as he chisels out the final window details:
very occasionally a work of art achieves a level of excellence that earns it the title of masterpiece. A sculpture by Michelangelo for instance that by its form and balance surpasses all others. A new sculptural masterpiece is now taking shape.
