In the second of two columns exploring the impact of digital culture on design, Sam Jacob looks at how Google Maps is reshaping cities while Apple, Facebook and Amazon are reshaping the natural landscape by building their own headquarters as self-contained ecosystems.
“Over the last year or so, many of the key digital behemoths have unveiled plans for new headquarters: the grand edifices that they choose to erect for themselves. These are the physical ecosystems inhabited by our digital ecosystems, and in these habitats we can read technology companies’ own ambitions and their own self images, and perhaps glimpse something of the distortions that digital culture brings to the world around us. […]
In designs for both the Apple and Facebook headquarters, the idea of nature is at once highly present and highly synthetic. It’s a level constructed above vast parking garages, quoted as experience and presented as mission statement. In both, there are echoes of the hippy pastoral techno-utopias of the 1960s, washed together with management theory and marketing. These are ideologies made glass and grass. […]
Proximity and loss of hierarchy are, in this headquarters, core issues. These reflect both the nature of digital work culture and the nature of the digital too. The absence of distance and constant adjacency is at once both the liberation that digital culture brings and the springboard for loss of liberty that Prism suggests. In architectural terms, we might understand this problem in terms of openness: the open plan and the curtain wall are simultaneously things that give us spatial transparency and a condition of panoptic surveillance.”
(If this topic fascinates you, also check out this fascinating piece by George Packer in the New Yorker on how Silicon Valley is transferring its slogans — and its money — to the realm of politics.)