Office Buildings Towards the concept of corporate image. Gualino Palace: A disappeared case of Corporate Modernism

Abstract

The article focuses on the concept of Gesamtkunstwerk in office buildings. Since the Twenties architects have begun to consider furniture and furnishing in modern office as an opportunity to combine their functional needs according to the image of a modern company. Giuseppe Pagano and Gino Levi Montalcini, two Italian architects involved in office modern design, built and furnished Palazzo Gualino (Turin, 1928-1930) considered as a prime example of the new rationalist architecture in Italy. Every single detail was carefully studied following the concept of company identity. Over the years Palazzo Gualino was sold to different companies and a lot of its furniture disappeared. As a consequence, due to the change of its function, a restoration was carried out without considering the preservation of its interior design. Thus, a question arises: is it possible to preserve the historical value of an unique office building when a change of its function occurs?