06/02/2005 08:40:00 AM 
Today, when the concept of a factory is something of a memory or an idea that's been relocated to the distant lands of Asia, Hadid's architecture creates a new paradigm.
Factories usually draw clear lines of demarcation between workers and management and are off-limits to consumers. Hadid's building at the Leipzig plant celebrates the union between all these different forces.
Hadid's writers have their own rather poetic language to describe the building.
The architecture we are developing is no longer the architecture of repetition and pre- conceived forms.
Rather, it is an organic architecture that is able to adapt and mould itself to the peculiarities of the terrain, to orient itself to the various directions of access and to synthesize a complex series of concerns into a seamless and integrated whole. This is made possible by the curvilinear morphology that can incorporate a multitude of forms and directions without fragmentation.
New numerically controlled manufacturing techniques make this quasi-natural process of formal variation possible and affordable. The result is aiming to come closer to the compelling beauty of living organisms.
The new building becomes a shining monument to the BMW brand. Hadid translates the idea of factory taking it to a new level. It's building as a brand idea, one that isn't just consistent to the brand, it pushes the brand forward by adding a new found contemporary relevance.
Like Prada with Koolhaas before, BMW shows us the reality of architect as a lead brand communicator.
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