Designing in an urban context allows architects to produce one-of-a-kind projects, and as such, commercial architecture serves as a representation of creative thinking as well as an extension of the building owner's character.
Mimetic or Novelty Architecture
Novelty architecture, termed 'mimetic' or 'programmatic,' embodies flamboyance and quirkiness, designed to captivate and allure visitors by extravagantly imitating something else. Originating in the United States, spurred by car travel culture, these structures aimed to stand out to fast-passing travelers. Initially roadside attractions, they've evolved, now encompassing diverse attention-grabbing buildings, notably casinos.
Exploring the globe reveals the vibrant and eccentric forms of existing novelty architecture, showcasing outrageous designs and bold colors that continue to attract attention today.
Here are five examples of how architecture has made a major impression in commercial advertisements:
1. The Big Chicken in Georgia
The Big Chicken, a landmark in Atlanta, served as a promotional icon for KFC and a notable visual marker for pilots approaching Hartsfield-Jackson airport. Originally constructed in 1963 for a restaurant called Johnny Reb's Chick-Chuck-'N'-Shake, its moving eyes and beak caused vibrations that shattered restaurant windows. Nearly demolished in the '90s due to storm damage, public outcry led to its restoration in 2017, preserving this iconic structure.
2. Bob's Java Jive in Washington
The distinctive coffee pot-shaped building, constructed in 1927 by Otis G. Button in Tacoma, had varied roles as a diner, drive-in, and go-go bar. Acquired in 1955 by Bob and Lylabell Radonich, it was renamed "Java Jive," inspired by a popular Ink Spots song. Renowned for live music, the venue even housed two macaque monkeys, Java and Jive. Hosting acts like The Ventures, Nirvana, and Neko Case, it attracted regulars like Keanu Reeves following his film work in "I Love You to Death" in 1990.
3. Hood Milk Bottle in Massachusetts
The Hood Milk Bottle, erected in 1930 as a novelty architecture piece, promoted a nearby ice cream parlor by ice cream maker Arthur Gagner. Abandoned by 1967, it found a new home at Boston's Children's Museum in 1977, transported on a barge with two fire boats. This 40-foot-tall bottle, which could hypothetically hold 58,620 gallons of milk, remains a fixture at the museum, serving sweet treats to visitors, and showcasing its enduring novelty appeal.
4. Teapot Dome Service Station in Washington
The former Zillah gas station, constructed in 1922 by Jack Ainsworth, ostensibly advertised tea from the nearby Old Dalton Trading Co. General Country Store. However, its true purpose was to symbolize the Teapot Dome Scandal during Warren G. Harding's presidency. This scandal involved Secretary Albert Fall leasing government oil reserves in Teapot Dome, Washington, resulting in his imprisonment.
Until 2006, the station served as a gas pump. Now functioning as Zillah's visitor center, it intrigues travelers from Interstate 82 with its historical significance.
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5. Longaberger Basket in Ohio
Dave Longaberger, founder of The Longaberger Company, displayed fervent enthusiasm for novelty architecture by commissioning a headquarters resembling the company's signature basket in 1997. The seven-story building, a local landmark in Newark, Ohio, accommodated 500 employees and attracted attention from passersby. However, business struggles led to its closure in 2015.
Despite plans to convert it into a boutique hotel by a local developer in 2017, the efforts failed. Presently, the distinct basket-shaped building remains unsold and is listed for sale again, underscoring the challenges of repurposing unconventional architectural designs.
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