Starting with the proposition that "every building is a biography" this talk develops ideas surrounding identity and architecture.

Given in April 2012 at the NYC studio of the Cornell College of Architecture Art & Planning, this one hour talk is part of the ongoing lecture series there.

The talk begins with a definition of the Greek "logos" (as in logo or logotype) and graphic examples of identity from IBM to the transformation of the VW from a personal project of Hitler regime to the cute little 'bug' selling a million cars in the US just 10 years after WWII.

The talk expands to architecture using examples of museum worldwide, but with particular attention to the modern museums in New York. While the ten most popular museums globally subscribe to the philosophy placing the viewer as supplicant, the modern museum repositioned the viewer as a consumer of art. This change is reflected in the museum form and the underlying identity of these institutions.

Finally, the talk focuses on three case studies by Biber Architects;
The Harley-Davidson Museum
The Sten-Frenke House
The European Solidarity Center

Most gratifying, the talk was attended by generations of Cornell Architects ranging from those not yet graduated to alumni from 35 years ago, and in between.

You can also view the video on Vimeo here.