Architecture is the key to implementing Muzak's new identity. It will provide a diagram of what Muzak wants to become, and will help the company structure its transition into the home consumer market. Architecture will add value, credibility, and clarity to Muzak's identity while positioning it for future growth.
An ethical design strategy, based on research and analysis into the company itself, will provide Muzak with a customized solution that is appropriate for the richness and uniqueness of its content.
Superbrutalism exacerbates the logic of capital flows to simultaneously amplify and subvert them. This exposes programmatic limitations and restraints while pushing them to an extreme position. It provides a moral architecture; beautiful and well-designed environments that lack the repelling ease of consumption. Operating within the logic of flows, a strategy of blankness and channeling maintains an identity while taking a back seat to accommodate the real star of corporate architecture, a company's content.
Superbrutalism turns the inescapable blankness and alienation of large corporate spaces into forms of accommodation and desire. It is a simple container for complex content. Superbrutalist forms are highly designed, but remain blank and austere. They recede into the background allowing individuals to flourish in a frame. The frankness and distance of this abstract organization makes boredom and the loss of subjectivity sublime.