A Crazy Idea Takes Shape
The Flatiron Building, originally the Fuller Building, was born out of an insane idea; to be a triangular 22-story building shaped as an "iron".
Today, a century later, it remains one of the most photographed buildings in NYC.
A Building Becomes an Icon
Unlike New York's early "blockier" skyscrapers, the Flatiron Building epitomizes the words unique and Iconic.
Designed with a classical Greek column, it has a façade of limestone and glazed terra-cotta at the top.
Early sketches by Daniel Burnham show a design with an (unexecuted) clockface and a far more elaborate crown than in the actual building.
Though Burnham maintained overall control of the design process, he was not directly connected with the details of the structure as built; credit should be shared with his designer Frederick P. Dinkelberg, a Pennsylvania-born architect in Burnham's office, who first worked for Burnham in putting together the 1893 World's Columbian Exposition in Chicago.
Just as the Flatiron building started with initial concepts, so does the beginning of building a brand or designing a logo.
Building the Flatiron was made feasible by a change to New York City's building codes in 1892, which eliminated the requirement that masonry be used for fireproofing considerations. This opened the way for steel-skeleton construction
The Fuller Company, the firm contracted to build the Flatiron, had extensive expertise in steel-skeleton construction and such unique characteristics. They also hired skilled workers who were experts in their own fields of masonry and construction.
That same type of dedication and expertise is critical when launching a brand.
The Flatiron Building has become an icon of New York City, and the public response to its unique concept ...from the very beginning ... was enthusiastically welcomed. And, once construction of the building began, it proceeded at a very fast pace.
For the first time the construction of a skyscraper steel structure could be witnessed in full by the public, an event that received a great response and was immortalized by photographers Edward Steichen and Alfred Steiglitz.
In today's digital age of avid consumption of video content, it is critical to get your brand story out ... even while it's happening.
Once this exquisite, iconic building was complete, they needed a way to get the word out to the masses, and promote the innovative design, construction and availability. After all, they needed to get tenants in quickly, and start making revnue.
The Flatiron attracted the attention of numerous artists, and was the subject of one of Edward Steichen's atmospheric photographs, taken in 1904, as well as a memorable image by Alfred Stieglitz, to which Steichen was paying homage
Getting the right people or companies to see your brand or product offering, requires having (and using) great publicity.