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When Architects Build Brands: Is Architecture's Future in Advertising?

Architects have an eye for design, but do they have an eye for advertising? In Norway, for example, Snøhetta isn't just known for the Oslo Opera House but for branding some of the country's largest companies. In America, Hickok Cole Architects of Washington D.C. are working on brand identity with companies as large as Pfizer. Recently, Hickok Cole Architects launched a new advertising arm to the company -- Hickok Cole Creative. With interdisciplinary practice on the rise, one has to wonder – could the work of the architecture firm of the future not be architecture at all? Read more about Hickok Cole's transition into advertising in this article at the Washington Business Journal.