accounts held by the company, with the intention of encouraging
informal contact and interchange.
A direct contrast to the idea of interior space as adaptive
neighbourhood is another characteristic development of modern
life: the exponential growth in standardized environments. In
archetypal form, these originated in the USA but have since
extended to many other countries. Early examples could be found in
up-scale markets, such as the growth of the Hilton hotel chain to
global prominence, based upon a concept that all their premises
should be constructed to a standardized format, intended to enable
travelling executives to feel immediately a sense of continuity and
familiarity, whatever the location.
The greatest impact of this principle, however, has been through its
subsequent spread downmarket on a huge scale. Among the most
characteristic sights of innumerable small town and suburban areas
of the USA are the ‘strip malls’ that fill roadsides for miles at a time.
These are simply shops, restaurants, and services decanted from
earlier concentrations and now spread in seemingly disorganized
fashion along main roads, but with easy access for motor vehicles.
Within the confusion, however, a high degree of recognition of
particular companies exists, especially fast-food franchises. The
buildings for, say, McDonald’s, Pizza Hut, or Burger King follow a
similar pattern across the country, indeed around the globe, which
is instantly recognizable. Whatever the specific spatial dimensions
of an individual site, the decoration, furnishings, and fittings also
provide an immediately recognizable pattern for customers.
Similarly, their menus offer highly standardized fare at accessible
cost. The role of design, therefore, becomes that of providing a
complete template across all activities and design elements,
adaptable in detail to particular sites around the world, but
always within the framework of overall standards.
In the United Kingdom or Europe, where space is more limited and
planning controls have largely restricted such sprawl, main
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Design