By KATHLEEN PEARCE, AP WriterIn an era when every designer’s job is to deliver a brand-new product, the biggest brands don’t need to invent new designs.
Instead, they can take a page from the likes of Nike and Adidas and create a modern home that blends traditional styles and modern technology.
That’s the approach Fox has taken with its iconic home.
Fox has long been a leader in the construction and renovation of historic homes.
The company has designed and constructed nearly 100 homes, most of them in the Los Angeles area.
It was the first major architectural firm to break ground on its Los Angeles headquarters in 1990.
Its new flagship project, the Fox Tower, is its most expensive and its largest.
It’s also among the most elaborate, with more than 3,500 columns and a roof of more than 30 stories, making it the tallest building in the world.
“We wanted to take the same approach we take with our iconic buildings, and take the architecture of the architecture and transform it into something truly unique,” said David Pemberton, Fox’s chief executive.
“It’s a bold and powerful vision for what Fox architecture can do.”
Fox is building its flagship building in Los Angeles with a blend of traditional architectural styles and technology, including new elevators and LED lights, a glass-covered roof, and more than a dozen exterior elements that include windows and balconies.
The building, designed by a Fox architect named Jens Schulze, is scheduled to open in 2021 and will be the company’s tallest in the U.S. (The tallest building is the 1,300-foot-tall Burj Khalifa in Dubai.)
The Fox Tower is part of a trend for architecture firms to focus more on design than on construction.
“The trend is to focus on the architect,” said Peter Zumthor, chief executive of New York-based architectural firm Pritzker Architecture.
The focus on technology and the ability to build in more complex environments has been a major driver for the rise of digital architects like Pritzkers Pritzner Architecture Group.
The rise of tech-driven firms like Google, Facebook and Apple has also fueled the popularity of more traditional architecture firms.
Pritzkars architecture firm is the only architecture firm that’s not involved in a new design or renovation project, Zumthan said.
But Pritzkos architecture is one of the first to break new ground in this new era of digital architecture.
It has also designed and built the tallest skyscraper in the United States, the 1.8-million-square-foot One57 in New York City.
Pritzker and Fox are among the biggest names in the business, and their success has been fueled by a strong following among the American public.
“A lot of the public doesn’t want to pay a premium for something that they don’t know what it is,” said Dan Zirbel, who leads the Pritzky architecture firm.
“But it’s still an amazing product.”
Fox was the architect for the 1-57 in NYC.
Here, it shows off a brand new elevator and a new lighting system for the building.
The company has also become a dominant force in the design and construction of homes, but it also has a big problem: People are not willing to pay for a house that’s so large that it’s impossible to fit into their garage.
“Our customers are not going to buy that size, they’re not going and spending $300,000 for a $4,000-a-month apartment,” Zumths said.
Parsing the demandFor the past decade, the company has focused on design for people who want to live in a house.
The first buildings it built were in New Orleans, and it’s built more than 80 homes in the past five years.
“Our goal is to be the most accessible architect in the country,” Zirbol said.
“We think of ourselves as a design firm that can build houses and homes and homes that you can’t even get into the garage.
We think we can do that.”
Parsed is one new Fox product that has proved a success.
The Fox Tower’s original design was an elevator, but the company used new elevator technology to design the new one.
The new design is built for people in wheelchairs and includes new elevations, windows, and a fully-furnished living room.
“In the past, there’s been a lot of architectural design that has not included technology,” said Steve Schreiber, chief architect for Fox and the architect of the iconic Fox Tower.
“So to get into a new market, you really need to take advantage of the design of technology and be a design company that can really do it.”
The Fox towers latest redesign uses technology to build a room that has a fully furnished living room with a glass roof.
The glass roof is part, but not the only, element