When discussing the future of work, one positive example is a must: Google, the technology giant that creates a kind of heaven on earth for its people. The corporate campus in Mountain View is a great place to live, with free massages on a pleasant-looking, demonstratively non-hierarchical company site. A place where you don’t “work”, but rather […]
When discussing the future of work, a positive example is a must: Google, the technology giant that creates a kind of heaven on earth for its people. The corporate campus in Mountain View is a great place to live, with free massages on a pleasant-looking, demonstratively non-hierarchical company site. It’s a place where you don’t “work”, but where you can just be yourself – and thus miraculously unleash unimagined creativity. It is logical that this miracle place is growing, just like the business of the data distributors. The American office NBBJ is currently planning an extension to the existing building arrangement.
So is working for Google desirable? Definitely – but only if you have the right colors. I’m talking about name badge colors. They clearly demonstrate the hierarchies and inequalities that exist within the company. An artistic documentary film about the “Googleplex” now shows this. US artist Andrew Norman Wilson infiltrated the complex and filmed how consistently workers of different classes are segregated (Andrew Norman Wilson, “Workers Leaving the Googleplex”, HD Video, 11:04 min., US 2009-2011). The full range of luxury offerings is apparently only available to top engineers and other professionals – white name tag. The worst color category is yellow (a really interesting color choice). According to the film, this mainly includes the scanners for Google Book Search. And they experience that Google’s social segregation clearly works architecturally: according to the film, they have to leave the campus immediately at the end of their shift.
From the point of view of architecture, this is, to put it cynically, almost positive. Apparently, good architecture is seen as a value in itself. Staying in a paradise of architectural quality becomes part of what the Americans call a “compensation package”. But the blatant distinction between different sets of spatial rights is of course also highly problematic. Here, architecture is marginalized. In 1995, the academic Doreen Massey wrote a book about the “Spatial Divisions of Labor” produced by capitalism. These take on a new dimension when clear social distinctions are also made within buildings via residence rights.
If you think about it, this is not all that new. After all, most large corporations also have their “executive floors”, which can only be accessed by a special elevator. But it doesn’t fit in with a company like Google that presents itself as democratic. And I also suspect that it doesn’t exactly make the company’s creatives more productive. After all, the more they are in contact with the “world out there”, the more targeted and market-oriented their activities are likely to be. Or rather, by not consistently leaving it “out there”.
The film is currently being shown at the Hartware MedienKunstVerein in Dortmund as “Video of the Month”. Location: HMKV, Dortmunder U, third floor. The exhibition “Jetzt helfe ich mir selbst – Die 100 besten Video-Tutorials aus dem Netz” will run in parallel from July 5 (opening on July 4, 19:00) (up to and including August 31, 2014, admission free).












