Designing the company Arcadia
Designing the company Arcadia
Rowheath Park at Bournville (from 1921) and the Hills and Dales Park, the Old Barn Club and Old River Park, made for NCR employees between 1906 and 1939, are highly significant to the history of corporate landscapes in terms of their scale and the sophistication of their designs in a factory context. A comparison of these parks, designed by landscape architects Cheals of Crawley, and the Olmsted Brothers respectively, reveal differences in the cultural, symbolic and stylistic approaches to landscape design in the two nations, including what it was possible to achieve in the suburban landscapes of Britain and the United States and in the beliefs, desires and expectations of the factory worker and his patriarch in what the landscape could provide for them. In context of corporate recreation, the scale and sophistication of these gardens and parks were astonishing and unprecedented. Their landscape architects succeeded in projecting local and national landscape identities through design, thus creating spaces that heightened employees’ sense of belonging to the region and to the corporate community.
Keywords: Landscape identity, Landscape architecture, Place-making, Cheals of Crawley, The Olmsted Brothers, Wilderness, Suburb
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