Mies and Bacardi

Abstract

In the late 1950s the Bacardi Rum Corporation commissioned Ludwig Mies van der Rohe to design an office building in Mexico. Bacardi used the commission to shape its image as a sophisticated and cosmopolitan enterprise, as it reinvented itself in the aftermath of the Cuban Revolution. The Bacardi project serves as a case study of corporate patronage of modern architecture in Latin America, marking a moment when both the image and organization of Mies's architecture helped build a reliable, mainstream international brand. Paradoxically, Mies's Bacardi building would also become part of a “mix” of architectural commissions that would include emerging alternatives to International Style modernism.