Global companies often exploit architectural icons to transform physical form into their desired brand reputations. To help achieve this goal, after twilight, the natural qualities of buildings have often been supplemented by architectural lighting, as the facades call unmistakeably for attention with their colorful and dynamic illumination. Representation has become the leading motivation for upgrading the lighting at headquarters and retail outlets. But when the illumination evolves into spectacular gestures, the brand identity and architecture itself starts to fade. Hence, the struggle for individuality has revived the discussion about ornament – though ornament appears now as light.
