Tel Aviv branded ‘Bauhaus City’

In closing a centennial year of the foundation of the Bauhaus, I have concluded with a look at how the name of the famed and radical art school has turned into a brand in recent years. When searching the web, you find many companies called Bauhaus, the name Walter Gropius initially selected to suggest ‘school of building.’
Tel Aviv is one example. It has been named a Bauhaus City, despite the fact that most of the architects building Tel Aviv during the 30s were not trained at the Bauhaus. To explore how the legacy of the school became the brand of Tel Aviv I called architect and architecture historian Eli Keller from MIT.

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