Should Skyscrapers by Star Architects Be Covered in Logos?

A sign collapse on a Milan skyscraper by Zaha Hadid sparks debate on commercial branding of contemporary architecture. The incident occurred on a tower designed for Generali, where a red metal crown replicating the building's footprint increased its height and altered proportions. The author argues that while historical buildings are protected, new constructions by renowned architects like Cesar Pelli, Kohn Pedersen Fox, Mario Cucinella, Citterio & Viel, Daniel Libeskind, and Arata Isozaki are routinely covered with logos for Unicredit, Isy Bank, BNP, Unipol, KPMG, A2A, PWC, and Allianz. Such branding is restricted in London, New York, Frankfurt, and Madrid. The piece calls for a middle ground between commercial visibility and architectural dignity, questioning whether even with the architect's permission, such interventions should be allowed.