1. Paul Hirshorn and Steven Izenour
Learning from Hamburgers: Architecture of the ‘White Tower’ Lunch Counters
Paul Hirshorn and Steven Izenour

2. White Towers
Buildings built “one strict functional and symbolic theme”
Variations as made necessary by external circumstances.
Prototype for widespread franchise architecture that was to come later in the century.

3. Not time to read signs so they become symbols of information.
Signs and Forms
At the pace of modern life signs and symbols come to dominate the landscape.
Not time to read signs so they become symbols of information.
Spatial relationships made by symbols not by forms.
Alternatively, the form can become the symbol.

4. The Duck
“Where the architectural systems of space, structure, and program are submerged and distorted by an overall symbolic form. . . We call the duck in honor of the duck shaped drive-in, The Long Island Duckling.”
Robert Venturi, Denise Scott Brown, Steven Izenour. Learning from Las Vegas, page 87.

6. The Decorated Shed
Where systems of space and structure are directly at the service of program, and ornament is applied independently of them. This we call the decorated shed.
Robert Venturi, Denise Scott Brown, Steven Izenour. Learning from Las Vegas, page 87.

7. Crawford Manor, New Haven 1962-1966, Paul Rudolph

8. 1st white tower 1926
Glazed bricks, sign

9. Franchised, moveable
Vitrolite, after 1933
Chicago 1933