Jorik Bais
Complex Projects
EXILE RETURNS
Student: Jorik Bais
Title: The Exile Returns: Bacardi’s Cuban Headquarters
Studio: MSc3/4 Havana Studio
Graduated: Spring 2017
Abstract
Cuba has been reluctant to engage and follow global developments in the past decades. Even in comparison to other socialist economic nations, Cuba has retained a strong focus on domestic political doctrine, leaving economics to bureaucratic decision making. But as its monotonous import focussed market stands on the brink of change in an era of global trade and interdependence, economic change is imminent. With the possibility of future foreign investments, the question of the architectural change Cuba will endure will be the focus of this discourse, with as a case study the return of the Bacardi HQ to its heritage. Bacardi’s history goes back to the very beginnings of Cuban rum production. The brand quickly became the first Cuban company to engage with a globalising market and followed the capitalistic mindset of the U.S. After being exiled due to Castro’s nationalisation of all Cuban companies, the company nonetheless thrived and grew out to become one of the biggest liquor producers worldwide. Recently, the brand has stated its return to Cuba if the American embargo would be dropped; a changing political context between the U.S. and Cuba offers new possibilities. How can Cuba benefit architecturally and aesthetically from foreign investments in their gradual transformation towards a free market economy? Bacardi’s Havana Headquarters will pave the way in Cuba’s gradual economic transformation by being a patron of Cuban heritage, and simultaneously offering young entrepreneurial talent a platform to exchange knowledge and flourish internationally by benefiting of Bacardi’s global network.
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