The building of FIX Brewery in Syngrou Avenue represents modernism in the architecture of postwar Athens and the productive dynamism of an economy that aimed to growth. Both got caught in the maelstrom of the decline of the end of the 20th century, when saving the building, by Takis Zenetos and Margaritis Apostolidis, brought together many architects.
This album is about its history, beginning from the opening of FIX Brewery, a modern building, perfect in the semiology of the architectural perspective, until today that it is the building of the National Museum of Contemporary Art. It is a venue that incorporates a multidimensional, contradictory and charming history of its production and construction transformations through constant changes, and the history of the company over the years. What the book is interested in is this anatomic deepening and the effort to promote the FIX/EMST throughout time through the details of its constant transformation.
The history of FIX beer is long and architecture has always been a very important advertising tool for the company. The author shows the power both of architecture and the FIX company. The network of the plant facilities, the machinery, advertising, Zenetos and Apostolidis’ modernisation work are all analysed.
The album full of abundant archival and photographic material, a result of a long-term research, reflects the history of the building that is a landmark of Modern Greek history.
