Pepsi’s new slogan “For the Love of it” does not extend to their former Brutalist-style building in Doral
Local and national conservation groups are working together to raise awareness of a current threat to architectural history in Doral, Florida
In late 2017, PepsiCo sold its Doral, Florida offices and bottling facilities for just over $ 40 million to local developers Terra and Terranova Corp. The 23.7 hectare property, a highly visible landmark along the Palmetto Expressway, includes a 232,919 square meter bottling plant from 1964, as well as offices and a unique brutalist-style theater reminiscent of a soda bottle cap. Much of the area is undeveloped. Local advocates report that the new owners have filed a request to demolish all of the buildings on the property. You don’t believe the permit has been approved yet, so there may still be time to influence your decision. Preservation groups hope to convince developers to preserve at least some of the buildings, especially the theater, and include them in any new build.
Thanks to some detective work by Jeff Carowitz of Houston Mod, who recognized the building and then found a newspaper clipping from the groundbreaking day of the plant, it was learned that the building was designed by architects Daverman Associates of Grand Rapids, Michigan. The company was one of Michigan’s premier mid-century architectural firms, and much of their work has yet to be cataloged, although Michigan Modern is off to a good start. Miami architect Robert J. Boerema oversaw the project. Boerema has chaired the National American Institute of Architects (AIA) Public Architecture Committee, President of the Florida Association of AIA, and AIA Fellow.
Doral doesn’t have many significant buildings worth preserving, but this one is easy to love.
This property is located at 7777 NW 41 Street, Doral, Florida. Please visit and share this story.
What you can do
Contact Sarah Cody, Miami Dade County’s Director of Monument Preservation, at [email protected] to express your support for the preservation of the PepsiCo buildings.
Reach out to members of the Doral, Florida City Council and urge them to oppose the demolition and seek a solution that will preserve this modern resource. Go to https://www.cityofdoral.com/government/
Follow the Historic Preservation Association of Coral Gables [HPACG] on facebook for updates
If you are interested in getting more involved in the Florida chapter of Docomomo US, please contact us at [email protected]
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