ENGAGEMENT WITH PROJECT OF MODERNITY

Figure 53: Interior of building A’s mall\ it is now empty. (Joanna Arida) The Insurance company played a large part by engaging with the modernity of the Arab World especially back in the 70s since Modernity was entering the city of Amman. However, architect Waddah Al Abidi wouldn’t comment on that because he is not proud of the building’s design. It follows the international style. It does not follow Amman’s architecture. It does not belong to us nor our architecture. Therefore, he changed his design many years later. He approached the “IslArab” style. If people wanted to call his insurance building a pioneer in Arab Ammani Modernity, they can, but he’s not proud of it because it had nothing to do with the Ammani environment. It did not represent its site. Even though, today, Amman has a variety of styles. Back then and now, he considered that the building has no Ammani character with its international style. We, on the other hand, believe that the Jordan Insurance Company, did in fact engage and act as a pioneer in the Arab World’s modernity. As Eng. Haydar Madi said, when the building was finished, it was the “it” building at that time and got quite trendy, especially because of the ground floor mall. Back then it was a big mall. The concept of malls was still new so this one was considered a big one. Due to the success of his design, more architects began to design with a more modern approach. People were inspired. (Arida, Steinke, & Madi, Interview with Eng. Haydar Madi)

Figure 54-56: Exterior shots of the Jordan Insurance Company. (Joanna Arida)