Industrial locations in Europe are undergoing dramatic changes. In the 19th century, the image of industrial building was dominated by huge factory complexes; today, our economic system is being transformed into an enormous theatre. Production companies are becoming learning enterprises. Innovative industrial concerns expect architects to provide organizational structures with a communicative and cultural content rather than constructional refinement; holistic strategies rather than design details. More quality of life through the revitalization of the polis, as Siemens says. And the architects? An analysis.