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e River Factory with Ford Motor Company. The E-Flex Design Center was built within the existing GM Advanced Design Center. The new E-flex studio was once an auditorium. The new studio is an example of adaptive reuse of an existing facility that uses new technologies and sustainable architectural practices. The E-Flex studio has earned General Motors recognition in the news. The Ford Rouge Plant is also an example of adaptive reuse. Ford considers it a model of sustainable manufacturing, an inspiring design that combines future technology while still maintaining the historical significance of the past. But, I feel it was an attempt at rebranding its image and about changing the perception of the company. After some fatal accidents at the site Ford decided to use the facility to represent a change of policy in the company in terms of sustainability and safety. A company's perceived brand is based on what consumers or users think about the company (Franzen and Moriarty, 2009). I believe sustainable architecture can influence what people perceive about a company based on these principles. If architects and their clients learn to integrate adaptive reuse into the social balance we can bring about change. Projects are developed for many reasons most seem to be concerned with earning a profit by appealing to an array of audiences in different ways. When we consider a new design for well known brand or place that has a strong heritage adaptive reuse can be powerful tool for maintaining or rebranding an image and perception.

Science has a role in architecture and in sustainable adaptive reuse of industrial buildings. The technologies that advance architecture influence the perception in our environment. The perception of architecture can be manipulated as a marking tool for either brand image to promote a company or promote a city or place. Perhaps with further study into this research it can be proven that adaptive reuse of post-industrial buildings can repair the image of urban cities like Detroit, Michigan or heal perceptions of industries and advance organizations. If this is true the particulates of circumstance and setting can be negated and seen with far greater reaching applications. The use of adaptability in architecture could translate as an attribute of strength. The literatures as a whole then suggest that adaptability has the potential to create satisfaction and positively influence social attitude. As an architect interested in adaptive reuse I choose to develop my theory based on industrial structures surrounding the auto industry. The more we learn about the affects of behavior sciences on architecture as it relates to brand image and the perception of organizations and spirit of place; we may look more at adaptive reuse as an influential tool of social attitude and change. It is my belief that future generations should design buildings with adaptability in mind. Designers should think about uses for the built environment beyond a single use and design structures that can adapt. It isn’t possible to build the future without seeing the past, adaptive reuse has certain qualities you can’t build from the ground up in the tradition sense. The memory of demolitions on the other hand might leave a negative image associated with decline and destruction that erases the ‘spirit of place’ and causes a negative social reaction.