I’m the theater reporter at NZZ, which means I see a lot of plays and musicals — about 100 a year. But I don’t often go to opening nights. Those evenings are celebratory, and audiences are filled with the productions’ friends and supporters. The press is generally invited to attend performances on the nights just before (those are called previews) or after the openings.the liberty to study mathematicks and philosophy,” that the next should have “the right to study Painting, Poetry, Musick, Architecture, Statuary, Tapestry and Porcelaine.” Mr. Adams’s epistle ending there, modern readers cannot know whether, with more paper and time, he would have eventually previsioned the 21st-century corporate campus where word clouds are studied in both digital and material states so that the current youngest generation of workers may attain a perfect knowledge of Cinnabon brand identity.

We can only assume that when, in a separate letter written three years earlier, in the midst of the Revolutionary War, he expressed his wish that posterity would “make a good use of” the liberty he sought, he had in mind something like the 62,000-square-foot headquarters of Focus Brands, the Atlanta-based operator of 6,536 food franchise locations. Behind every snack food franchise is a story — a young mother raised in the Amish church takes over a pretzel stand in the wake of devastating personal tragedy; a flat tire on a hot day forces a Greek immigrant ice cream man to serve a rapidly softening frozen product — that is eventually obscured by the unrelenting popularity of its low-cost, high-indulgence, addictively delicious treats.

Behind every Cinnabon Classic Roll is an office of people dedicated to preserving its legal status, ingredient consistency, financial viability, informative yet friendly online presence, uniformity of storefront appearance, marketing power and cultural legacy.

Not to mention designing, photographing, printing, filming and distributing the materials that make it possible for anyone of legal working age in the United States to acquire the knowledge of Cinnabon Classic Roll fabrication in accordance with company standards. Ditto a Fudgie the Whale ice cream cake or an Aloha Pineapple smoothie.Roughly 375 such individuals work in the main office of Focus Brands.

Focus owns and governs the Auntie Anne’s, Carvel, Cinnabon, Jamba (formerly Jamba Juice), McAlister’s Deli, Moe’s Southwest Grill and Schlotzsky’s brands. In its offices, these have been boiled down to their very essences and those essences in turn splashed upon the walls, suspended from the ceiling and drilled into the exposed concrete pillars.The most arresting manifestation of these brands is the floating text that hovers in altocumulus formation above a brightly lit walkway off the building’s main entrance. “Creamy frosting buttery AWESOME irresistible HOMEWRECKER,” declare (some of) the words, which Steven DeSutter, the C.E.O., said, were chosen by brand leaders to “give them a chance to say what words define your brand.” (“Homewrecker” is a type of burrito at Moe’s.)