INTERVIEW WITH REM KOOLHAAS

BATIK, BIENNALE AND THE DEATH OF THE SKYSCRAPER.

+ AR full interview

The Anglo-Saxon version of branding means you try to reduce something to its essence and then ram that essence down everyone’s throat. And at a certain time, that essence becomes a prison and you cannot change anything. But maybe there are also more subtle forms of branding that are based on contradiction or unpredictability. Our office has an affinity with that approach.