today: branding. The way branding is typically done leads to tragic results. People think that to brand something is to reduce it to its essence and then manipulate it, but never move too far away from it. That conception of branding explains a lot about the deadness of our culture. This total paradox is evident in the most successful fashion houses that are the fashion houses of death designers. They are in a constant process of manipulation. An experiment of AMO (the research branch of OMA) is to see whether you can invent another kind of branding, a kind that creates more space and other dimensions and, therefore, see if something goes beyond the initial chromosomes and invents new chromosomes. Another aspect for us, as architects, is to see whether we can come close to one of the most interesting things about fashion; that is, the efficient way of achieving the sublime. In every Prada show there are three or four moments that are really astonishing. If you then simply do the mathematics, with four shows every year, there is a very high production of sublime moments. The process is slower in architecture. It is about whether we can also achieve beauty by different means, with less effort and in less time. How can the architectural achieve the sublime? It exists on every level. Anyone who stands on Red Square, with the sky against the Kremlin during winter, would experience the sublime. I am not sure if we come close