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The first glimmer of real consciousness among architects concerning the inevitability of a new scale of architectural operations came in the early 1990s, when Rem Koolhaas, caused to rethink his worldview by his commission to design a new city center for Lille, France—an assignment that entailed a massive and apparently traumatic (for him) expansion of his previously modest-sized practice—came to reflect on “the problem of bigness.” Koolhaas shrewdly grasped that the global reorganization, expansion, and consolidation of late 20th century capital implied the emergence of a commensurate form of architecture. He envisaged an architecture of bigness more akin to the complexity and unscriptedness of the city, however, than to Architecture with a capital “A.” Bigness, as Koolhaas theorized in his book S,M,L,XL, required a giving up of “architecture's compulsive need to decide and determine” and a “surrender to technologies; to engineers, contractors, manufacturers; to politics; to others.” However much of a historical symptom, or pragmatic rationalization, this theory was in itself (especially in the case of a personality as controlling as Koolhaas), there is no doubt that it created an irreconcilable contradiction for architects: between design and nondesign; form and formlessness; heroic monumentality and sheer, dumb size.

In this context, the current trend toward rebranding celebrity architects as planners appears as both an evolution of the Bilbao effect, expanded to a new scale, and also a departure from it.

The extrapolation of the logic of the circumscribed object-building to the scale of the city has tended to produce the totalizing effect of the “continuous monument”—Niemeyer in Brasilia—while the absorption of the primarily symbolic and representational building into the larger urban order threatened to dilute its impact. As the critic Alan Colquhoun pointed out apropos of the irreconcilable difference between Le Corbusier's architecture and urbanism of the 1920s, the “Corbusian city seems to lack any strategy by which representational buildings could continue to exist”; the “very qualities of discreteness, difference, and lack of continuity that would make it possible for his buildings to fulfill their larger signifying ambitions” are compromised once they are turned into “a fragment of urban tissue.” Similarly, if Mies' Seagram Building and Gordon Bunshaft's Lever House changed the direction of architecture in the 1950s, they are still best appreciated against the backdrop of the more banal buildings on Park Avenue by the developer firm of Emery Roth, which, as Ada Louise Huxtable once observed, was ultimately responsible for changing the face of Manhattan.