This issue is a train wreck of big brands, naive and not so naive political populism; ignorance about architecture and conflicting theories of architecture, planning and urban design .
Many architects fall into the trap of getting in a few new designers and fresh design ideas in the hope this will change the brand or how the firm is perceived.
So Apple is going to take over Federation Square. Another bit of creeping and insidious privatisation of public space in the city. The outrage on Twitter was incessant.
Perhaps it will always be a perennial question for architects: Does it matter who we work for and who our patrons are? Does it matter where the money comes from?
For architects, in this day and age its all about the brand.
Not seeing REM in person wasnt the end of the world.