and even pre-emptive – a journalism which uncovers potentialities, rather than covering done deals. Buildings and projects In the late nineties he worked on the design for the new headquarters for Universal. Indeed, online marketing and propaganda has been a hallmark of OMA's rise in the current century. It has also led to pointed criticism, such as the critique by New York Magazine critic Justin Davidson, who found the 2020 Guggenheim exhibition Countryside, the Future "mildly amusing if it weren’t such terrible waste — of attention, of gallery square footage, of resources, talent, and expertise. Bored with being an architect and building things, Koolhaas lets his fingertips graze important topics, genuine insights, and actual lives. He treats them all as ironic bric-a-brac, meaningless souvenirs of his meanderings through a fragile world. How frustrating that the Guggenheim couldn’t force a little more intellectual rigor on this romp." Architecture, fashion, and theatre With his Prada projects, Koolhaas ventured into providing architecture for the fleeting world of fashion and with celebrity-studded cachet: not unlike Garnier's Opera, the central space of Koolhaas' Beverly Hills Prada store is occupied by a massive central staircase, ostensibly displaying select wares, but mainly the shoppers themselves. The notion of selling a brand rather than marketing clothes was further emphasised in the Prada store on Broadway in Manhattan, New York, which had previously been owned by the Guggenheim: the museum signs were not removed during the outfitting of the new store, as if emphasizing the premises as a cultural institution. The Broadway Prada store opened in December 2001, cost €32 million to build, and has 2,300 square meters of retail space. 21st Century Projects Probably the most costly and celebrated OMA projects of the new century were the massive Central China Television Headquarters Building in Beijing, China, and the new building for the Shenzhen Stock Exchange, the equivalent of the NASDAQ in China. In his design for the new CCTV Headquarters in Beijing (2009), Koolhaas did not opt for the stereotypical skyscraper, often used to symbolise and landmark such government enterprises; he patented a "horizontal skyscraper" in the U.S. The building, popularly called "The Big Pants" by Beijing residents, was designed as a series of volumes which attempt to tie together the numerous departments onto the nebulous site, but also introduce routes (again, the concept of cross-programming) for the general public through the site, allowing them some degree of