REDEFINING CREATIVITY: Brand Architects, Innovators and Right Brainiacs

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The true brand architects

By Matt Creamer

Frank Gehry (standing) and Peter Arnell have long professed that a marketer's building should also be its best billboard. Corporate America might finally be ready to listen. About a decade ago, Warner Bros. executives approached Frank Gehry about transforming the Times Square building famous for the ball that drops every New Year's into a flagship building for the entertainment company. Working under restrictions from both the media conglomerate and New York City, Mr. Gehry had to find a way to preserve a fa
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