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Architect David Rockwell, 43, is building a reputation for integrating corporate brands and identities into buildings and public venues, like the play area he designed recently for Atlanta's Coca-Cola Sky Field including a 42-foot-high Coke bottle made of baseball memorabilia.

Goal: Making public spaces fun and accessible using folk art, animation and diverse interactive elements.

Challenge: Using corporate identities to enhance architecture through cleverness, instead of creating logo clutter. Call it "branded architecture."

Opinion: People want visual stimulation and high-energy art, but we're stifling it in the landscape. Even Las Vegas is losing some of its visual excitement.

Insight: Kids and adults want to play when they go to public venues; we need to make arenas, stadiums and baseball parks more fun while you're standing in line or waiting for events to begin.

Coup: Finding new ways for sponsors to tell their stories by using oversize, three-dimensional objects like chairs and bottles or creating an interactive fountain around a sponsor's brand concept.

Prediction: People crave new, tangible, sensory-driven experiences. More public spaces will include places to sit, play, climb and socialize, integrated around

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