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This article explores the theoretical and substantive connections between iconicity and consumerism in the field of contemporary iconic architecture within the framework of a critical theory of globalization. Iconicity in architecture is defined in terms of fame and special symbolic/aesthetic significance as applied to buildings, spaces and in some cases architects themselves. Iconic architecture is conceptualized as a hegemonic project of the transnational capitalist class. In the global era, I argue, iconic architecture strives to turn more or less all public (...)