Scholarship and education take second place to nonstop fund-raising, big-name architects, blockbuster shows, attendance figures, gift shops, restaurants and branding.

Many public courses are classic designs by big-name golf-course architects.

Still, it's relatively rare for a big-name architect to expand on another big-name architect's building while both are still alive.

And yet Puerto Madero, for all its ambitions and big-name architects, remains a bit underpopulated.

This ethos flourished in the 1980's, when the upwardly mobile newly rich wanted nothing so much as the validation that big-name architects could provide.

Other big-name architects have developed styles that are easy to recognize.

Most of the new apartment buildings by big-name architects are meeting LEED standards, whether or not they actually seek certification.

"And if people can get the big-name architects for less, then that's right in line with what fits in the Hamptons."

In the headiness of the gains, they expanded programs and campuses, building student centers designed by big-name architects and planning new dormitories and classroom buildings.

Berlin wanted big-name international architects to work here, and these same architects wanted to be part of the new Berlin.