Smiljan Radic turns to Oscar Wilde story for Serpentine Gallery Pavilion design

Chilean architect Smiljan Radic has designed a semi-translucent, cylindrical structure that resembles a shell resting on large quarry stones for the latest iteration of the Serpentine Gallery Pavilion.

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The 350 square metre work has its roots in the architect’s earlier portfolio, particularly The Castle of the Selfish Giant, which was inspired by the Oscar Wilde story.

Brand: Serpentine Galleries

Clients: Julia Peyton-Jones, director, and Hans Ulrich Obrist, co-director at Serpentine Galleries

Creative: Smiljan Radic

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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