Rem Koolhaas
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Replacing €urope by Cool Europe!
In 2001 Rem Koolhaas was invited to think about Europe. After thinking long and hard he wrote down how to “improve Europe’s image”:
“Look beyond Europe’s current symbols (the flag, passport, and the euro); develop a visual language for all Europe’s appearances (advertisments, commercials, publications, websites, etc. …); make Europe invade daily life; boost Europe’s media presence; look at youth culture, create a Europe especially aimed at children and teenagers …” (Rem Koolhaas: Content, 2004)
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