The Big Generic is a thesis that responds to a heterogeneous site, such as Miracle mile. In a site with so many different formal architectural techniques, how does one design a building that will not just add another formal architectural language?

Our response was a creating a high rise that will distinguish itself from the rest of the buildings in miracle mile.

The Big Generic exemplifies the idea that, instead of working overtime to create an iconic figurative language, the Big Generic is perfectly comfortable with stacking grammatical elements. The Big Generic does not claim to be special. Other than the fact that it stands taller than its counterparts, it has no special facade treatments, no special qualities. All the buildings in this context are trying to be special, creating appeal to the viewer. The Big Generic derives its special quality from an entirely different source, from trying not to be special.

The Big Generic argues for the generic over the specific.