The Guggenheim Museum in New York is amongst the earliest museum buildings that use the building design to establish/reinforce a reputation. These buildings match designer ego's with those of the institution. More often than not they apply a formal wrapper to the White Box gallery approach. Serving equally as icons as arks it is difficult to discern if this type of building enhances or impedes the work for which it is intended to contain. As every city snags their own capital A buildings from rock star architects like Gehry, Lebiskin, Koolhaas... do they lose their importance. How different is the Guggenheim Las Vegas than the Hard Rock Las Vegas. How different are these than Subway restaurants or Gap clothing stores.