Madness, Magic & Meaning at the Guggenheim

By Sophie Strang

Madness, Magic and Meaning. These three words which underpin everything we do, but what do they mean?

At ECHO, we don’t have a fixed process. Because set processes create prefabricated solutions to standard problems. It’s not problems that we face, but challenges. And every one of them needs a new, bespoke solution. But to get there we need something to guide our ideas...

MADNESS makes them brave, surprising and unique
MAGIC makes them tight, crafted and attractive
MEANING makes them grounded, relevant and compelling 

There is no better example of Madness, Magic and Meaning working together than the Guggenheim Museum New York. Designed by Frank Lloyd Wright, the cylindrical museum building, wider at the top than the bottom, is a world famous landmark and a space that delivers an unrivaled experience.

Madness- From a distance the building stands out as a complete contrast to the surrounding square and rectangular buildings. This is even more amazing when you consider that it was built in the conservative 1950s.

Magic- As you get closer it looks beautiful. An unbroken wave, proportions and scale in perfect harmony.


Meaning- When you get inside you realize it is the perfect way to view artwork: one continuous journey that allows you to immerse yourself and focus on the art without having to pause while moving from one room to another.

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