This paper examines the role of Rem Koolhaas, his architectural firm and think-tanks
OMA and AMO, and his recently published book Content in the shaping of
debates on European identity. The paper focuses on two issues: (a)
Koolhaas's attempt to re-brand, re-present and re-envision Europe and
Brussels for the Prodi Commission; (b) his use of creolized and graphic
communication and publishing strategies to pursue a distinctive
‘European’ standpoint on globalization.
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