Anyone in any doubt of Frank Gehry's evolution into a brand should pay attention to his designs for the Hotel Marqués de Riscal at Elciego in Spain's Rioja region. Sited in the middle of a vineyard, this 43-room hotel just 150km from Bilbao is intended to allow wellheeled vistors to have the entire Gehry experience - first seeing his gallery, then sleeping in his beds. Models show the usual exuberant swirls of stuff on top of the building - but in this case they have a special significance:
red like the local wine; gold like the net that encloses Rioja bottles;
and silver like the bottle cap.
Can't wait to book in? It opens in January 2006.