Is the present obsession with the icon and the promotion of image over substance symptomatic of a general trend in contemporary architecture? Arup Associates provides the alternative: unified design, a radical pan-disciplinary approach that focuses on people from the outset, through the united vision of architects, engenieers, artists, and social scientists. Arup Associates rejects the imposition of an external image: there can be no standard solutions and no predefined styles. Instread, desgin must evolve from fundamental research and experimental goals, to form a holistic architecture enterily driven by a 'whole life' sustainability that maintains human culture - tradition, religion, the intangible, components of humanity . in the face of modernity.