One of the most frequently used terms in the media regarding architecture is “iconic.” Iconic architecture is supposed to engage the public and represent a vibrant urban environment, as opposed to merely a program. The building envelope is the primary depository of iconicity. In some cases, iconic buildings may represent a corporation or even a political regime, like the Ryugyong Hotel or the Petronas Towers. Alternative possibilities to the manipulation of iconographies is a monumental approach in which the building’s envelope becomes identifiable through the mobilization of the monumental. Abu Dhabi’s Saadiyat Island, The Guggenheim Museum, Disney Hall, Burj Dubai, Beijing Olympic Stadium and Watercube are alternative examples of the manipulation of the envelope to manufacture an identity.