11 11: Herzog & de Meuron's Parking Garage as Lifestyle Brand

Herzog & de Meuron's 1111 Lincoln Road in Miami, a multi-use parking structure with shops, a restaurant, and private residences, opened in 2010 to critical acclaim. The New Yorker declared the architects had 'reinvented the parking garage.' Branded '11 11' by developers, the building features curated retail including Nespresso, Taschen, Y-3, Maison Martin Margiela, Rodarte, and Rick Owens. The logo, with spaced digits, replicates the alternating single- and triple-height floors. The structure is transparent and exposed, with a sculptural staircase. A celebrity chef restaurant is planned for the top floor, with a private rooftop penthouse above. The project aims to revitalize Lincoln Road, once called 'the Fifth Avenue of the South,' but critics argue it collapses public space into consumerism, treating automobiles as fetish objects. Public art by Dan Graham is installed, but the building remains essentially conservative, with security keeping out homeless and skateboarders. Photographs by Iwan Baan.