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2026 will be a year of architectural showstoppers. Major projects, from corporate headquarters to sports stadiums and museums, will wrap construction and open to the public in 2026, bringing bold, sometimes audacious buildings to cities around the world. Here are nine buildings opening in 2026 to watch for. [Photo: Vincenzo Lombardo/Getty Images] Arena Milanoopening in FebruaryMilanDavid Chipperfield Architects Built partly to host ice hockey games during the 2026 Winter Olympics, Arena Milano is a 16,000-seat multipurpose arena that’s expected to become a new center for sports and concerts in Milan. Pritzker Prize-winning David Chipperfield Architects’ design, done in conjunction with Arup, is the standout venue for this edition of the Olympics. An inverted triple-decker layer cake that calls to mind Frank Lloyd Wright’s Guggenheim Museum in New York, the building is intended to evoke the elliptical form of the city’s former Roman amphitheater. Guests attend the LACMA First Look Reception on June 26, 2025 in Los Angeles. [Photo: Stefanie Keenan/Getty Images for LACMA] Los Angeles County Museum of Art’s David Geffen Galleriesopening in AprilLos AngelesPeter Zumthor Inherently controversial, architect Peter Zumthor’s Wilshire Boulevard-spanning blob-like replacement of Los Angeles County Museum of Art’s (LACMA’s) main gallery buildings has been more than a decade in the making, with no shortage of hand-wringing about its shape, cost, and necessity. The concrete building’s ink blot form spreads across a single elevated floor, marking a hard departure from the museum’s mid-century campus design. One early reviewahead of a slightly odd three-day preview in June 2025 of what was essentially an empty buildingfound the execution of Zumthor’s vision flawed, but also calls the building a refreshingly risk-taking piece of architecture. View this post on Instagram A post shared by Studio Gang (@studiogang) Hudson Valley Shakespeare Theateropening in JuneGarrison, New YorkStudio Gang The Samuel H. Scripps Theater Center is the first permanent, purpose-built stage for Hudson Valley Shakespeare, an open air theater company that has been performing under a glorified tent since 1987. Tucked under a swoopy timber tortoise shell of a canopy, the new theater was designed by Studio Gang to shield performers and audience members from the elements and the sun’s glare during dusk performances. It’s also a picture frame for the site’s epic view, opening fully behind the stage to provide audiences a panorama of the ridgelines of the Hudson Valley. [Photo: Edward C. Robison III/courtesy of Crystal Bridges Museum of Art] Crystal Bridges Museum of American Art Expansionopening in JuneBentonville, ArkansasSafdie Architects The 2011 opening of the Crystal Bridges Museum of American Art in Northwest Arkansas was a bold investment by Walmart heir Alice L. Walton in broadening access to world class art beyond the typical metropolitan centers of the U.S. Now, 15 years later, Safdie Architects has returned to broaden the museum’s reach even further. The project expands the museum’s space by 50% while extending the aesthetics of the original design. Future visitors may be unable to tell where the expansion begins, or that there ever even was one. [Image: Snhetta/Theodore Roosevelt Library] Theodore Roosevelt Presidential Libraryopening in JulyMedora, North DakotaSnhetta Set in the wide openness of North Dakota where Theodore Roosevelt ranched for years before becoming the 26th president of the United States, the new Theodore Roosevelt Presidential Library is a stunning earthship of rammed earth, mass timber, and a nearly camouflaged roofline. Designed by Snhetta to physically blend into the landscape, the building is meant to reflect Roosevelt’s environmental stewardship and deep connection to the landscape of the North Dakota Badlands. [Photo: Al Bello/Getty Images] Buffalo Bills’ Highmark Stadiumopening in summer 2026Orchard Park, New YorkPopulous The Buffalo Bills NFL team is moving on from its previous home of more than 50 years into a brand new 60,000-seat stadium. Despiteor possibly because ofBuffalo’s snowy winters, the stadium was designed to be an open bowl, welcoming the elements onto the field and all but the uppermost stadium seats. The stadium’s designer, sports architecture specialists Populous, calls it “one of the most intimidating home field environments in the league.” [Photo: Mario Tama/Getty Images] Lucas Museum of Narrative Artopening in SeptemberLos AngelesMAD One of the most anticipated new cultural institutions in recent years, George Lucas’s $1 billion museum is hotly awaited both for its extensive art collection and its far-out architecture. Designed by MAD Architects with an integrated landscape by Studio-MLA, the spaceship-shaped building is a curvaceous modern behemoth in Los Angeles history-laden Exposition Park. Though his firm has built dozens of shapely museums and opera houses across China, this will be lead architect Ma Yansong’s first major cultural institution in the U.S. View this post on Instagram Atlassian Centralopening in NovemberSydneySHoP Architects When software giant Atlassian’s new headquarters building opens in 2026, this 39-story skyscraper will be the world’s tallest hybrid timber building. Made up primarily of six mass timber four-level buildings-within-the-building, the tower encases everything in a criss-crossing steel exoskeleton wrapped in operable glass windows. Designed by SHoP Architects, the tower is also a hybrid at ground level, preserving a historic train shed and converting part of it into the tower’s new lobby. [Photo: Sadak Souici/ZUMA Press Wire/Shutterstock] Guggenheim Abu Dhabiopening TBDAbu Dhabi, United Arab Emirates Gehry Partners Possibly the last major project to be designed by architect Frank Gehry before his death in December 2025, the long-awaited Guggenheim Abu Dhabi is expected to open to the public sometime in 2026, 20 years after it was first announced. Appearing to be a jumble of funnels, tubes, and cubes, the museum fully embodies Gehry’s signature style. Its government backers hope the museum also taps into the energy of previous Gehry projects, like its counterpart museum in Bilbao, Spain. One official recently told a local newspaper the museum aspired to be “a civic space.”
Category:
E-Commerce
A few months ago, I was scrolling through TikTok when I came across a video that stopped me in my tracks. It starred an animated frog, dressed in a wizard hat, robe, and pink nail polish, superimposed over a psychedelic background and speaking in a hypnotizing, ethereal voice. Its time to stop doing nothing, and start doing something,” he crooned. “I cast . . . motivation! Id stumbled across the Pine Wizard Froga recurring character on the official TikTok account of household cleaning fluid Pine-Sol. Pine-Sols page, with its surrealist visuals and hypnotizing songs, is an example of what I call brain-rot-brand TikTok: Its a subgenre of digital marketing that rejects traditional advertising in favor of the kind of content that actually performs well on TikTok and Instagram Reels. Rather than selling products directly, brain-rot-brand TikTok embraces head-turning, often nonsensical choices, like fried visuals, abrasive design, and unsettling storylines, to spread brand awareness andpresumablyboost sales. A few years ago, most companies wouldnt have touched brain-rot TikTok with a 10-foot pole. But as brands like Duolingo have built entire communities around bucking digital brand norms, others have gradually jumped on the bandwagon. Nutter Butter might be the first brand that went full brain rot, with hits like a Nutter Butter taking a trip to the playground on what appeared to be way too much acid. More recently, Brita, Amtrak, Sour Patch Kids, Brisk Canada, Mug Root Beer, and Dr Pepper have adopted some flavor of brain-rot branding. [Images: Amtrak] The strategy appears to be working. According to Clorox, which owns Brita and Pine-Sol, in the past year Pine-Sol was the only brand to crack the top 15 in TikToks #cleaning category (the other14 were creators with followings). In June, Britas TikTok content raked in more than 44 million views. In July, Amtrak scored its most-viewed Instagram post of all time by trying out a weirder brand voice. And multiple years into its brain-rot experiment, Nutter Butter still regularly amasses millions of views with its TikToks. But as someone whos now likely watched hundreds of these videos (for research, obviously), Ive been wondering: Is brain-rot-brand TikTok cringe yet? As more and more brands try to break through the crowded attention economy with wackier social concepts, at what point does it stop feeling like theyre in on the joke and more like a desperate plea for attention? To get to the bottom of this query, I rang up Ryan Benson. Hes the self-described social media menace who led Nutter Butters original brain-rot strategy, helped build Sour Patch Kidss uniquely threatening brand voice, and has since gone on to found his own creative agency, Loudmouth. We discussed Nutter Butter’s creepy 60s commercial, a tea brand that’s weirdly into cheese, and Dunkin’s horny spider donut. This interview has been edited for length and clarity. Can you give a bit of background on the brand story you were telling with Nutter Butter? Why did it make sense to go so weirdeven weirder than Duolingo, which many people cite as the OG unhinged brand? With Nutter Butter, our agency contract was for I think 23 Mondelz brands. Nutter Butter was a tier threethere were three tiers, so they were on the bottom. Like a C-list snack? Yes, exactly. And that meant the resources that were available to each brand were fully dependent on what tier they were. So tier one is Oreo, and as you can imagine Oreo has six agencies working for it and endless resources. There are ads on TV, billboards, all sorts of agencies. Nutter Butter had $2,000 in an expense account and me. The narrative we were working with was, this is an old cookie, there’s not a lot of story here. What can we do to get people talking about Nutter Butter? And as we experimented with different formatsbrain rot being one of thosewhat we learned is people were left asking, Is Nutter Butter okay? And we were like, Hey, it’s not, How do I buy a Nutter Butter off the shelf, but they’re talking about this. [Images: Nutter Butter] So then we learned how to feed the conversations that they wanted to see. We picked up from the comments like, Oh, they’re talking about this aspect of the photolet’s make sure that we edit that into the next one. Or, They’re noticing that we put Morse code in the bottom of the image. Let’s make sure we put a message in a different coded language in the next one. It actually became a conversation. Through that, we developed Aidan and brought back the Nutter Butter man from the 60s commercial, and we really started to reintroduce all these creepy analog horror themes. [Editors note: Aidan is an original recurring character in Nutter Butters videos, based on one of the brands biggest online fans.] I think what some people miss when they’re like, Let’s copy and paste the Nutter Butter approach, is that we didn’t have to make things up. We were just pulling from the old commercial that exists already. If you were consulting for another brand, how would you advise them on whether they should get in on this strategy? The first question I would be asking is, Why? And if their reason is anything at all about Nutter Butter, I would tell them no. What made Nutter Butter so successful is that we already had the audience that was receptive to the weirdness. We were playing off of things that we sawthey were posting, they were reposting, they were interacting onso we knew that our audience had a shared interest. We understood that some of the outrage that we saw was actually fanship. They were following, they wanted to find out, they were up for the antics. And somehow, at the end of the day, we actually influenced people to go buy more off the shelves. Once the client saw that it was actually somehow affecting sales numbers, they were like, Okay, go for it. I encourage everyone to try out-of-the-box things and do new things for brands that haven’t had attention on them. But if the only reason you want to do it is because it worked for Nutter Butter, go back to the drawing board, because I don’t want you to waste your time. Sure, weird people might see it, but are you going to alienate all of your actual followers? Are you also noticing more of this brain-rot-brand strategy online? If so, Im curious if there are any examples that come to mind. Yeah, absolutely. One of my new favorite things that I’ve just developed as a personality trait is I attract people sending me things from brands that are going rogue or going brain rot, and they’re like, This is your legacy. You did this. Off the top of my head, some brands that I love that are doing the brain-rot approach right now: Mug Root Beer is insane; Brisk Canada is insane; Dr Pepper is doing a big one right nownot necessarily analog horror vibes, but they are deep-frying images, they’re purposefully low quality. Its stupid, irreverent humor. These are promising to me because they all seem like they’re playing off the same energy of like, Oh, it worked in the comments last time. Brisk Canada’s thing is cheese. They make tea in a can, but they love shredding cheese onto the can. They love just copious amounts of cheese. It makes no sense. They don’t sell cheese. [Image: courtesy Duolingo] What kinds of mistakes do you see companies making when they try this out? The thing that I see being a problem is that some of these brands have adopted this brain-rot strategy not understanding that it’s a means of communication that transcends traditional marketing. It does that for a reason, because we’ve developed this ability to communicate without selling. But then if a brand comes and co-ops this ability to communicate without selling in order to sell, theyre just kind of shitting on it. I think that we will continue to see brands try to adopt this, but I dont know how many will be successful, because they have to understand that at the end of the day, they’re selling to people who experience real things and experience a real world outside. There are two different worlds operating, and the mastery is understanding how to join these communities and have conversations that are two-sided, instead of just showing up and being like, Hello, you dumb kidsyou like cheese on your tea? Well, I have a six-pack and it’s $29.99. You lose people. And for some brands, all of this is just a ploy to sell, so it will have issues. [Image: Dunkin’ Donuts] I don’t want to make you burn any bridges with brands, but I am curious if you’ve seen anyone try the more unhinged strategy in a way that wasn’t really working for you. I don’t have any bridges here, so it may burn, but I’m not on the other side. Dunkin Donuts and their spider donut thing. They did a first post with an apology graphic, where they bolded certain letters and it spelled out spidey or something. That was actually duplicative of my work two or three years ago, where I posted an apology from NutterButter and bolded letters to spell Aidan. It was the exact same formatwith their logo and their colorsalmost down to the font. And then they did it again the next year. This last year, they put a lot of budget into an experiential drive-through where they decorated the store, but I did see some commentary of fans being like, Hey, we’re kind of done with the horny spider donut thing. They’re milking it. On that note, do you see a point at which we reach a critical mass of this kind of thing? Whats going to happen that makes people say, like, Ugh, this is stupidIm over it? Honestly, sometimes I question if we’re there. I think back to the evolution of the Nutter Butter account. When I started, we were not immediately posting these deep-fried, demon-in-a-closet-covered-in-peanut-butter-type vibes. We were posting memes and text posts on Twitter and doing brand things. So it’s not like we’re a full anomaly and we’ve never done the things that other brand accounts have done. We tried everything. So I question how many brands right now are in the early stages of what we did and are about to hit a wall of responses of people being like, Meh, because there’s already comments on my old stuff being like, Okay, guys, you’ve played this out too long. I also questioned the apology trend that hit a couple months ago. For me that was a turning point, because when we did it, we fully understood like, Hey, it’s not normal for brands to post an apology, it could go south. We understood this itself is a little bit risky, absurd, extreme. And then it devolved. I question how many brands are about to be shamed, because going back to what I was saying earlier, this method of communication is supposed to be human-based. I don’t know how many brands are pursuing it with that in mind. If you’re just deploying 15 assets in a campaign that are scheduled, you’re not doing any community management, so there’s no user insights in whatever you’re building. They won’t necessarily feel like they’re along for the ride. It will just be like, Oh, they’re doing an absurdist thing. If you add in another degree of people doing it just because it worked for Nutter Butter, there’s no natural tie-in. Now you’re just throwing a pizza party for the marketing team. It’s hard to make a prediction, but I just feel like we’re going to see a brand like Palantir get in on it, or were going to see something dystopian, and then everyones going to be like, Weve had enough. I don’t think we’re there yet, but I feel like we’ve been bordering on it.
Category:
E-Commerce
In a world where trust in institutions is at an all-time low and the pace of change is relentless, the most effective leaders are not those who hide behind polished press releases or corporate jargon. They are the ones who step forward with authentic storiesstories that reveal not just their vision, but their humility, values, and the messy realities of leading in uncertain times. Welcome to the era of the storytelling CEO, where transparency isnt just a buzzword, its the new leadership currency. Why Stories Matter More Than Ever For millennia, stories have been the glue that binds communities, shapes cultures, and helps us make sense of the world. Today, as organizations grapple with complex challenges, from digital transformation to climate change, data and strategy alone are not enough. Humans are narrative animals, and stories help us make sense of the world in ways that data and rational arguments often cant. Stories help to build trust, foster empathy, and catalyze action in ways that spreadsheets never will. Transparency: The Foundation of Innovation Culture Culture is critical to innovation. The storytelling CEO understands that transparency, sharing not just successes but also failures, doubts, and lessons learned, creates the conditions for new ideas and psychological safety. When leaders model openness through the stories they tell, they give permission for others to do the same, unlocking creativity and risk-taking across the organization. For example, Satya Nadella at Microsoft championed a learn-it-all culture over a know-it-all one. By sharing stories of his own learning journey, Nadella made it safe for others to experiment, fail, and grow. This shift didnt just improve morale, it drove innovation and business results. The Five Phases of Story-Centred Leadership Based on my research and work with thousands of leaders globally, Ive developed a five-phase circular model for story-centred leadership: Story Listening: Deep listening is the antidote to echo chambers and ego chambers. Walk in the shoes of others to gain empathy and perspective. Story Building: Craft narratives that are clear, compelling, rooted in purpose and full of sticky details. The best stories answer, why does this matter? for every stakeholder. Story Shaping: Practice and refine stories with feedback. Authenticity beats perfection, and people connect with whats real, not whats rehearsed. Story Sharing: Stories are the connective tissue of change. Seed stories throughout the organization to grow a fearless, purpose-led culture. Story Living: Embody the story through actions and decisions. The most powerful stories are those we live, not just tell. Stories are not soft, they are our essential software Many leaders struggle with the idea of storytelling, dismissing it as superficial or soft. As digital transformation efforts repeatedly fail due to lack of buy-in and cultural resistance, the need for narrative becomes clear. If we want our strategies to succeed, we must shift that mindset: stories are our essential software. As a previous Fast Company article notes, The six most common reasons digital transformations fail often boil down to poor communication and lack of shared visiongaps that stories can bridge. Storytelling is not about spinning fairy tales or sugarcoating reality. Its about making meaning from complexity, surfacing the why behind the what, and inviting others into a shared journey. As one leader, Ian Ellison, told me, Ive learnt the hard way that they (stories) are essential in engaging people in sustainable change. The Risks of Storytelling and How to Avoid Them Stories can always be misused, something that were currently seeing on a global scale. In the wrong hands, they can become tools for manipulation or exclusion. The shadow side of storytelling is spin, distraction, and even outright deception. Thats why transparency is so vital. The storytelling CEO must be vigilant about grounding stories in truth, inviting diverse voices and challenge, and acknowledging complexity rather than oversimplifying. Cross-Cultural Communication: Stories as Bridges In our globalized world, leaders must navigate cultural differences with sensitivity and skill. Stories are universal, but the way theyre told and received can vary widely. The best leaders are those who listen deeply to the stories of others, adapt their narratives for different audiences, and use storytelling to bridge divides. The Neuroscience of Storytelling Understanding how our brains are wired for stories can make us better leaders. Stories activate multiple regions of the brain, making messages more memorable and emotionally resonant. As Fast Company has reported, understanding how your brain works can make you a better leader and storytelling is a key part of that tool kit. The New Leadership Currency In a world awash with information but starved for meaning, the storytelling CEO stands out. Transparency, rooted in authentic, purpose-driven stories, is the currency that builds trust, inspires action, and accelerates change. As leaders, our challenge is not just to tell better stories, but to listen, shape, share, and live them every day. If you want to lead, start by asking: Whats the story youre telling? And is it true, transparent and worth following? Five Ways to Become a Storytelling CEO Listen first. Seek out stories from every corner of your organization. Be humble. Share your failures and lessons learned, not just your wins. Connect the dots. Use stories to shine a light on your North Star, linking strategy to purpose and values. Invite others in. Make space for diverse voices and perspectives. Live your story. Let your actions reinforce your words. And remember: you are speaking volumes before you even open your mouth!
Category:
E-Commerce
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