Gehry describes his design methodology, stressing his aspiration for design that springs from the subconscious. He stresses the importance of large scale models and mockups, and close relationships with contractors and suppliers.
He frames his discussion of designs for two Joseph Magnin department stores with an attack on the conventional air, light and sound environments of stores and offices.
He discusses the Rouse Company headquarters in Columbia, MD (1974) in terms of maximizing natural light and flexibility in task lighting, both to increase visual access to the outdoors and decrease energy use. He points out the use of a modular, open-ended system which allows for easy modification. He notes the complexities of working in a site undergoing rapid development.