Flight of folly: Pavilion lands in Hyde Park

The Serpentine Gallery Pavilion, inspired by the extravagant pavilions that became popular in the 18th century, comprises a large cylindrical structure resting on quarry stones, so appears to float, and glows at night because of its translucence.

'I wanted to create a symbolic place for London,' Radić tells LS:N Global, 'something that feels hand-made, perhaps by a giant.'

Perceptions are altered as the structure has an exterior central patio, as well as interior decking, on different levels. Jigsaw-like areas have been cut out of the papier-mâché-style walls to geometrically frame the landscape when viewing outwardly.

For more examples of brands creating public spaces for contemplation, read The New Sublimity macrotrend.