[M II A II R II K]

Collaborative

The funding will be crowdsourced. The data which provides much of the spectacle comes from the crowd. And, rather brilliantly, much of the energy the building requires will be generated by the people walking around it - crowdgeneration, if it needs coining.

Open

I think the very fact they published this proposal before the final decision is made shows a great understanding of digital culture. They know that they're better to gain popularity by publishing it. Ideas for the digital age grow in public.

Decentralised

This is a building in harmony with its environment. Culturally digital structures tend to work much more in collaboration with a wider environment. Consider the aforementioned farm versus a 20th Century factory farm. In The Cloud, people and climate contribute power. People and climate contribute information and experience. It works as a live barometer of our culture. Its as interconnected with our conscious as any building's ever been.

Scalable

The public, interconnected and collaborative nature of the digital age means that scalable ideas fit best. Opensource software starts with one piece of code and scales. The 'memes' that fly round online are eminently scalable as they evolve with people's interaction. Look how big LOLcats or Starwars kid got. This building 'can be built for £5 or £50m', say the architects.