Projoy] Nearly there. I agree whole heartedly with your phrase "If it manages to combine intellectual stimulation and its function, and make those two things interrelate, then I guess it's very clever indeed." Bread] I agree that an architect may if s/he wishes choose to design a building with the sole purpose of attracting customers. In this case they have and I am led to believe that they glory in that. My issue is that I (personally) find that approach unethical. Regarding shallowness - I did not say that it looked shallow. It doesn't, it looks interesting. The concept is shallow - one dimensional. If Joseph Beuys had piled lard on a chair to sell lard, it may have succeeded for a while but it would have been quickly forgotten. For me, the Selfridges building is just that, only more blingy. And with consumer culture responsible for so many of the environmental and social ills of our time, disposable 'environments' are a trend I would not wish to support.
[Chalky] Don't take me too seriously, my comment was made from that one image. I'm quite sure that if I happened to be in the area I'd duck in and have a look at the interior. Still looks like a beached whale though. :-)