There seems to be a certain quality ("without a name") in design today, that is only achievable through an aura of "bigness". (It's no coincidence that that's a term coined by polemic extraordinaire Rem Koolhaas.)
To make this more concrete, consider this Dubai-themed design by Wolff Olins:
This is so extreme, that if a freshman graphic designer showed this to you, you'd probably be most concerned about his mental health.
But, in the hands of a pre-established, auratized (Byung-Chul Han) context of brand (WO in this case) bigness, you can pull it off.
(I'm sorry if I'm getting too deleuze&guattari here.)
Do we, in this modern world, have to blow up our meagre ideas and concepts to Koolhaasian galactic and causality-changing proportions in order to make them heard, or even intelligible?