Architecture practice does not scale. Architects are among the very few, providing custom design services — "rethink and reinvent™". The most important levers of explicit, measurable spatial change are out of reach for the practice, as customarily defined. In order to achieve an architecture of scale, we need to harness forces that shape the city, not simply design for it as it is. On the 11th of October, we will look at this issue under closer scrutiny, as well as consider DOMA and Augmented Standard as trajectories away from disciplinary — toward new forms of engaging the city.