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New York City architect Paul Rudolph, in his characteristic search for novel form, found an ideal patron in Stanley Marsh 3, impresario of the Cadillac Ranch (AO31) and managing partner in the 1970s and 1980s of KV11-TV. Rudolph designed a square-planned building, with a low, pyramidal roof of open steel framing and wire mesh to enclose the office space and broadcasting studios of the station. The center is located where parallel downtown streets converge to form the U.S. 87 southern approach to downtown, its shape marking the transit from suburb to city.