Here's the problem: Whadya do when you own the most elegant department store in the world, which happens also to be the second biggest tourist draw in Paris, and you're stuck with a non-descript 19th century building that you picked up when you bought out the competition department store and that used to house horses, said building occupying some of the most expensive real estate in the world? More the city sages warn you not to think of tearing it down. And yes it just happens to be at the center of the city's gay sex club zone.
But of course, you hire the world's most famous bad boy architect, Rem Koolhaas, and turn it a palace for contemporary art. Good for your image. Good for your brand. Good for people who, sometimes, are taken to be artists.