The general aim of this essay is to better understand the effects of globalization on architecture as well as its inherent possibilities. This research has specifically been oriented on architectural attitudes towards these processes. In order to gain an understanding of globalization processes their socio-economic consequences are first analysed. The growth of economies stands in direct relation to foreign trade. To a large extent internationally operating firms are responsible for this trade. In order to conduct cross-border business smoothly a network of globally operating firms has developed. These multinationals operate primarily in so-called ‘global cities’. This network of global cities is growing and is increasingly imbedded in all parts of the world. These economic processes instigate socio-cultural consequences on a global scale. Part of our findings is that technological and economic progress seems to prompt cultural erosion. Cultural erosion is explained as one of the consequences of the branding strategies used by globally operating companies. In applying these strategies these firms often disregard existing local cultures. Through several examples this essay demonstrates the relevance of the existing different cultural settings. The globalization issues are examined by discussing two seemingly opposite architectural attitudes: Regionalism and Deconstructivism. The former seems to advocate historical continuity, the latter seems to endorse flexibility and progress. The complexity of cultural representation is discussed through an analysis of acknowledged Regionalist examples. The pitfalls of historical abuse and generalization are also exemplified. Deconstructivism is explained through some of the subversions introduced by Rem Koolhaas. Since both attitudes have many subjective interpretations two case studies of their practitioners (OMA and Luis Barragán) clarify their workings. The final section tries to demonstrate the sensitivity of both approaches in regard to the globalizationprocesses that were described. Considering that globalized environments are not homogenous we conclude by recommending a strategy that involves analytical research of socio-cultural constructs.