Content is an exhibition showcasing the ideas, experiments, and research behind OMA’s architectural and non-architectural work, along with AMO’s projects, since the 1995 publication of S, M, L, XL. It connects architecture and urban planning with contemporary political, economic, social, and cultural issues, while also reflecting the post–September 11th shift of OMA’s focus from the U.S. toward Europe, Russia, and China. The exhibition features themed installations, models, films, and photography, all presented within a setting constructed from temporary urban materials. Its design creates a dense, city-like environment where diverse themes interact across time and context. In this article, Winyu Ardraksa reflects his thoughts on the exhibitions of Koolhaas’ work, not only Content at the Kunsthal in Rotterdam, but also Start, which was exhibited at NAI.