He had his first brush with national attention when some furniture he had built from industrial corrugated cardboard experienced a sudden popularity. The line of furniture, called Easy Edges, was featured in national magazine spreads, and the Los Angeles architect experienced an unexpected notoriety. Although Gehry built imaginative houses for a number of artist friends, including Ruscha, in the 1970s, for most of the decade his larger works were distinguished but relatively conventional buildings such as the Rouse Company headquarters in Columbia, Maryland, and the Santa Monica Place shopping mall.