Most people don't set out to become famous. But forsome design groups, fame is an unexpected benefit ofwhat they do so well. Yes, it's gratifying. Yes, it does tendto attract new business. And yes, it can detract from thework at hand.Once one's firm has achieved some degree of notoriety,the trick is to maintain that attention while not letting iterode the work that captured the attention of peers and thepress in the first place. These four firms have achievedvarying degrees of attention, and each handles the spotlightin a different way.