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. 2020 Sep 18;5:46. doi: 10.1186/s41235-020-00243-4

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© The Author(s) 2020

Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.

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Fig. 4 — Montcalm Shoreditch Signature Tower Hotel, 151–157 City Road, London, completed 2015 by SMC Alsop Architects. What is lost when architectural design focuses on eye appeal? [Figure copyright Ian Ritchie, RA]