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Anyone who’s read anything about architecture in the US knows why that one Capital One ad where they knock down a neoclassical bank and replace it with a Starbucks is counterproductive.
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Banks were neoclassical to convey a sense of permanence! Nothing says “we’re a safe place to store your money” quite like copying a 1000-year-old building.
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Instead I’m being told my money is saved in a place with all the permanence of a pinkberry franchise.
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