cities, because the more distinctive a building is, the better it can be marketed. Well-known buildings ensure that individual locations are immediately recognizable: The Eiffel Tower stands for Paris and the Parthenon for Athens. In the times of globalization architectural icons are becoming trademarks in the competition between metropolises: "At the same time, the growing inflation on the catwalk of architectural images threatens to contribute to general confusion. Did this house stand in Hamburg, Tokyo or Paris? Was it the museum in Bern, Manchester or Seoul? Was it the architect Eisenman, Koolhaas or Piano?" (in German: ) The dilemma of this architecture, which is oriented towards the visual effect, is that it must rely on the quick glance. Tietz calls it "an architectural fast food that is as easy to consume as possible" (in German: Fast Food). At the same time, it is often forgotten that what constitutes the quality of architecture can only be experienced on location: "But the Modernist building set is also constantly generating new images for worldwide marketing in the architectural circus: ecologically ambitious at Foster, elegantly expressive at Gehry, zigzag deconstructed at Libeskind. (in German: ) However, these computer-designed, constructed marketing strategies threaten, according to Tietz, to turn architecture into a cliché that is full of Potemkin villages. Some examples An example of this is the Seagram Building in New York, which became the icon of the modern skyscraper and in the following decades the most imitated example of its kind worldwide. The construction of the Sydney Opera House was part of a rethinking of 1950s architecture. List (selection) This list can never be complete, but it should give an overview of the diversity of building. See also World Architecture Survey References Further reading External links Architecture Postmodernism Architectural design