Fra begyndelsen af artiklen: We have a situation where cities and large companies are competing for investments on a global market. Prestige projects are built in order to draw attention to locality. Every city wants its own Gehry-Guggenheim museum in what could be called “The Bilbao-effect” (Foster 2002). In this case architecture can be seen as sites of spectacular spectatorship. One example of this would be the award-winning Turning Torso apartment tower project in Malmö.