Constructed in Sweden, the Villa Goth was drawn by the architects Bengt Edman and Lennart Holm. It is the first structure ever referred to as “brutalism”. At a time when Europe was devastated by war, and housing was scarce, such style-free structures promised quick and easy housing.

For three-decades urban planners across the United States, Europe, and the Soviet Union claimed brutalism was trendy and cheap. Policy makers immediately waged a relentless campaign to demolish historic structures and dwellings with any styling and culture to make way for grey, boxy, concrete monstrosities.

If the architectural monoliths sought to be imposing, digital designers have since discovered that using high-contrasting clashing colours with big typography is excellent at coercing viewers to attend their abomonation.