Any architect wanting the world to take his craft seriously must hate that ubiquitous prefix archi. Archithis, archithat.
Subscribe to the AJ from £3 per week
For less than the cost of a pint you can have the magazine, iPad edition, full access to TheAJ.co.uk and the amazing AJBuildingsLibrary.co.uk. Subscribe now and experience architecture from a British perspective. The AJ - it's your journal.