Every time the emergence of a new style or direction led first to the displacement of outdated forms and technologies, and then to their recreation. Ideologies and utopias become form. Then there is the strange world of genuine fakes, such as Henry Ford's Greenfield Village, where the past becomes the present for didactic purposes. There is nothing to be done, the main instinct of architecture remains repetition, whether we are talking about columns, beams or twin towers. We live in cover landscapes created by copypastas. In his satirical essay, Sam Jacob examines the current state of architecture and asks the question: maybe this is just an attempt to pass off a fake as the original? Sam Jacob is an architect, designer, head of the architectural bureau FAT (London), lecturer at the Architectural Association of London and the University of Illinois (Chicago). ), author and editor of strangeharvest.com, columnist for Art Review magazine.