The assessor was Giles Gilbert Scott; Rowse's design won, beating those by the architects of the Port of London Authority building, Tower Hill (Sir Edwin Cooper); the Royal Automobile Club, Pall Mall (Mewis and Davis); the Wolseley building, Piccadilly (Curtis Green); and the Cunard Building (Willing and Dodd) and Mersey Docks and Harbour Board building (Arnold Thornley), both at the Pier Head, Liverpool.
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In their design justification for the site, both companies state the form of the new building was contextualised based on its setting, adjacent to Liverpool’s waterfront, a World Heritage Site including the Three Graces: the Royal Liver Building, the Port of Liverpool Building and the Cunard Building.