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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.
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.