Famous Serbian architect , however, praised the project, saying that it is the pride of the contemporary architecture in the world. The project was awarded the prize for architecture at Belgrade's Architectural Salon and architect Snežana Ristić wrote: "There is lot of arguing about this object. Ones are against the modern object in the old city core and wish to see a polished, eclectic house like the ones with the 19th-century façades; others find lots of quality in this modern edifice for the modern times; third believe that shopping mall shouldn't be built at all and that some cultural venue should have been constructed instead; fourth still have nostalgic memories of an open space and trolleybuses roundabout". Architect Branislav Stojkov also praised the building and the small square on the Knez Mihailova side, stating that the architect beat the investor, as the building is full of light and air.