Bjarke Ingels Group’s virtual headquarters for Vice Media disappoints on every level

Whenever I search for toothpaste at the grocery store, I am reminded of browsing the projects on Bjarke Ingels Group’s (BIG) website. Each bright and sparkly box looks unique to fit a variety of specific needs: fresh breath, tartar control, sensitivity, whitening, etc. But upon further examination of each tube, they all claim to do what the other tubes do anyway. So if the whitening toothpaste also includes tartar control, sensitivity, and fresh breath, but the sensitivity toothpaste includes whitening, fresh breath, and tartar control, which one am I to choose? Does one toothpaste actually do any of these things better than the other? How can it

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