A new 14-storey apartment block to be built on the old Birmingham Post & Mail site is expected to divide people's opinions "like Marmite".
The claim, a nod to the advertising campaign for the popular yeast extract, came from Coun Gareth Moore as plans for the second phase of redevelopment of the site in Weaman Street were approved.
Developer Chatham Billingham has already built a new underground, 752-space car park and 31,600 sq ft of retail and office units in the former printing works which are due to open later this year.
It has now received the green light to develop 245,630 sq ft of grade A office accommodation across seven floors and a further seven levels above containing 115 flats, including ten penthouse apartments (see gallery below).
The team, which was behind the development of The Mailbox, also recently commissioned property consultancy CBRE to market the entire site and find either an outright buyer or a partner to work jointly on finishing the project.
Coun Moore (Con Erdington) said he agreed with the principle of a tall, partly residential building on the site near Snow Hill station, but added: "I just don't like the design of it.
"I have grave concerns, it's a Marmite building - you'll either love it or hate it. It is a key city centre location and would like something more in character."
He was the only member of the city council's planning committee to vote against the plans from the developer.
The site is within the Snow Hill development area which has been earmarked as Birmingham's answer to Canary Wharf.