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Notice that the section "Toronto" is most prominent. Just below it are options to navigate to related cities. In between the real information and the title is a prompt to search which allows the system to narrow the user's intent.
A picture may be worth 1000 words, but this one sort of requires explanation. The small brass sculpture in the foreground is a replica of the Arc. In the mid-ground of the photo is a generically arc shaped white box. You can see a tiny white square highlighted on the Arc-box. When you rotate the brass Arc it rotates the Arc-box and highlights different parts of the frieze and then projects highly detailed photos of the frieze onto the screen in the background. A really cool interface that allows you to explore the Arc in a way that wouldn’t be possible from the ground.