New infill: how to do it?

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Not sure about this.  It looks reasonably innocuous and thats the problem.  It was clearly supposed to reflect the houses to the right but somehow fails.  It is a boring building. On close inspection the proportions are wrong, the brickwork, even in the photograph doesn't look right and with its fake parapet and sunken undercroft to rear parking, it reveals itself for what it is, a block of flats more or less disguised as a Victorian building.  It isn't and raises deep questions about how we should be building new dwellings  in this context.  Can truly innovative architecture have a place in an historic environment  and where do issues like authenticity and integrity come into it?