It might sound difficult to reach a consensus on definition of “Kitsch” due to temporal restrictions of found in this phenomenon, its extension to related fields, researcher’s various ideas about it and also various implications expected from this phenomenon (this phenomenon is sometimes related to bad taste and public culture, however, it can be thought of as the cudeavor of public culture to achieve its identity in contemporary world). Nevertheless, negative impacts of this phenomenon can be one of the reasons for current architectural visual chaos. This paper tends not only to investigate this phenomenon from the aesthetic perspective to obtain some necessary  contemporary architecture, but also to introduce one sample (Darius Grand Hotel in Kish) through conducting a study on library sources and documents, and interpreting some field studies through a descriptive-analytical method. As a result, and in accordance with what some phenomenology scholars have said, it is concluded that: loosing sense of place attachment is one of the Kitsch architecture’s side effects.