Maison de la Publicité Project, Oscar Nitzchke

This architectural expression of the power of the media in contemporary life was most compellingly wrought in the building’s facade: in front of the glass-block windows of the advertising agencies was to hang a steel lattice that in turn would support images, logos, and other illuminated messages (to be fabricated in the building’s tenth-floor workshop). Space here would be rented out, so that the images and messages would be in a constant state of flux, like the traffic on the boulevard below. As Kenneth Frampton has written of the Maison de Publicité, “Had it been built, it would have introduced a subtle rupture into the continuity of the Haussmannian avenue, replacing the ordonnance of the Second Empire with a pyrotechnic, kaleidoscopic field dynamically resplendent day and night.”*

Isn’t it the building itself as a collage?

*Publication excerpt from Matilda McQuaid, ed., Envisioning Architecture: Drawings from The Museum of Modern Art, New York: The Museum of Modern Art, 2002, p. 80

You can find more drawings from https://www.moma.org/collection/works/608?locale=en

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