Oscar Nitzchke, Hugo Herdeg. Maison de la Publicité Project, Paris, France (Exterior perspective). 1936

Oscar Nitzchke with Hugo Herdeg Maison de la Publicité Project, Paris, France (Exterior perspective) 1936

  • Not on view

Ablaze in the Paris night, the Maison de la Publicité broadcasts information along the Champs Elysées. The slender building is a pure media machine. The diagonally braced steel grid of the facade acts as the support structure for graphic material; inside, advertising agencies in rental offices produce logos, signage, and sales pitches, and a vast hall hosts public media events. The building itself is a collage: the graphic cladding produced inside, installed by a rooftop crane, constantly updates the exterior. The photomontage uses a picture of Paris at night to envision the architectures nocturnal transformation. The facade’s dynamic assemblage of signs and cultural expressions represents an early fascination with media and the architecture it might inspire.

Gallery label from Cut 'n' Paste: From Architectural Assemblage to Collage City, July 10–December 1, 2013.
Collaborating artist
Hugo Herdeg
Medium
Gouache, ink, and cut-and-pasted printed paper on photograph mounted on canvas
Dimensions
28 1/4 x 20" (71.8 x 50.8 cm)
Credit
Gift of Lily Auchincloss, Barbara Jakobson, and Walter Randel
Object number
424.1976.1
Department
Architecture and Design

Installation views

MoMA collaborated with Google Arts & Culture Lab on a project using machine learning to identify artworks in installation photos.

If you notice an error, please contact us at digital@moma.org.

If you would like to reproduce an image of a work of art in MoMA’s collection, or an image of a MoMA publication or archival material (including installation views, checklists, and press releases), please contact Art Resource (publication in North America) or Scala Archives (publication in all other geographic locations).

All requests to license audio or video footage produced by MoMA should be addressed to Scala Archives at firenze@scalarchives.com. Motion picture film stills or motion picture footage from films in MoMA's Film Collection cannot be licensed by MoMA/Scala. For licensing motion picture film footage it is advised to apply directly to the copyright holders. For access to motion picture film stills please contact the Film Study Center. More information is also available about the film collection and the Circulating Film and Video Library.

If you would like to reproduce text from a MoMA publication or moma.org, please email text_permissions@moma.org. If you would like to publish text from MoMA’s archival materials, please fill out this permission form and send to archives@moma.org.

This record is a work in progress. If you have additional information or spotted an error, please send feedback to digital@moma.org.