During the 1937 Paris Universal Exhibition, three adopted French architects proposed a highly technical building, the Palais de la Découverte (Palace of Discovery), far removed from the new theories of modern architecture.
La Maison de la Publicité, an High Tech Architecture Ahead of its Time
La Maison de la Publicité is a project designed by Oscar Nitzchke in 1936. The building, a kind of media machine, presents a façade with a fine metallic structure, covered with changing advertisements, long before the first examples of high-tech architecture.