Melnikov’s project was chosen to represent U.S.S.R. for its low cost and the rapidity with which it could be erected. It is truly conceived as a temporary structure. Melnikov’s scheme was also able to “draw a contrast between the luxury and wealth of other countries and the freshness and originality of artistic creation in the revolutionary age” as stated by the competition. (Eliasoph, p.29) The pavilion did achieve its advertising goal: it won the expo’s architectural prize and was largely dismissed by the critique.

The pavilion main features are two large processional staircases leading to the 2nd floor's exhibition space. Because of their corner position they distort the normal perception of perspective. Written elements, soviet symbols, and red walls are a true part of the design. By all those means the pavilion becomes a propaganda/advertising object for the new country by introducing a new set of references to the visitor.

A link can be drawn between the Soviet Pavilion and the United Colors of Benetton advertising policy. In both cases the goal is to disturb the public in order to promote specific values. However, Melnikov establishes a new set of references while Benetton uses existing symbols.