In 1923, the much politicized newspaper Leningred Pravda launched a competition for a branch office building in Moscow. Entries were asked to “express the productive and busy nature of this building on its façade.” (Khan-Magomedov) The Vesnin Brother’s project won the competition. [image]
Melnikov presented a building having five revolving floors. By this mean the building expressed dynamism and change. However, a strong bias toward the New Regime is put forward by the façade motive remembering Tatlin’s Third International Monument. The importance of the written elements in the project acknowledges the billboard nature of the building.
"The Pavilion of the Moscow branch of the 'Levpravda' had, without doubt, some advertising elements, and this prompted me to bring the advertising action in the organism of the building itself"