Imagining Moscow Landmarks If They Were Mostly Underground

Great buildings don't wear their history on their sleeves. As in Hemingway's famous literary "iceberg" adage, the story sits mostly out of sight -- in broken windows since fixed, realigned walls, and most of all, the movements of important people who left no prints on the architecture.

That iceberg metaphor is the inspiration for a clever new advertising campaign for the Shchusev State Museum of Architecture in Moscow. Designed by the Russian offices of Saatchi & Saatchi to lure in architecturally curious Muscovites, the posters imagine what three iconic Moscow buildings might look like if their above-ground structure represented only a tenth of their total volume.