The "iceberg" metaphor made literal.
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.
Above, of course, are the famous onion domes of St. Basil's Cathedral in Red Square, with an imaginary substructure of ever-larger pillars and domes.
The designers also developed underground additions to the Lomonosov Moscow State University (which featured in Phaidon's atlas of 20th century world architecture):
Come to think of it, we wouldn't be too surprised if a good number of Moscow buildings did have secret underground extensions.
All images courtesy of Saatchi & Saatchi and the Shchusev State Museum of Architecture.