For the first time ever, the public facade of an industrial plant showed the building's naked construction. Its steel trusses lie with their joints uncovered in front of the glass facade, which slopes slightly inward, following the inner supports. The six-fold broken gable of the end wall reflects the building's inner construction. Seemingly, the gable rests on the glass front, the principle of load-bearing and loads is inverted by the recessed ashlar corner pillars. Meanwhile, the massive, structurally unnecessary corner pylons give the front a heaviness that should inspire confidence - both in the people who live there and in the outside world. The building's architecture itself became an advertising medium.