Some sources point out, that this piece of Brašovan's architecture was influenced by Soviet constructism. The reason why is for sure the co-operation with the Soviet architect Pavel Krat, who drawn the project. Everything was finally composed by Brašovan himself, who also followed the German Bauhaus School, that did not existed anymore in 1935. It is also mentioned, that he was influenced by Czech Cubism. The tendencies in Czech architecture during the late 1920s and 1930s could be characterised more like funcionalism. Functionalism also characterises this building more than any kind of cubism.
The house with the floor plan of a Cyrillic P, looking like tihs П, rises to two-thirds height as a rather horizontally organised unit with ribbon windows. The upper third differs from the more typical windows of industrial buildings, which are strongly vertically orientated, visually stretching the building. A roof terrace is planned for the upper part of the reconstruction. One of the striking details is the stair tower, which is set slightly forwards like a tower. The different geometric shapes and various window types result in the building's constructivist character.
The building is a massive reinforced concrete structure, designed in such a way that the once heavy printing presses could be set up on the individual floors. The large windows that flood the building with light make it appear very light.
Industrial buildings of this height are not that common in Europe, especially as a printing plant. The building is still very striking today and was the highest building in Belgrade for 23 years until the construction of the Central Committee of the Communist Party, today called Ušće Tower 1.