The author posits that our experience of architecture is shaped as much by a direct relationship as by a network of mediatic representations. If cinema and the web have accelerated the overlapping of these multiple modes of experience and mediation, the author suggests viewing these mutations in the context of a longer history. Hence, he traces the technical mediation of the representation of space back to the Renaissance, with the invention of perspective and projection techniques. In modern times, Le Corbusier was the forerunner of a multimedia architectural experience through a cinematic approach to space and the addition of slogans and images that complemented the experience of the built environment. More recently, other architects such as Rem Koolhaas (OMA) have instituted this practice by posing as building constructors as well as brand image strategists.