Advertecture has gone interactive over at Houston and West Broadway, where ANIMAL spots the above billboard and writes, "Look lucky SoHoers, Delta temporarily turned your boring boxy building into a quirky, stylish brownstone just a 'stone's throw' from Big…Ben.

"Advertecture" — the use of buildings for product placement — is not entirely new in New York; remember the old Pan Am (now MetLife) building? But in recent years, the practice has become a whole lot less gracious.

The Flatiron mural is a . . . mural. The Adelaide rock face is an ad. But what an ad. No mere TV blurb dropped into a sitcom; nor a placard on a bus, or even a billboard. This is monumental, in a league with the pyramids or a medieval cathedral: This is monumental advertecture.