In Selb Gropius realised his idea of "total architecture". There is no molecule separated from the other, no aesthetics, which is basking in self-interest rather than being integrated in the overall concept.

The far-distance-effect of the building arrangement changes when the viewer approaches, and reveals an interplay of light-and-shade caused by the structure of the building. From a close-up view the surface texture has the direct effect of plasticity. Integrated in the strict long line of office buildings and garages are the porter-house and main gate, which are covered by a protruding roof that seems to have an upward turn, thus being an architectural eye-catcher. The factory itself is an elongated, low building which is accentuated by a towering hall in the centre. It is based on U-shaped concrete trusses that are visible from outside and exemplifying the overall construction. The vertical raster applied for the whole building, using concrete trusses in a typically Gropius manner, follows a module which – as a visual-aesthetic principle - compensates the prevailing horizontal impression of the elongated low building. The outside walls of the basement as well as the supporting walls are made of fairfaced concrete which resembles in structure Tapio Wirkkala’s relief applied in the Rosenthal studio-line shape "Variation".

Gropius has a lot of social understanding that he transforms directly into architecture. The planning of the mostly mechanised or automated work-flow in the factory Rosenthal am Rothbühl is exemplary. Here, industrial architecture does not confront, threaten or dominate man, here, the measuremens of the factory are in harmony with man. Walls are rhythmically interrupted by bottom-to-ceiling windows. In the middle of the great factory hall there is a greenhouse, which also serves as winter retreat for the famous Rosenthal flamingos. The information centre near the entrance is also the place for exhibitions, thus combining internal information with that of common interest, and the "Feierabendhaus" including staff canteen, conference- and seminar rooms has far more than just a workplace function. These elements together with the overall construction and the aesthetic view makes Walter Gropius’ architecture in Selb actually humane. Philip Rosenthal comments about it: "From close collaboration with Professor Gropius I have learnt that an architect’s real greatness does not show in his insisting on a headstrong concept of buiding construction, but in real understanding for the needs of the people working in the factory, for the priority that needs to be given to the manufacturing processes, and, last not least, for the employment of cost-effectiv materials, constructions and methods of execution."