Among the many current architectural trends, some originate directly from the digital reality. This new architecture - sometimes exploring the new possibilities the digital brings, or destroying the myths it creates, also developing ways of making it adapt to the materiality of the world, but always using it as fuel for its projects - demands a revision of its definitions from new cultural and ideological postures that break up with traditional notions. New architectural concepts are associated to industrial design, publicity and electronic art. The present research discusses some characteristics of the architecture that mutates with the advent of information society, analyses theories that feeds it and indicates similarities of projects and works of architecture with those of industrial design. The construction of current urban image has been altered and we suggest that architectural thinking must follow.