© BLaaK architecture . Published on June 10, 2009.

The P.R.B. (Persian Red Building) project is located in in Teheran, at Vali Asr Avenue, 800 meters to the south of Vanak Square. The project is indented to be a powerful communication tool for the representation of fashion brands and companies. With its high, angular structure, the P.R.B. Building is a distinctive landmark on the . Nine extruded planes become prismatic volumes, one for each storeys, are mutually rotated and thus combined, so the building seems to lean. The lowest volume accommodates the public functions i.e. retail spaces and the six upper volumes primarily contain office spaces. The atriums, stacked in a spiral-like fashion, interconnect the various floors and are an expression of the corporate values of P.R.B. Building transparent and communicative.

© BLaaK architecture . Published on June 10, 2009.

Moreover, in their formal variety the atriums offer some surprising interior perspectives. The over than 7000 sqm development comprises of office and retail uses and when complete will provide a premier entertainment, lifestyle and new experience for the wider Teheran community. The design responds to the challenging site context by creating a strong image and a new iconic presence in the city. At city scale level in fact, the construction expresses its iconographic character toward the urbanity. At ground floor level, the street alignment is determinated by the street context, where the building, as it rises, gradually leans over into the street space.

© BLaaK architecture . Published on June 10, 2009.

The P.R.B. Building sets out to create a dynamic impact at cityscape level. Its architectural form consists of two-storey glass and metal elements which give the shape to the street level basement. This part is made of tree main masses which establish a solid body for all the building and communicate with the street lines. Above of is laying the head, a six storey high volume with spiky edges.

The head gives the illusion of ‘sliding’ in and out of the main building envelope. These ‘sliding boxes’ build up the massing of the building and give a physical impression of ‘turning the corner’ thus creating a greater perceived link between the streets. The two-storey basement readable as horizontal elements emphasize the simplicity of the building block aesthetic. It also provides a new relation in terms of space in the city and the next-to-it buildings. The head provides a powerful focus when looking from the all area and creates a new anchor to the street.

Between the head and the body of P.R.B. Building the public can experience outdoor entertainment and al-fresco dining while protected from the outdoor elements. The concept design is driven by the desire to blur the boundaries between retail and offices and indoor and outdoor spaces with flowing spatial transitions that encourage discovery and deliver an energetic civic node serving the local area and beyond.

That is the strategy the P.R.B. Building uses to create identity to the area. The nine levels of the P.R.B. Building will complement the range of performing image of modernity and attention to the architectural and environmental in Teheran. The building is a successful combination of a distinctive exterior and a varied and exciting interior. The project acts as a distinctive landmark for the city of Teheran. Moreover with its stunning architecture and the exterior decorative lighting features adorning its facade, the P.R.B. Building will be a beautiful illuminating structure against the backdrop of the night sky.

The basement consist if three main blocks which will house three retail spaces of total 2400 sqm, each spanning two floors, with high quality acoustics, natural lighting and cutting edge technology. Coupled with support facilities equipped with the latest technology to enhance audience experience, colorful view and new feelings this new landmark complex is poised to become the venue of choice for the public, family entertainment and attractions as well as corporate and community events.

Visitors can walk along the gradually gradient shade and light walkway to experience the full array of offerings on the various floors or enjoy alfresco dining or entertainment amidst luxuriant greenery and view, water features and a verdant cool environment. Greenery and trees also wrap around all sides of the building at street level, where walkways, drop-off points, a taxi stand and outdoor refreshment areas all form part of a lively and shady street scape. The project comprises 4000 sqm of office space over the third floor levels. Commercial and corporate office interiors are so much more inviting when the setting is more of a home away from home, for not only the clients but the employees that must see it everyday. The new P.R.B. Building of Teheran achieve such quality in its interior thanks to the detailed and vibrant inner space. The available space is creatively outfitted with stunning details and forged an innovative relationship with materials, space and light.

The skin of the facade is made up of panels of stainless steel metal fabric that act as perimetral solar protection (with a shade coefficient of around 50%) for the interior of the building as well as contributing to the overall lightness of appearance. A quarter of these panels have a spherical impression created by drawing. These are located in two positions on the height of the panel, and alternately face inwards and outwards. The unique design of the building aims to harmoniously blend technology and nature, energy and new technologies, and at the same time, seamlessly blend the two main zones. Sustainability is another key feature of the P.R.B. Building project encouraging air movement and minimizing the need for air-conditioning while offering a cool and shaded environment that can be enjoyed all year round.