Teheran, Iran

United Volumes of Benetton

UNITED VOLUMES OF BENETTON

The brief is audacious and offers the opportunity for a thrilling architectural proposal.

United Colours of Benetton is a global brand that is not shy about our cultural contrasts. Its identity is related with provocative images that bring together antagonist realities, by embracing its relation rather then differentiation. In a globalized culture, our lifestyle is not the result of separated elements but of the combination of a contradictory culture.

The proposed scheme, embraces the idea of an amalgam image. This conceptual analogy is represented by an architectural object that reflects a volumetric combination of different elements. The building is formed by the association of different and isolated volumes, that once combined, generate a unified architectural object, where it is still recognizable its original individuals.

The city of Teheran is living a vivid mutational process. With a combination of the ancient civilization of Iran with modern developments and lifestyles, tradition and innovation are a parallel that characterize Teheran’s strong sense of urban and cultural development.

The plot is located in a consolidated urban fabric ruled by strongly defined blocks. This proposal subverts the stereotypes by detaching from the surrounding buildings while introducing itself as an urban jewel capable of sending a message of modernity and progress.

The rigid and compact volume made by pure shapes, embodies the strength of a living organism which originates several movements, some pushing outwards and others inwards. One single mass is divided into smaller and distinct masses. This complex arrangement generates a diversity of space: open and close, high and low, wide and narrow.

The overlapping volumes, offer a complex facade geometry composed of solid and void objects, while simultaneously performing its interior layout. Using the analogy where each individual has a key role in the whole, also on this proposal, each volume has the faculty of defining both the exterior and interior.

The hard exterior surface made by white concrete and glass is gradually animated by the life of the building. In the interior, using a rich variation of light temperatures and prevailing colorful surfaces that are visible through the glass facade, the building exhibits its vivacity.

TEAM
Nuno Rosado, Tiago Branco Sampaio and Adriana Rosado.

Europaconcorsi Beta

United Volumes of Benetton