© Gabriele Pitacco . Pubblicata il 09 Giugno 2009.

The project for the new Benetton multistorey building is part of Teheran place of modernity. It’s a Teheran that exists, existed and can regain its central cultural rule in the global world. It’s a Teheran of the skyscrapers, of the subway lines, of commercial strips, the metropolitan center of the country, the place where trading goods and ideas has a central role. It’s a Theran that exists nowadays and at the same time in the collective removal of the ime of openess. It’s, for us, the friction point of the issues of contemporaneity and a challenge to keep opened the dialogue with the contemporary hystorical time. In the last 30 years Teheran symbolized, to the western world, closeness and absolutism, politics of (bilateral) distances and suspects sealed off a realm of richness and colture, an authentic experiment of the idea of modernity, both in architetural terms and in the re-interpretation of the modern movement. The whole western world recently seemed to convert to the politcs of preventive fear according to the principe of unum imperium, unus rex that only naivety and badfaith could misread as bearer of potenpial peaces, blindly not seeing that this apporch denies the modernity itself, and cannot be the place for exchange, for experimentation and meeting. The project for the new Benetton multisorey building we propose is against the idea of a city under siege, a city to fortity, to barricade around devaluated palces where it does not matter the bravery and the weath of the man. It’s a project against each and every dogma, a project that arise from the public space, creating an super-program that blinds the various functions and spaces, creating complex and intriguin’ spaces that open a dialogue with the idea of exchange, interrelation and openess. In the hearth of Vali street the hanging gardnes od baylon will arise, a Babel obviously modern, that breaks the layers of conventional city with its load of complexity and pluralism up towards the sky, layering one on the other series of new elements and programs of the contemporary bazar. In fact bazar is a persian vernacular that identifies the prices’ creation place, where offer and demand does meet, where market and culture of exchange are born. Teheran, a place of modernity

© Gabriele Pitacco . Pubblicata il 09 Giugno 2009.

© Gabriele Pitacco . Pubblicata il 09 Giugno 2009.

© Gabriele Pitacco . Pubblicata il 09 Giugno 2009.