Teheran, Iran

DESIGNING in TEHERAN

BENETTON multistore building

alessandra deidda, Valentina Nicol Noris, Ivan Grippaldi

LOGO of BENETTON: concept of floor, facade and volum

The building is located in the commercial centre of Teheran. The aim of the project is to combine Islamic architectural language with forms and colors of the Benetton company which it represents. The logo in the commercial field represents the identifiable element of the Company. In this project the lines of the logo articulate volumes, floors and facades. On the façade combining the logo with Iranian flag lines design on the façade a screening which creates an interesting play of light and shadow, reminiscent of shutters. “In the Islamic architecture, there is a complex play of connection between interiors and exteriors by means of different layers of shutters”1. The formal and architectural choices are based upon principles of environmental sustainability so the surfaces are more or less inclined in order to intercept the sunlight, while the skin thickens or immaterializes and buffer zones are merged with the space. The internal space grows around an ample and covered square, it links the stocking and the underground parking areas with the upper floors by a system of vertical paths, while a suggestive helicoidal stairway connect the areas open to the public. On the lower floors, three independent commercial units overlook the square hall so the commercial area takes on the characteristics of a small urban shopping centre. The office sector is divided into two parts: one goes from 2nd to the 5th floor, articulated around the helicoidal stairway; the other, on 6th floor, connected to the other levels by the system of vertical paths, which is designed to serve, when necessary, exclusive space. The office floors are divided into 3 or 4 open spaces which may be further subdivided by semitransparent diaphragms, which surfaces are designed by clothes pattern, thus allowing the creation of major or minor transparencies: the textile language merges into the overlapping and weaving of veils, which are typical of traditional Arab clothing. The residencies, situated on the top floor, are uniquely connected to the hall by the system of vertical paths. Various types of apartments have been studied to respond to different family demands.