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Bennetton HQ Competition
Bennetton HQ Competition
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Bennetton HQ Competition
THE WOVEN BUILDING
The competition entry for Benetton in Tehran
The Woven Building knits Benetton’s united trademark into the rich fabric of Persian culture and the modern metropolis of Tehran.
In a modern manifestation of the Persian courtyard, the woven façade wraps itself around a dynamic commercial space that strategically reveals the spaces beyond through a veil of geometric brick-work inspired by classic Persian patterns.
For more than three thousand years, the Persian walled garden with its cypress trees and central fountain has been the focus of the Iranian art, architecture, poetry and traditional crafts like carpet-making and weaving.
The façade’s brick pattern weaves itself throughout the building to create dividing walls, passageways, openings, seating, interior partitions, display platforms, and stairs connecting the public terraces and functioning as an outdoor theatre.
The courtyard changes throughout the day as the sun moves through the interlacing openings in the facade. This passive yet dynamic interaction between natural elements and the architecture creates an environment where people want to linger, encouraging shopping and social interaction. Ziggurat-like steps reminiscent of the Hanging Gardens of Babylon allow people to explore the space and shop leisurely.
Large walls along both street axes allow for maximum advertising visibility to provide additional financial resources to the building.The multilevel interior/exterior landscape serves as an ideal location for fashion shows, film screenings, and other commercial events.
At night, the interlacing openings allow for dramatic lighting to penetrate through the building, distinguishing it as a node within the city.
Incorporating modern commercial architecture with indigenous embellishments, The Woven Building creates a striking monument to Persian culture and Benetton’s philosophy that, “communication should not be commissioned from an outside company, but conceived from within its heart.” The juxtaposition of modernity and cultural identity in this project creates a space rich in history that embraces the future.
The competition entry for Benetton in Tehran
The Woven Building knits Benetton’s united trademark into the rich fabric of Persian culture and the modern metropolis of Tehran.
In a modern manifestation of the Persian courtyard, the woven façade wraps itself around a dynamic commercial space that strategically reveals the spaces beyond through a veil of geometric brick-work inspired by classic Persian patterns.
For more than three thousand years, the Persian walled garden with its cypress trees and central fountain has been the focus of the Iranian art, architecture, poetry and traditional crafts like carpet-making and weaving.
The façade’s brick pattern weaves itself throughout the building to create dividing walls, passageways, openings, seating, interior partitions, display platforms, and stairs connecting the public terraces and functioning as an outdoor theatre.
The courtyard changes throughout the day as the sun moves through the interlacing openings in the facade. This passive yet dynamic interaction between natural elements and the architecture creates an environment where people want to linger, encouraging shopping and social interaction. Ziggurat-like steps reminiscent of the Hanging Gardens of Babylon allow people to explore the space and shop leisurely.
Large walls along both street axes allow for maximum advertising visibility to provide additional financial resources to the building.The multilevel interior/exterior landscape serves as an ideal location for fashion shows, film screenings, and other commercial events.
At night, the interlacing openings allow for dramatic lighting to penetrate through the building, distinguishing it as a node within the city.
Incorporating modern commercial architecture with indigenous embellishments, The Woven Building creates a striking monument to Persian culture and Benetton’s philosophy that, “communication should not be commissioned from an outside company, but conceived from within its heart.” The juxtaposition of modernity and cultural identity in this project creates a space rich in history that embraces the future.
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