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Designing in Teheran - Benetton Teheran
Designing in Teheran - Benetton Teheran
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Designing in Teheran - Benetton Teheran
A competition entry for the new flagship store for United Colors of Benetton in Teheran, Iran.The unification of mixed use programmatic spaces within a single entity can present itself to be a intriguing proposal for an architectural proposition. For Benetton, here is an opportunity to express the brand with not just one building, but through three distinct programs, work, live and consume. Though it is a simpler proposal to create three distinct tiers of the building, such a conglomerated and short-sighted approach would not justify the foundation of what United Colors of Benetton has already created in the fashion industry. It is therefore most paramount to create an architecture that encompasses Benetton’s presence not by a visual reference of programmatic distinctions, but through means of unification of these human experiences and behaviors. In such proposal, Benetton is the common denominator, and not a veneer. At the particular context at the site in Teheran, it was deemed necessary to create a dialog that amalgamates both a singular (conceptually) but distinct (contextually) archicitecture. To achieve this, a fragmented facade surrounds the vertical circulation, encapsulating the program in a porous facade, that reveals the continuous vertical circulation that visibily runs through the entire building. The volumes of vertical circulation and spaces that need to be enclosed are encapsulated in this single composition running through as a monolithic structure through the building, with an open program spread on each floor for retail, office, and residential use. The Benetton offices and retail stores spaces, along with apartments on the top floor were arranged with the concept that relied on the unique way that the brand has remarkable stand on the fashion industry. The different components of each floor are intended to connect with the way Benetton has constructed its own image. United Colors of Benetton are interpreted at this site as United Volumes of Benetton.
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