Considering neighborhood townscape, Goliran project design differs from its context result in having contrast with its traditional ambience. Located on a crowded street, the building should announce itself by a unique character. The Horizontal linear elements have been effected by local pedestrian movement path showing day and night street life. These linear elements, appear as different bars, continue their movement from outside to inside the building where they make small decks for the shopping purpose, showing flowers. These horizontal elements have been arranged to express a traditional form which have been extracted from skyline of rural country houses. The white color has been selected for increasing the contrast between project and its surrounding space. In addition, using interior white ambience will ends to creating more appropriate background for representing flowers different colors. Subsequently, implementing transparent outer surface, the project team designed the expanded curtain wall system for achieving the maximum sun light together with providing exhibiting goals.