Back in the 50s, the new building for the Rochas firm broke with the
discreet continuity of the facades on rue François I. The project for a
change of façade managed, without falling into historical pastiche, to
assimilate itself to the neighbouring buildings, thus reestablishing its
harmony with the urban fabric while maintaining its modern, luxurious
character. The façade presents a classical design in Vicenza stone with
incrustations of golden nickel framing the great window openings, glazed
using the most advanced techniques.