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The Frame
The Frame
São Paulo, Brazil
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Other Projects by PSA Arquitetura
The Frame
São Paulo, Brazil
Unobstructed Views of Vila Nova Conceição Framed by The Frame, a PSA Arquitetura Project
With façades designed as frames and expansive views to be admired from within its units, The Frame is the latest project by PSA Arquitetura for Benx Incorporadora. Located in Vila Nova Conceição, this single-tower residential building encapsulates the concept behind its name through its architectural expression. Concrete grids and champagne-toned metallic frames extend across the lateral façades, delineating the glass panes that define the building's striking front elevation.
This transparency offers the social areas of the units an almost 180° panoramic view—a sensation enhanced by PSA’s thoughtful decision to position the structural columns outside the corners of the building. Instead of following the angular geometry of the façade, these
elements were strategically shifted to free up the junctions of the façades at each level. This approach not only maximized internal perspectives but also provided greater flexibility in the floor plans, a defining feature of the project.
The Frame comprises 22 residences of 350 m2 distributed over 27 floors, along with a 620 m2 garden-style unit on the ground floor. The crown jewel is the 770 m2 triplex penthouse, which offers a private gym, an integrated social and leisure area, and a gourmet space designed for elevated living.
The building’s complete leisure facilities, including a party room, swimming pool with a wet deck and 25-meter lap lane, gym, and sauna, are housed within the double-height lobby.
Extending beyond the tower itself, the lobby introduces a mezzanine level, accommodating a pilates studio and a terrace with exclusive views of Vila Nova Conceição’s urban landscape.
The lobby serves as a nexus where PSA Arquitetura’s design philosophy converges with Alex Hanazaki’s landscaping, creating a seamless dialogue with the green surroundings. For
added privacy and comfort, the main pedestrian and garage access is set back from Rua Hélio Pellegrino, introducing a garden that transitions gracefully into the lobby, enhancing the fluidity between indoor and outdoor spaces. The interiors, curated by David Bastos, align The Frame with the modern sophistication of its upscale neighborhood.
A Prime Location Positioned on a 1,560 m2 plot on Avenida Hélio Pellegrino, just a few blocks from the revitalized Avenida Santo Amaro, The Frame leverages its location in Vila Nova Conceição—historically one of São Paulo’s most prestigious neighborhoods. This coveted
area offers proximity to Ibirapuera Park and a selection of high-end dining and shopping options, appealing to discerning lifestyles. Additionally, Vila Nova Conceição benefits from the transformative development of neighboring districts: Vila Olímpia’s growth as a business hub and Moema’s enhanced connectivity through two metro stations. The Frame seamlessly integrates into this dynamic context, proposing a contemporary and expansive vision of urban living in São Paulo.
With façades designed as frames and expansive views to be admired from within its units, The Frame is the latest project by PSA Arquitetura for Benx Incorporadora. Located in Vila Nova Conceição, this single-tower residential building encapsulates the concept behind its name through its architectural expression. Concrete grids and champagne-toned metallic frames extend across the lateral façades, delineating the glass panes that define the building's striking front elevation.
This transparency offers the social areas of the units an almost 180° panoramic view—a sensation enhanced by PSA’s thoughtful decision to position the structural columns outside the corners of the building. Instead of following the angular geometry of the façade, these
elements were strategically shifted to free up the junctions of the façades at each level. This approach not only maximized internal perspectives but also provided greater flexibility in the floor plans, a defining feature of the project.
The Frame comprises 22 residences of 350 m2 distributed over 27 floors, along with a 620 m2 garden-style unit on the ground floor. The crown jewel is the 770 m2 triplex penthouse, which offers a private gym, an integrated social and leisure area, and a gourmet space designed for elevated living.
The building’s complete leisure facilities, including a party room, swimming pool with a wet deck and 25-meter lap lane, gym, and sauna, are housed within the double-height lobby.
Extending beyond the tower itself, the lobby introduces a mezzanine level, accommodating a pilates studio and a terrace with exclusive views of Vila Nova Conceição’s urban landscape.
The lobby serves as a nexus where PSA Arquitetura’s design philosophy converges with Alex Hanazaki’s landscaping, creating a seamless dialogue with the green surroundings. For
added privacy and comfort, the main pedestrian and garage access is set back from Rua Hélio Pellegrino, introducing a garden that transitions gracefully into the lobby, enhancing the fluidity between indoor and outdoor spaces. The interiors, curated by David Bastos, align The Frame with the modern sophistication of its upscale neighborhood.
A Prime Location Positioned on a 1,560 m2 plot on Avenida Hélio Pellegrino, just a few blocks from the revitalized Avenida Santo Amaro, The Frame leverages its location in Vila Nova Conceição—historically one of São Paulo’s most prestigious neighborhoods. This coveted
area offers proximity to Ibirapuera Park and a selection of high-end dining and shopping options, appealing to discerning lifestyles. Additionally, Vila Nova Conceição benefits from the transformative development of neighboring districts: Vila Olímpia’s growth as a business hub and Moema’s enhanced connectivity through two metro stations. The Frame seamlessly integrates into this dynamic context, proposing a contemporary and expansive vision of urban living in São Paulo.
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