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Truss Academy
Truss Academy
São Paulo, Brazil
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Other Projects by ARCHITECTS OFFICE
Truss Academy
São Paulo, Brazil
Firm
Type
STATUS
Built
YEAR
2025
Photos
To envision architecture is to conceive spaces capable of welcoming new meanings. This is how Truss Academy was born in São Paulo: not merely as a physical building, but as a gesture to provoke experiences, integrate dimensions, and materialize the power of a brand in metamorphosis.
Faced with the challenge of interpreting Truss's new phase, ARCHITECTS OFFICE unveiled a narrative within the space: one that belongs to a time demanding that technique and art walk hand in hand. The project embodies, through architecture, both human authenticity and the strength of each individual’s expression.
Rooted in attentive listening to Truss’s moment of transformation, Truss Academy materializes the inquiry into how architecture, education, and brand can coexist within a single narrative space. The challenge was to interpret the new phase of Truss – recently acquired by Grupo Boticário – and to translate, through design, the potential of a brand seeking to push boundaries and spark a revolution in the professional beauty industry.
Art and Technique
From the first presentation in the closed competition, AO’s proposal stirred and engaged, combining visual storytelling, architectural rigor, and conceptual provocation. The concept of the “Truss Revolution” guided the entire creative process: to design a space that revealed the power of being, transformation as language, and beauty as an expression of authenticity. In this context, the architecture was conceived to accommodate multiple flows, intertwine art and technique, and deliver an experience that belonged both to the brand and its future talents.
Inspired by the diversity of hair textures – straight, curly, wavy, coily – the project unveils curved and organic forms that flow throughout the space. A large white, continuous, and undulating volume embodies the central gesture: it envelops technical areas and the main auditorium, fostering the coexistence of education, events, and immersive experiences. The materiality – marked by undulating panels – reinforces fluidity and dynamism, aligning the brand’s discourse with the architectural environment.
A Journey That Intertwines Functions
Responding to Truss’s desire for a discreet yet iconic urban presence, AO designed the mezzanine as a narrative extension: housing corporate areas and a photography studio, it also projects outward into the city through a translucent polycarbonate front panel, subtly displaying the brand’s logo in a contemporary manner. The spatial journey weaves together functions, connecting students, backstage areas, and experiences in an integrated way.
Stimulating new possibilities for brand activation, ARCHITECTS OFFICE proposed – not originally part of the brief – the creation of the Truss Gallery: a permanent showroom offering a sophisticated interpretation of the beauty universe. Stainless steel furniture, illuminated mirrors, and demonstration zones host masterclasses and product exhibitions, fostering encounters between technique, art, and transformation.
In this project, every space is designed to evoke experience and embrace the many dimensions of academic inhabitation: from the multifunctional entry lobby to the coffee break counter, and the corridor leading to the restrooms – reimagined as an immersive installation of faceted mirrors and light, enveloping visitors in an atmosphere of preciousness and discovery.
Finally, the external courtyard, integrated with landscaping, proposes a pause: a place for relaxation, interaction, and contemplation, where architecture and nature intertwine organically. More than an educational center, the project establishes itself as architecture-as-experience, capable of communicating brand values, forging emotional connections with its audience, and expressing-in every curve, material, and light – the power of a new Truss.
Faced with the challenge of interpreting Truss's new phase, ARCHITECTS OFFICE unveiled a narrative within the space: one that belongs to a time demanding that technique and art walk hand in hand. The project embodies, through architecture, both human authenticity and the strength of each individual’s expression.
Rooted in attentive listening to Truss’s moment of transformation, Truss Academy materializes the inquiry into how architecture, education, and brand can coexist within a single narrative space. The challenge was to interpret the new phase of Truss – recently acquired by Grupo Boticário – and to translate, through design, the potential of a brand seeking to push boundaries and spark a revolution in the professional beauty industry.
Art and Technique
From the first presentation in the closed competition, AO’s proposal stirred and engaged, combining visual storytelling, architectural rigor, and conceptual provocation. The concept of the “Truss Revolution” guided the entire creative process: to design a space that revealed the power of being, transformation as language, and beauty as an expression of authenticity. In this context, the architecture was conceived to accommodate multiple flows, intertwine art and technique, and deliver an experience that belonged both to the brand and its future talents.
Inspired by the diversity of hair textures – straight, curly, wavy, coily – the project unveils curved and organic forms that flow throughout the space. A large white, continuous, and undulating volume embodies the central gesture: it envelops technical areas and the main auditorium, fostering the coexistence of education, events, and immersive experiences. The materiality – marked by undulating panels – reinforces fluidity and dynamism, aligning the brand’s discourse with the architectural environment.
A Journey That Intertwines Functions
Responding to Truss’s desire for a discreet yet iconic urban presence, AO designed the mezzanine as a narrative extension: housing corporate areas and a photography studio, it also projects outward into the city through a translucent polycarbonate front panel, subtly displaying the brand’s logo in a contemporary manner. The spatial journey weaves together functions, connecting students, backstage areas, and experiences in an integrated way.
Stimulating new possibilities for brand activation, ARCHITECTS OFFICE proposed – not originally part of the brief – the creation of the Truss Gallery: a permanent showroom offering a sophisticated interpretation of the beauty universe. Stainless steel furniture, illuminated mirrors, and demonstration zones host masterclasses and product exhibitions, fostering encounters between technique, art, and transformation.
In this project, every space is designed to evoke experience and embrace the many dimensions of academic inhabitation: from the multifunctional entry lobby to the coffee break counter, and the corridor leading to the restrooms – reimagined as an immersive installation of faceted mirrors and light, enveloping visitors in an atmosphere of preciousness and discovery.
Finally, the external courtyard, integrated with landscaping, proposes a pause: a place for relaxation, interaction, and contemplation, where architecture and nature intertwine organically. More than an educational center, the project establishes itself as architecture-as-experience, capable of communicating brand values, forging emotional connections with its audience, and expressing-in every curve, material, and light – the power of a new Truss.
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