The Design Concept: “Identity, modernity and greenability” The overall design of the building, its planning choices and logic were derived from three (3) general leading ideas: Identity, Modernity and Greenability. Identity. Considering the strong cultural identity of the environment set in the Iranian city of Teheran where the project is envisioned to be built, a strong consideration of the local environment was put forward. Maintaining the cultural heritage of the area while injecting modern ideas and sustainable concepts for the future was envisioned a basic but vital inspiration for the planning choices and logic of the whole project. The traditional Islamic architectural icon such as the pointed arch was used in the façade. A series of pointed arched embellished with intricate patterns resounding the Islamic character which act as semi-covered arcaded walkways for the shoppers and pedestrians alike. Also, by incorporating indigenous designs and materials (such as Iranian inspired patterns, colors, construction materials) and combining it with the concept of modernity strengthens the building’s integration with the local urban setting and its connection with other commercial buildings in the area. This strategy was evident and best portrayed on the north and south wall of the building where much visual attention is to be drawn from the users. Modernity. Just as important as promoting cultural identity is also to reflect the time of the building’s existence. A simple and direct segregation of the different but inter-related activities can be seen from the physical design of the façade and the plan. Materials that convey signals of modernity such as glass, steel and concrete were the basic construction materials to be used. Lightness, a character of modernity, can be achieved through the monumental scale of the pointed arches along the arcaded walkway. This gave the user the impression of grandeur and lightness coming from the normal eye level. The design of the central bulk of the building, enveloping the office floors inside a block that seems to ‘float’ that was amplified by using glass material on the commercial floors and the main lobby underneath it. Lightness was also projected by the thin diagonal structural supports carrying the cantilevered apartment units on the top-most floor of the building. Greenability. A strong asset of the proposed design is its respect to the building’s orientation and the ‘green’ concepts that were injected in its design and planning. Providing sun-shading elements to ward-off direct heat absorption but transmit light into the building (while allowing air circulation, and preferred views of the outside) were placed on the east side and especially on the west side of the building which is the main façade. Green innovative systems were utilized and incorporated in the design to capture renewable resources such as wind, rain water and solar energy and convert them to re-usable resources to enhance the building’s self-sustaining capability. A sense of openness was considered in the design of the major areas (commercial spaces, main lobby, office spaces and apartment spaces) by providing abundant natural indirect lighting and views of the outside thus lessening its dependence on artificial lighting and consumable energy. If a building is built without identity, it’s like a body born without soul. If it can’t reflect its time, it has no character of its own. If it wasn’t designed with the capacity to sustain itself, it can not withstand the environment. If a building wants ‘permanence’, it must always consult with place, time and nature.