AquiliAlberg’s design proposal for the new Benetton Group Headquarters in Tehran, Iran is rooted in its tradition, repeating a process already seen and tested in the historical monuments of the city, where a two-dimensional symbol evolves into a three-dimensional volume. The main idea of the project is the integration and transformation of three identical volumes that rotate and scale to create a single entity. This dynamic pattern creates a morphological evolution in time with and upward momentum that reveals its rotation as a design consequence of interacting with the urban fabric, spatial experience, and program. The project is a mixed-use development with residential apartments located on the higher levels, offices in the middle, and commercial areas at ground level.
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