Benetton Competition

Design Date: Winter 2009
Benetton Competition
Design: Sina Mostafavi, Farshid Mirhosseini

Design aims and considerations with regard to the design task defined in the contest of the project, conveying new messages of fashion world into an enormously evolving metropolis beside internal performance of retail spaces, there was an iterative process on the content of such messages and the performance of the building within its context. These aspects of the design task were taken into consideration as generators of design ideas. Thus, an emphasis has been put on the content of the phrase “United colors of Beneton” in the building envelope. Besides, an idea of contextual performance has been derived from the environmental fabric of Vali-Asr Street, its green path. In other words, the main project has been interpreted as ‘developing a building for embodiment of interactions between the content of fashion and the context of design’. Consequently, series of interpretations and an iterative process led to these results in the final documentation as responses to both design task and our own considerations: The shape of the main entrance seeks to connect the internal movement of the interior spaces with the bustling life and energy of the busy street outside. The arch over the entrance that reaches from the first to the third floor is an element that relates to the arch formed by the trees lining the street outside. It is made for continuity of vision from the perspective made up of trees through the interior space of the building presenting a ‘fashion garden’ via the street garden. The surface of the façade which is visible from the main street roughly consists of two different elements: the vast, calm surface directly facing the busy street and a set of more dynamic walls facing the inner courtyard. This composition aims to communicate two complementing aspects of the Benetton brand: On the one hand, the southern wall reflects the minimal and simple style of Benetton clothes; On the other hand, the courtyard walls serve as a space of vibrant visual expression representing the image of Benetton as an exponent of human diversity and multiculturalism. Three virtual voids have been placed in the depth of the building to connect official and commercial spaces and a particular one beyond the façade is to be a neutral embracing context for the trees of Vali-Asr Street. There is an open angle that allows people from the street to catch a glimpse of the elaborated interior and thus get interested to explore the building shops. Such a view allows the viewer to ‘slide’ into the building when approaching it from the busy square of Tajrish.