The project seeks to provide the Benetton Group with a site specific building prototype able to give material consistence to such a renewed model. It is designed by ecoLogicStudio, a firm mostly oriented towards combining new computational technologies with natural principles and ecosystem processes. The initial idea for the project was found in the “recycling” of past Iranian architectural models and prototypes that are still deeply rooted into the culture of the place and are, at the same time, providing solutions that perfectly fit local microclimatic conditions. However the contemporary business models demand an architectural and material reinvention of those traditional models to accommodate the new spatial and per-formative requirements as well as communication/ branding potentials.
The main local models recycled in the project are: the geometric Islamic patterns and ornaments, employed as organizational principles for the plan, facade and structural systems; passive cooling techniques, turned into an innovative system of solar control and screening as well as passive ventilationand ground cooling; thermoregulatory systems using the thermal mass of the building envelope and the ground, reinvented in a new “deep facade” system using water as thermal storage and heat regulator. Read the rest of this entry »

























