The international competition ‘Designing in Teheran‘ seeks to modernize the Iranian city by fusing the existing cultural area with a more contemporary environment. Such an environment will include influence from the fashion world through the introduction of new retail areas.

This competition is comprised of the design for two towers, Tower A and Tower B, which will provide retail space for the popular clothing store the United Colors of Benetton. The jury has selected three winners for each tower, and soon will narrow the selection to one winner per tower. The proposal by the team formed by Grzegorz Witold Woronowicz was selected as a winner for Tower A, attempting to create a new kind of shopping experience for users within the complex.

Located on the corner of Salmak Street and Vali Asr Avenue in Tajrish Square, the 1500 m² lot will feature the 12 level structure (including four below ground levels). The competition outlines the specific programming for each floor such that the underground levels must provide parking and storage space; the ground and first floor (1200 m² each) must be subdivided into 3 commercial units, the second to fourth floor (900 m² each) are designate for office space; the fifth and sixth floors (675 m² each) are for office facilities; and the seventh floor (675 m²) will be apartments.

The designers’ approached the project as a way to create not just a dynamic modern retail area, but as the opportunity to  address the shopping behavior of modern users. The designers address the social change of how modern retail spaces lack the dynamic atmosphere the old markets had with their lively chatter and friendly atmosphere. In an effort to inspire that same kind of shopping space, a passageway that functions as an ‘inner street’ runs through the building. The two green areas that boarder the passageway give more of a private feel to the space and also create a lush environment for the shoppers. ‘The passage idea…is nothing new. But the way of shopping is. It forces customers to think about other people in the shop,’ explained the architects. ‘A big slide fixed to the ceiling. Clothes are hanging on it. If you want to see some item you have to move also some other clothes to get yours. This could cause inconvenience to the others. If you want to avoid it, you have to negotiate with other customers interested in this group of items how you can move all the clothes not to disturb them,’ he added.

The building’s form is a modern-take on the ziggurat, a historic icon for the region. Clad in engraved aluminum panels inspired by traditional Persia decorum, the façade protects the interior from over-heating and creates a decorative, complex shade for the interior.  On the upper levels, which include offices and residence areas, the window shutters are also made of these panels so the façade stays continuous in its design.

Project description:

1. Retail vs. public spaces. Urban /social influence of the design. The main goal during the design process of this building was to create public space using innovative way of creating retail areas. Passage on the ground floor is always open and can act like a small ‘inner’ street. There are two green areas closing it from both sides creating a kind of oasis next to noisy Vali Asr Street. The social problem of modern retail spaces is that customers are just anonymous strangers who never talk to each other. How noisy and full of life the old markets were and how silent and dull modern shops often are? This project has an ambition to change it. The passage idea, already mentioned is nothing new. But the way of shopping is. It forces customers to think about other people in the shop. There is a big slide fixed to the ceiling. Clothes are hanging on it. If you want to see some item you have to move also some other clothes to get yours. This could cause inconvenience to the others. If you want to avoid it, you have to negotiate with other customers interested in this group of items how you can move all the clothes not to disturb them.

2. Architecture /form. Form of the building follows two factors: a) reminiscence of ziggurat, which was one of the earliest forms on this land. b) functional requirements of the program Factor a), like the social goal of retail area, is corresponding with the historic context of this place.

3. Architecture /detail. Façade is covered with engraved aluminum panels. It protects the interior from overheating and creates a decorative, complex shade inside the building. Pattern on the elevation corresponds with Persian decoration. On office and apartment floors window shutters are also made of these panels so the façade stays homogeneous in its design.

4. Circulation for different functions within the building. Core in the middle of the building is responsible for vertical routing. There are 4 groups of elevators covering the needs of different users and one common fire evacuation staircase.
Elevator 1 – public use. It is placed between hall on the ground floor and level1.
Elevator 2 – technical lift between storage rooms.
Elevator 3 – apartment use.
Elevator 4 – office use. There are two elevators to cover 5 office floors.