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Benetton Flagship Store, Teheran, Iran
Year: 2009, Competition
Main Use: Retail, Office, Residential
Site Area: 2,200 sqm
Bldg. Area: 2,000 sqm
Gross Floor Area: 18,000 sqm
Storeys: 8 above ground, 4 below ground

 

Cheungvogl Architects Hong Kong Benetton Flagship Store Teheran Iran

 

Vali Asr Street is a 12 mile long thoroughfares and commercial hub in the city of Teheran. The tree-lined street clearly divides the metropolis into eastern and western parts. The new building is boldly situated amongst the existing structure in the local urban environment on a corner site along Vali Asr Street. The design integrates the history and values of the luxury lifestyle Italian brand with a contemporary and sensitive architectural statement. The Benetton design is wrapped in the veil of sleek vertical lines. The skin of the building is layered with translucent sun shading fabric combined with panels of monolithic metal rods on the outside. Creating a calm and yet mysterious facade. The eight-storey building is configured to minimize solar impact and maximize natural ventilation. Daylight is filtered and distributes through various translucent materials to the interior spaces. The cladding system shades the sun and harness natural light, optimizing the interior and exterior environment and yet allowing maximum city views.

 

 

 

 

 

Cheungvogl Architects Hong Kong Benetton Flagship Store Teheran Iran

 

Juxtaposition between the different functions are designed to create an ease of vertical and horizontal circulation. Ground and first level retail spaces are approached from the main facade along Vali Asr Street. Entrance to the private office and residential is approached from the south along the quiet side street. Vehicular entrance is towards the back of the building which clearly separates pedestrian and vehicular access.

 

 

 

 

 

Cheungvogl Architects Hong Kong Benetton Flagship Store Teheran Iran

 

"Stay far away - so close" - The fear of the unknown / Expression through fashion:

The first recorded instance of veiling for women is recorded in an Assyrian legal text from the 13th century BC, which restricted its use to noble women and forbade prostitutes and common women from adopting it. Ancient Greek texts have also spoken of veiling and seclusion of women being practiced among the Persian elite. Statues from Persepolis depict women both veiled and unveiled, and it seems to be regarded as an attribute of higher status. Classical Greek and Hellenistic statues sometimes depict Greek women with both their head and face covered by a veil. Caroline Galt and Lloyd Llewellyn-Jones have both argued from such representations and literary references that it was commonplace for women (at least those of higher status) in ancient Greece to cover their hair and face in public.

 

 

 

 

 

Cheungvogl Architects Hong Kong Benetton Flagship Store Teheran Iran

 

For many centuries, until around 1175, Anglo-Saxon and then Anglo-Norman women, with the exception of young unmarried girls, wore veils that entirely covered their hair, and often their necks up to their chins. Only in the Tudor period (1485), when hoods became increasingly popular, did veils of this type become less common. For centuries, women have worn sheer veils, but only under certain circumstances. Sometimes a veil of this type was draped over and pinned to the bonnet or hat of a woman in mourning, especially at the funeral and during the subsequent period of "high mourning". They would also have been used, as an alternative to a mask, as a simple method of hiding the identity of a woman who was traveling to meet a lover, or doing anything she didn't want other people to find out about. More pragmatically, veils were also sometimes worn to protect the complexion from sun and wind damage (when un-tanned skin was fashionable), or to keep dust out of a woman's face, much as the keffiyeh is used today.

 

 

 

 

 

 

 

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