Designing in Teheran Competition Shortlists Six Projects

In December 2008, Italian fashion brand United Colors of Benetton launched the international competition Designing in Teheranto develop a design for two multistory buildings in Iran’s capital city
of Teheran.

Designers were called to integrate the new structures in
the local urban and commercial setting while taking in account cultural
and technical aspects. The two new towers will house Benetton offices,
as well as retail space.

From the competition brief: “Teheran in Persian means “going
downwards”. Indeed, the ancient city was first established on an upland
plateau before gradually developing downhill in subsequent years to
become the metropolis it is today. Expansion of the city was rapid and
uncontrolled, but unlike in other cases of massive development, the
wealthy population moved out of the old town, whilst the poorer classes
remained there. The city now has over 11 million inhabitants and is the
country’s main industrial, political and socio-cultural centre. [...]
The Designing in Teheran contest seeks to stimulate innovative ideas
that will convey these messages of modernity and attention to the
architectural and environmental quality of the retail spaces in a
constantly evolving metropolis.”

The jury, comprised of Odile Decq, Cino Zucchi, Makio Hasuike, Tobia Scarpa, Luis Pereira Miguel, Tatiana Sambo, and Michele Zanella, now selected three designs for tower A and B, before going on to proclaim one winner for A and one for B.

These are the three selected winners for Project A: