tself up like an organic body born in that position but not related to the towers.
It has a different function from the rest of the headquarter and wants to be remembered.
The wonder caused by this project doesn't come from a magnificent grandeur (which is not present), but from the unexpected.
The unexpected in this case is in strong relation with local traditions of this country: the facade has a strong remind to bamboo canes, which the unconscious goes immediately back to, with the straight canes naturally perceived bended an inclined by the flows of the wind and the weight of leaves.
The Modern Avenue building rises from a pivotal plan, in the center of the company already established headquarter and its sloping burnished brass tube facade recalls also the centrifugal force of an object rising among the others and pointing to the sky.
Inside the building the main staircase is not at the center of the floor, but is is a triangular lateral staircase which flows throughout the five floors above ground and characterizes each level.
The first floor layout comes with wavy walls in metal panels, whereas the second floor has spaces divided with burnished brass cones.
A glass elevator runs to the top of the building, where there is a roof terrace with leisure areas which will be enclosed by the the forest of sloping metal tubes defining once more the area of the building and the surroundings.
The exit from lift and staircase to the roof terrace has been designed to be closed during typhoon season.
The result is a light, evanescent building, with an impalpable material character, similar to the consistency of dreams.
ClientModern Avenue Group Co., Ltd, formerly Guanzgzhou Canudilo Fashion&Accessories
Gross Floor Area (mq)2446
ArchitectsDuccio Grassi Architects
Design teamDuccio Grassi, Alessandro Pia, Haiyong Chen
Main ContractorS.FC. Suma Facade Consultants
ConsultantsGuangzhou Design Institute
SuppliersOIC design&concepts, Kone Elevators Co.Ltd
Photo CreditsVirgile Simon Bertrand
Curriculum studio / partecipanteIn the mid-1980s Duccio Grassi began to work with the Max Mara group, contributing to definition and innovation of the field of retail design.
Duccio Grassi developed projects and concept designs for buildings, boutiques and showrooms for Max Mara, Zara and Ray Ban among the other brands, and had a 10 years long partnership
with Canali luxury menswear designing dozen of boutiques and showrooms. Since 2000 he has worked in China for italian brands and since 2006 with chinese fashion brands designing many stores and showrooms.In the Middle East DGA designed beside many stores the extension of the Wafi City Mall in Dubai (8.000m2), the interior of the Al Hamra Luxury Complex (38.000m2) and the Al Yasra Headquarters. In recent years Duccio Grassi Architects has developed several architecture and interior design projects for luxury residential and hospitality. DGA is presently working on luxury residences and commercial spaces in Thailand, China, USA and Russia for leading fashion brands.
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