{"id":12788,"date":"2014-09-29T20:45:57","date_gmt":"2014-09-29T18:45:57","guid":{"rendered":"http:\/\/www.area-arch.it\/benetton-facade-in-rue-neuve-2\/"},"modified":"2015-07-22T17:50:56","modified_gmt":"2015-07-22T15:50:56","slug":"benetton-facade-in-rue-neuve","status":"publish","type":"post","link":"https:\/\/www.area-arch.it\/en\/benetton-facade-in-rue-neuve\/","title":{"rendered":"Benetton fa\u00e7ade in rue Neuve"},"content":{"rendered":"

The design for the facade in Rue Neuve, is the combination of two different interpretations. The first regards its physical location, its concrete surroundings; the second comes from a more general perception of the image of\u00a0the company in different countries. In Rue Neuve, the two uninterrupted rows of buildings create the effect of\u00a0a compressed space, where our distant foreshortened perception gradually becomes a closer experience, tied to the visitors body size, the light, the materials. The building new skin features a series of hollow uprights, which, instead of jutting out from the facade, create a V-shaped groove. Strips in different heights create horizontal bands with staggered vertical joints. Each new horizontal strip protrudes slightly from the last, so that in section we see a complex profile, a kind of imperceptible lacework structures with a corrugated cardboard motif that throws shifting shadows onto the underlying fa\u00e7ade by day and lights it up with a radiant glow by night.<\/p>\n