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Rose Building


São Paulo, Brazil

March 2020


Marina Acayaba


Andrea Helou, Adelmo Junior, Helena Pessine, Julia Galves, Luciana Ligeiro


Milan Empreendimentos


Federico Cairoli


The project takes the opportunity to qualify the corner both in terms, at the pedestrian level in the street, and as an urban landmark, at the very end of the perspective of Avenida Paulista.
The use of light materials with an ethereal aspect, which unveil the original concrete structure, assures a contemporary lightness and great permeability to the corner plot, located in front of a square, that, after the building completion, is now in also facing a qualification process.
At the ground level, the removal of all masonry - replaced by clear glass panels -, besides the enlargement of the sidewalk due to the new proposed stores alignment setback, were the intervention guidelines. The side towards Angélica Avenue, previously occupied, was freed and turned into a public space to access to stores on the plot. The entrance to the commercial tower was kept on Av. Paulista, through a new minimalist hall.
The building old façades were replaced by a mixed system that intercalates large-format clear glass frames with C-glass self-supporting panels, which creates a unique visual rhythm with blurred effect from both inside and outside the building. The system, developed and tested specifically for this work, in addition to giving a contemporary light dynamism to the new façade of the building, significantly increased the thermal and acoustic efficiency of the casing. Associated with the new VRF-type central air conditioning system, it generated a 60% reduction in the building's energy consumption.


The Rose building is located at the very end of the emblematic Av. Paulista, at the highest point of the city of São Paulo, where it overlooks the Pacaembu valley.
The once imposing modern commercial building from the 1970s, situated in the last corner of the avenue, had been ruined along the years by successive uncoordinated interventions.
Its walled ground floor constituted a critical physical and visual obstacle that neglected the street and directly contributed to the urban degradation of the surroundings. At the same time, the building’s former aluminum and glass façade, randomly impregnated over the years by air condensers that dripped on passers-by, had given the building a decadent look.
In this context, for the renovation project, a new generic reflective glass skin wouldn’t be enough, but a full architectural qualification was needed to return urbanity to last block of the most symbolic avenue in the city.
Even consisting a private commission, the impetus of the project was to operate a significant architectural upgrade that would extrapolate the plot limits, spreading the benefits to the public space and the city.
As the building wouldn’t be emptied during the works, it required an intervention strategy that should be operated with the offices in use.


The Rose Building renovation definitely changed the corner life.
At the street level, the rearrangement of the ground floor brought urban life back to the longtime neglected corner. The previous hostile gable in the alignment of the avenues gave way to visual permeability through the recessed, glazed stores, accessed by a combination of stair-bench with green cases. This new element widens the sidewalk and resolves the entrance levels with great urban kindness, serving as a public area for sitting and rest. Naturally the corner became more active, inviting and safe.
The carried out renovation, restores quality to both the private property and the city, in the important urban context in which it is inserted. The building occupation was increased from 30% to 100%, mostly by creative related firms, bringing back a lively routine to the once dead area. The presence of new art gallery and coffee at the ground level, consolidates and extends the new artsy axis vocation of Paulista Avenue.
The project is part of an initiative by the office to transform the public surrounding area in an urban park.

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