For the prestigious Bentley Radical Renewal program, we envisioned “The Hourglass”, a radical transformation of São Paulo's iconic Edifício da FIESP into a dynamic mixed-use cultural destination. Our approach centered on transparency as transformation—both literal and symbolic—wrapping the historic 1979 Brutalist landmark in an advanced glass envelope that serves as energy generator and communication medium through integrated solar and smart glass technologies. The design more than doubles usable space, introducing 40 adaptable loft-style residences with floor-to-ceiling glazing, flexible creative workspaces for fashion houses and hybrid practices, and a rooftop terrace featuring native Brazilian gardens, wading and lap pools, and communal amenities supporting biodynamic food production. At street level, the intervention establishes a public forum for retail, gallery programming, and cultural expression—including multipurpose spaces configured as fashion runways and experiential showrooms—creating a live/work ecosystem where creative response and public engagement inform innovation. Through net-zero strategies, adaptive infrastructure, and layered programming, The Hourglass reimagines Rino Levi's architectural monument as a content engine for culture and community, transforming a symbol of São Paulo's industrial heritage into a platform for the city's creative future.

Design Concept, Placemaking, Brand Experience