Register: JAN/28/2018, Submit: JAN/31/2018, Eligibility: Students, graduated, freelance architects, designers, artists; individually, teams (any number of members, at least one member between 18 and 35 years old, members can to be from different countries and universities), Fee: 75 EUR (OCT/23 – NOV/26/2017), 100 EUR (NOV/27 – DEC/21/2017), 150 EUR (DEC/22/2017 – JAN/28/2018); +22% VAT, Awards: 1st Prize 10,000 EUR, 2nd Prize 4,000 EUR, 3rd Prize 2,000 EUR, 4 Gold Mentions 1,000 EUR each, 10 Honorable Mentions, 30 Finalists
Fashion is increasingly becoming a global phenomenon. Alongside the historic brands that have created the made in Italy legend, other giants have emerged. Such new companies have managed to meet the urgent need to create excellent products at an affordable price. They are the fast fashion companies, giants and artisans, which have endorsed the features of speed and dynamism that are part of the contemporary society. The future of fashion is in speed. If fast fashion has its own capital in Europe, such place is without any doubt Centergross.
Centergross is located on international transportation roads. It comprises a one million square meters of office space, showrooms and warehouses. Centergross is one of the most important groups of fashion companies at global level. It is a titan with staggering figures: 6.000 workers, 700 companies and 10.000 daily visits. It is a fashion citadel with stylists, models, buyers and businessmen. Every day this army designs, purchases and provides the market with collections and accessories generating a 5 billion euros turnover.
The original project is still highly functional. On the contrary, the importance and centrality as fashion citadel acquired by Centergross are no longer consistent with a facility starting to bear the marks of the ravages of time. For these reasons, 40 years after its Foundation, Centergross decided to let designers redesign its most representative building: the service area. It is a 1 km area with restaurants, wellness centers, offices and hundreds of shops. As if they were a huge lymphatic system, they supply the whole fashion district with services. Which identity to offer through architecture to the biggest fashion citadel of the international scenario? How to make the most of such large intervention scale to create a monument to Italian fashion? These are the questions of Italian Fashion Hub, the competition by YAC and Centergross aiming to give the capital of the European Fast Fashion a new look.
Oma and Prada, Chipperfield and Valentino, Ito and Tod’s: the bond between fashion and architecture is strong. Today, this connection is renewed thanks to Italian Fashion Hub. Through this competition, designers will have the opportunity to work with an unprecedented intervention scale. As the most important design brands, they will have the chance to leave a mark in the history of contemporary architecture offering their creativity to one of the most demanding and refined pillars of the global economy: fashion.
Aimed at renovating Centergross service area, Italian Fashion Hub will be a pivotal project in the contemporary architectural scenario. In fact, the sizes of the complex provide the perfect space for an intervention aiming at irreversibly connoting the area. Such intervention will create a facility destined both for humans and landscape. It will be visible from the earth and from the sky. Landing in Bologna, buyers, stylists and businessmen will have to notice the presence of Centergross. It will have to stand for the European capital of the ready to wear fashion and trade. It will have to be an icon of prestige and refinement. The new service area will have to become a real landmark. It will have to be a representative facility, born to amaze the 3 million visitors who visit Centergross every year. It will also have to attract new companies by conveying values of excellence, style and elegance, those values, which the guest brands intend to identify with. The buildings that Fashion Hub aims to build will have to make visitors realize that they are in a highly innovative place. The project will have to combine aesthetical needs with the full functionality of the facility. Designers will have to achieve this aim by creating a refined connection between public and private spaces, indoor and outdoor spaces. The new area will have to be consistent with a relentless commercial activity but it will also have to include rest and rela areas where to allow oneself a relaxing moment from the work frenzy of one of the largest fashion districts in the world. Lastly, the competition will be part of the architecture for fashion field. The pair architecture fashion has generated highly fascinating and refined interventions. In Centergross it will be renewed in order to create a collective identity, which is not linked to one brand only but to a group of companies.
Such companies, through architecture, aim at conquering a space in the international fashion elite. Hereby follows a list of different functional possibilities. It is important to underline that the composition, integration and reshuffling of these scenarios shall be under total discretion of designers.
Entrance building; this area will have to include:
- 3000 m2 office space;
- A conference hall with 300 seats;
- 1000 m2 polyvalent space (fashion shows, exhibitions etc.);
- 1000 m2 fashion design school;
- 750 m2 SPA;
- 120 parking spaces;
- 1000 m2 coffea bar area/food court
Service area; consistently with the extension admitted for this area, it will have to include:
- Restroom areas;
- 2/3 of the built total surface will have to be offices;
- 1/3 of the built total surface will have to be destined to commercial use;
- Green areas; it will be crucial to green Centergross. In this sense, one of the possible solutions to redevelop such space will be to make a roof garden on the roof where to rest and play sport.
- Garbage areas; these installations will collect waste. They will have to be adequately integrated and camouflaged;
Company building; it will have to include:
- Suitable lighting systems;
- Car parks (including cycle lanes and cycle racks);
- Suitable street furniture systems (waste collection, decoration elements, seats and shadowing systems);
- Adequate vehicle accessible and cycle/pedestrian routes.
All the interventions in all the areas of the competition will have to fully optimize:
- The economic/financial sustainability of the intervention;
- The environmental sustainability (energy conservation systems/energy micro production, reutilization of rainwaters etc.);
- The social sustainability (maximum accessibility to the architectural space, removal of architectural barriers and full visitability);
44° 35’ 11’’ N, 11° 23’ 15’’ E