Porcelain Stoneware for Urban Regeneration

By Editorial Staff - 1 September 2025
Marazzi has participated in the project

Once the headquarters of Beiersdorf, today the area around Laxenburger Straße in Vienna is improved by an innovative residential complex designed by u.m.a. Architektur. The project, called Am schönen Platz, is a major urban regeneration initiative developed in collaboration with S+B Gruppe and C&P Immobilien, with Marazzi products used on the exterior façade. Strategically located with excellent connections to the Austrian capital, in a densely populated neighborhood not far from the city center, the complex was designed to add value to the local area, with verdant spaces embracing the complex. For this greenery, marked by gardens and plazas, artist André Heller, one of Austria’s most influential creative minds, was brought on board. Heller is known for his garden artworks, wonder rooms and sculptural installations.

Connecting each residential unit visually to the surrounding nature was an underlying goal of the project, but never to the detriment of living comfort, both indoors and outdoors. In addition to window and door frames with thermal break profiles and insulating glass, Baumit’s thermal insulation system was at the very heart of meeting technical standards and reducing the building’s overall environmental impact.

Courtesy Marazzi

The façade system was clad with Marazzi porcelain stoneware tiles from the Crogiolo Lume collection, in the Green color variant, as the architects sought to add a sensorial and emotionally engaging dimension to the spaces. Like all other shades in the collection, Green is characterized by deep color and a glossy, vibrant finish, heightening both visual and tactile perception. The result is an architectural skin that adds warmth, sophistication and a richly-textured look and feel to the spaces, with a contemporary esthetic language combining imperfection and perfection in a renewed balance. Crogiolo Lume is Greenguard-certified for its low emissions of harmful substances and Declare-certified as free from chemicals that are toxic to humans. It also combines frost resistance with high durability against abrasion.

At Am schönen Platz, esthetics, technical performance and sustainability come together in a virtuous model of regenerative architecture in which design, practicality and environmental respect are blended.