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In the renovation project for GREEN PLANT’s headquarters, the client requested a building that was iconic, easily recognizable, and representative of the company—characteristics typically found in a logo. This very concept inspired the design approach.
The company’s image was translated into an architectural form by extruding the profile of its logo (two intersecting stylized leaves). The result is a well-defined, simple envelope that embodies the identity and function of the commissioning company.
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The project is located in the entrance area of a greenhouse complex. This triangular space is bordered on two sides by trees and ornamental vegetation, while the third side consists of the façade of a series of greenhouses.
Within this context, the new headquarters stands out distinctly. Its shape, dictated by the logo, contrasts with the rural architecture and the technical structures of the greenhouses and warehouses. However, this deliberate formal contrast does not clash with its surroundings; rather, it draws attention to the project, clearly expressing its managerial function.
The new GREEN PLANT headquarters is the result of extruding two squares with rounded edges.
The building consists of two staggered volumes of different heights that intersect and slightly elevate from the ground. This shape was achieved using steel-shaped mullions and transoms, welded and anchored to concrete slab structures.
The main façade is defined by the shift between the two volumes, highlighted by perimeter beams, a continuous glass wall revealing the two-story layout, and a fixed sunshade protecting the lower volume.
Inside, the layout is designed to integrate office activities with the nursery’s production cycle. All spaces are directly connected to the double-height entrance hall, ensuring clear identification of different offices, facilitating communication, and optimizing workflow.
The large continuous glass façade allows constant illumination of the entrance area, bringing light to the more secluded offices while maintaining a seamless visual connection with the exterior. A retractable system of motorized shading devices is integrated to regulate sunlight exposure.
The renovation of GREEN PLANT’s headquarters was a design challenge, as the client requested a non-conventional yet iconic building closely tied to the company’s identity. The research leading to the architectural form found its starting point in the logo itself, reversing the typical design process and shifting the focus to proportion and adaptability within a predetermined shape.
Gabriele La Rosa, born in Vittoria in 1980, graduated in Architecture in 2007 from the University of Florence. He began his career as a freelance professional collaborating with architecture firms in the province. In 2009, he won the first prize in a competition held for the 4th centenary of the birth of Vittoria, awarded for the best thesis on the territory. In the following years, he participated in several competitions, including one for the city of Fontenuova, with the project "Designing the new Agora of the city. Towards a new identity and urban centrality," where he ranked 6th. In 2013, he founded AinP Studio Architecture and Design, a studio that combines creativity and functionality. Based in Vittoria, the experienced team consists of Eng. Federica Galfano, Arch. Carmelo Raniolo, Eng. Giuseppe Macauda, and Arch. Damiano Orazio Spina. The studio's work has been recognized and published in industry magazines, confirming the high quality and innovation of its creations.
