Industrial Legacy, Modern Workspace

Following a design competition by invitation held by Generali Group, which drew submissions from several of Italy’s leading architectural firms, Vittorio Grassi Architects was selected to redevelop the Genertel insurance headquarters in Trieste. The project successfully bridges historical legacy, innovation, and environmental sustainability, returning a revitalized landmark to its central place within the city’s urban fabric. The winning proposal stood out for its holistic reinterpretation of the building, honoring its original identity while enhancing its defining features. Pursued with both technical rigor and design sensitivity, the project transformed the historic property into a fully renovated, functional, and sustainable facility aligned with state-of-the-art workplace models. This Trieste project serves as a telling synthesis of the firm’s extensive experience.

Dating to 1929, the building is part of the historic Stock distilleries industrial complex. It stands as a significant example of early 20^th-century industrial architecture, defined by its exposed brick façades, rusticated stone base, and expansive steel-framed windows. With the building protected under a local landscape and heritage decree, the renovation prioritized historic and architectural preservation to maintain its original image and urban character. While the original façades were preserved, the windows were replaced with new slim-profile fixtures that mirror the materials and proportions of the historic glazing.

Inside, exposed load-bearing masonry and industrial-inspired finishes lend the spaces a bold, recognizable identity. This is balanced by high standards of comfort, safety, and technical performance to meet modern workplace requirements. Organized according to an integrated work model, the interior layout combines flexible, shared, and multifunctional zones with single and dual workstations tailored to changing needs. A coordinated interior design and branding strategy further strengthens the identity of the workplace, highlighting the building’s industrial heritage and the group’s corporate image. Against this backdrop, Laura Fontanot designed the signage – a key element in establishing a cohesive and intuitive wayfinding system.

The project also expanded the building’s usable floor area by enclosing an internal courtyard in a discreet, seamlessly integrated glass structure, transforming it into a new reception space. Nearby, the main entrance was relocated to the interior garden side, anchored by a dramatic double-height foyer and new elevator cores. Further improvements included a comprehensive renovation of the fourth floor, which now features expansive glazing and horizontal skylights. Once cleared of its later accretions, the roof was converted into a panoramic terrace for corporate events and informal gatherings, significantly expanding the building’s functional potential.

Particular attention was paid to environmental sustainability throughout the project. Through the integration of passive
energy-efficiency strategies and new low-impact systems, the building achieved LEED Gold certification, in line with Generali Group’s ESG policies and carbon-free targets.

Finally, the building’s common areas were completely reimagined. New permeable paving and the planting of deciduous trees have transformed the site into a community-oriented space – a natural extension of the building that fosters a renewed urban dialogue. By establishing a new social identity for the building, the project is an asset not only to Genertel but the entire neighborhood, strengthening the symbiotic relationship between corporate architecture and the public realm.

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Genertel Headquarters

The building’s original structure was restored and enhanced within the common areas, grounding the new offices in the site’s authentic character. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

The breakout area offers a reprieve from the daily work routine, providing a setting for informal collaboration and social interaction. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

For the building’s restrooms, Duravit supplied Starck 3 series fixtures and the Vital Med washbasin from the Architec collection. Designed by Philippe Starck, the Starck 3 series wall-hung Rimless and Vital toilets feature a minimalist esthetic and contemporary lines. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

© Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

© Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

© Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

Echoing the architectural language found throughout the building, the second-floor foyer features exposed brick walls. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

© Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

Flexible, shared, and multifunctional spaces alternate with single and dual workstations, reflecting an integrated work model. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

Located on the second floor, the “gravity point” serves as a dedicated social hub. Equipped with a foosball table, the space is designed to foster and strengthen a sense of community among colleagues. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

The Estel wall systems selected for the Genertel headquarters are an ideal modular product for office partitioning, combining esthetics, flexibility, and high acoustic performance. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

© Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

Set beneath a striking ceiling enriched by polychrome decoration, a monumental staircase links the building’s various levels. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

Expansive floor-to-ceiling glazing ensures visual continuity throughout the interior, enhancing the sense of space while pairing functionality with contemporary design. © Diego De Pol, courtesy of Vittorio Grassi Architects

Genertel Headquarters

The original load-bearing masonry was left exposed, while the preservation of industrial finishes lends a bold identity to the project while meeting modern standards for workplace comfort and safety. © Diego De Pol, courtesy of Vittorio Grassi Architects

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