Rochaverá Activation and Occupation Plan
When corporate space meets the city
Inaugurated in 2008, the Rochaverá Corporate Towers complex was the first icon of the commercial section of the region in which it operates. The project stands out as a pioneer in presenting solutions in the real estate market, such as the proposal of total integration with the surroundings and the high standard in terms of technology and sustainability – standing out as a reference in the sector.
With the development of the São Paulo Master Plan and the appreciation of the concept of active facades and the use of the ground floor of the buildings, as well as a growing change in the behavior of users in relation to their work environment, the need for a greater updating and adapting the existing structures to the new demands.
The project appears as a response to the new dynamics of the use of public space, bringing innovative solutions to the common areas of the complex that improve the user experience, keeping Rochaverá always ahead of the market.
Located in one of the largest concentration axes of the corporate real estate market in the city of São Paulo, in the south zone, the project adds up to 10,000m2 of green area with species from the Atlantic Forest, occupying 40% of the total area of the complex. In addition, 17,000m2 (of the 37,000m2 of land) are open to the public.
The project consists of three main phases – Diagnosis; Concept and Vision of the Future; and Consolidation of the Plan. Adopting techniques and tools of “Placemaking”, an extensive diagnosis of the place was carried out, with analysis of the flows, uses and occupation of the space, conversations and interviews with users and representatives of the companies, which allowed the understanding of the history of the place, of the relationships that happen there, the needs of the different user profiles, among other aspects.
The identification of the main challenges, demands, aspirations and opportunities have evolved to build the vision for the place and guide the implementation strategies.
Six intervention areas were defined, based on the configuration of the existing spaces. The activation of the uses was proposed in accordance with the characteristics that value the main vocation of each space.
A new layer is proposed that works to enhance the existing territory and that forms a network of elements, which structures the new activation layer. With the implementation of anchor elements in each space, we propose a new identity for the free areas of Rochaverá.
The intervention is composed of a family of objects that share a common aesthetic language of new and striking elements, making the intervention recognizable in a network connected throughout the territory.
The formal concept of the objects takes inspiration from the complex’s own buildings, through the reading of the stoning of its volume. The materiality of the new elements seeks reflective surfaces, valuing the existing and creating playful and artistic interactions.
Modularity and flexibility are also key issues for the concept, allowing for a variety of use and function, ordering and activating spaces according to different needs.
Thus, for each of the six spaces, a different form of activation was proposed, incorporating several elements of the family of objects.
The Forest, a business card, activates the complex’s exterior image and proposes supportive uses for those who frequent the space; Jardim das Artes (Art Garden) is the main place for exhibitions and artistic events, as well as various decompression activities; the Central Square features a space of convergence of flows with potential for small events, commerce and lounge; the Praça da Estação (Station Square) and Deck Parking, with high flow, has the potential for fast commerce and information – uses of temporary leisure or large events can occur inside the Deck Parking; the Rooftop, with a panoramic view, can host happy hour, workshops and other events; finally, Pracinha, connected with the commercial uses of one of the building´s ground floor, can house informal meetings, an external table area and a living space.