We are on the elegant Avenida Brasil, one of the busiest streets in São Paulo. It is here that Roca has chosen to put down roots by opening a new Roca Gallery designed by Brazilian architect Fernanda Marques. The decision to establish the seventh Roca Group Gallery in São Paulo was influenced by several factors. In addition to its proximity to the company’s first factory in Jundiaí (within the state of São Paulo), the city held a strategic appeal as an economic and cultural hub, ranking first in both commercial and real estate markets according to a survey conducted last year by Urban Systems.
Conceived a decade ago, the Roca Gallery concept has flourished, establishing its presence in several prominent global cities, including Barcelona and Madrid (Spain), Lisbon (Portugal), London (England), Shanghai and Beijing (China). “By enriching the experience of both professionals and the public, every Roca Gallery embodies a commitment to curating exhibitions, hosting insightful debates and facilitating cultural activities in their city. Beyond being a mere showcase for our products, the Roca Gallery has evolved into a profound channel of communication and place to network,” says Marc Viardot, Global Marketing & Design Director of the Roca Group.
The expansive 1,300 m² structure compris-es three distinct blocks. Each block is meticulously crafted to embody the essence of Roca Group‘s re-nowned brands in Brazil: Roca, Celite, and Incepa. Reflecting the international concept of a versatile space, the layout seamlessly blurs the lines between interior and exterior, a hallmark of Roca Group’s global Galleries.
Designer Fernanda Marques brings her signature touch of elegance and contemporaneity to this project. Drawing inspiration from the natural world, Fernanda infuses the space with the exuberance of nature cultivating an atmosphere of well-being and connection. Conceived as a tribute to the Atlantic Forest, the glass structure merges modern aesthetics with a deep connection to nature, promising an immersive experience for visitors.
Beyond its captivating architectural and design prowess, the project distinguishes itself through its profound connection with nature and the surrounding urban landscape. The generous presence of wood and verdant foliage infuses the space with a timeless serenity, forging a harmonious bond with nature. Meanwhile, the transparent expanses of glass offer visitors panoramic views of the building’s surroundings, fostering a dynamic visual interplay between the interior and exterior. This visionary design comes to life through the expertise of landscape designer Alex Hanazaki, who artfully captures the vibrant and diverse spirit of Brazilian nature.
Alex Hanazaki’s landscaping project seamlessly blends with both the physical space – extending the Burle Marx Square – and the building’s architecture. The concept involved incorporating diverse textures, colours, and scales by selecting lush and voluminous tropical plants to enhance the building’s surroundings. Inside, the design concept extends the external landscaping to create a sense of spaciousness and a warm, inviting atmosphere.
