This document is a collection of reflections and proposals aimed at redefining the IDENTITY ‘of the the World Trade Center tower in Genoa. The work focuses mainly on the Key role that some common areas can play in strengthening the image and the presence of WTC BRAND.
The tower is then interpreted as an organic system, in which every architectural element, each public space, it is open or closed, and every surface of the facade, become devices capable of embodying and communicating to different levels the IDENTITY of the WTC. Not a simple product of architecture that can be renewed in its finishes, but a set of ideas, people, companies, international companies that can be measured and transmitted to the outside world through its symbols: the Tower WTC.
To enter the WTC tower is an experience that goes beyond the mere requirement to achieve in the shortest possible time theyr destination. The WTC hall has to become a place autonomous with its own identity and, at the same time, it must be able to communicate the contents of WTC brand and that of the hosted companies inside the tower.