JUVENTUS HEADQUARTERS AND BRANCHES 
by LEM AGENZIA ARCHITETTURA

From Turin to Hong Kong, the Italian football club Juventus expresses in its headquarters and branches the strength of classical values ​​through innovative and welcoming environments that combine aesthetic pleasure and comfort.

“Everything began with a phone call from the Club’s president: he said he had an important project to offer me. As he explained it, I immediately understood that the Club had a very lucid and well-defined program. In the end, the synergy with the team was so strong and inspiring that the outcome couldn’t but satisfy everyone.” This is how Davide Mosconi, founder of LEM Agenzia Architettura, together with the architect and collaborator Sara Di Benedetto, retells the design journey taken for this extensive project. The LEM architects designed for the Piedmontese club the Headquarters and Training Center within La Continassa area in Turin, the Milan offices and the Hong Kong branch.

The customer’s request focused on a very clear vision: to embrace the authority of tradition by creating a dynamic and absolutely contemporary environment. “Starting from the Headquarters, located in a 1600s former agricultural complex, it was essential to find innovative design solutions that fit harmoniously and respectfully into the ancient architecture hosting them,” explains Mosconi. “To achieve such a defined yet delicate mission, the choice of FENIX came naturally. The material’s chromatic depth, blending perfectly with the classic context of the building, creates an environment with visual and tactile comfort, reminiscent of velvet”.

The way people work has changed and this is reflected in the office design. Today open, dynamic spaces and large sharing worktops are needed instead of individual desks. However, every change, in order to be absorbed as a normality, requires gradual acceptance, which also applies to the way furnishing elements are experienced. “Of course with Bianco Kos and Nero Ingo colours, FENIX helped us to welcome the Juventus team to the new location so that the change could be perceived as a natural and human transition. In fact, the intense opacity of the surfaces made the environment warm and pleasant even with the vigorous black-white contrast.” In the Headquarters, FENIX was used in both horizontal and vertical applications: from the welcome desk to office tables and doors, the long table in the meeting room, the small tables in the break area, up to the wall panels with the big team logo. Arpa decors 4603 Eucalipto Birmania and 4539 Olmo Mercurio in Alevé finish were used, respectively, for the storage walls of the Headquarter and the Training Center. According to the architects, these decors add a classic woody element which is crucial in the study of innovative interiors to make people feel anchored to something warm and recognizable.

With the aim of conveying the Club’s historical values, the respect for tradition is visible in all three sites in the team colours as well as the design angularity, which enhances the sense of strength and rigor. In the Training Center, FENIX highlights the balance between the discipline of forms and the material’s ability to create hospitality through the design of the doors, the tables and the kitchen in the common area. The same atmosphere was also recreated in the Hong Kong office by proposing a workspace with precise and enveloping lines, using FENIX for the round table in the meeting room, the worktops and the display panels in the corridor. “We wanted to bring the Club’s Italian soul to the Orient through aesthetic and functional accuracy of contemporary design.”