Modernismo adaptado: o projeto para a sede da Terrafoto, 1979.

Abstract

In 1979, the Curitiba-based architectural studio formed by Joel Ramalho Junior, Leonardo Tossiaki Oba and Guilherme Zamoner Neto won the first prize in the national contest for the design of Terrafoto S.A. headquarters, in Embu (SP). Among five other designs awarded in different national competitions in the 1970s, Terrafoto headquarters draws attention for being aligned with contemporary formal assumptions of Brazilian modernist architecture, but also for diverge from that hegemonic scenario. Thus, this paper points out the references on which the design was based and contextualizes them. Based on formal analysis and backed by literature review, the paper relies on logical argumentation to reveal that the conformation of Terrafoto headquarters winning proposal promoted the adaptation of modernist patterns.