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Industrial living – Carska jabuka

Client: Carska Jabuka d.o.o
Location: Zrenjanin, Serbia
Surface: 100 sqm
Category: comercial
Year: 2010
Status: completed

The complex Industrial Living- Carska Jabuka (Imperial Apple) is located in the village of Belo Blato, which belongs to a protected area of special Nature Reserve “Old Imperial Bar-Begej”, 15 km southwest of Zrenjanin in Serbia.

The reserve enjoys a major international status, Important Birds Area and Important Plants Area, and it unquestionably belongs to the area of special importance for nature conservation in Eastern Europe. It is under the exclusive ownership of rare birds, endangered mammals, sensitive fish and amphibians, and over five hundred plant species.

To meet the complex needs and demands of an extremely diverse flora and fauna, the nature of this reserve is projected as an exciting mosaic, created from functional whole of wide steppe meadows, mysterious swamps, ponds, the intimate sound of intersecting streams, winding canals and levees.

On the other side of the complex is Carska Jabuka which belongs to the company Imperial Apple, who pioneered in the organic production of apples in Serbia. The complex consists of plantations and associated facilities.

The task was to transform the existing agro-industrial warehouse into a modern multipurpose facility, which corresponds to the ecological orientation of the company Imperial Apple. It was also important to respect the specific environment and needs of the neighbors, the owners of the exclusive nature reserve “Old Begej-Imperial Bar.”

With the interventions on the façade and inside the current building , correspondence of the external appearance with visual identity of the company is achieved.
Thirteen existing modules within the facility, measuring 8×7, were converted to one basic functional whole.

Newly formed part designed to respond to the request of multiple purposes is dominating primarily as a representative space for business meetings, receiving clients, but also for and family gatherings, holidays and daily leisure.

The dialogue between traditional and modern is made with a spinal wall which divides existing modular logic of the space and thus forming a different functional whole. In order to highlight the frequency and to expand the space, the wall is divided into three equal horizontal lines that stretch its length.

In the convex part the space is formed to welcome clients, while in the part that follows the facade is a table for larger meetings or family dinners. In the concave part , a whole for leisure is separated.

The eclectic interior is made from traditional elements: a furnace from Vojvodina, Persian and Uzbek rugs, Vietnamese paintings, furniture from Bali, pottery from Tibet and pillows from Venice.
T he North facade is completely open to the plains and orchards, and a horizontality that is reinforced by the glass facade follows the nature of a row of trees, meadows, grass, orchard, and the sky.

Since the south facade is facing the main traffic highway Zrenjanin-Belgrade and is widely open to it, instead of a larger glass area, a solution of dotted perforation is applied in order to provide light.

With this solution, the facade also acts as a billboard on which the Imperial Apple logo is placed. The circular openings of different diameters, introduce the visitors in to the whole complex in a special way, with the range of green hues giving the building a distinct expression.

Nearby, on the outskirts of a small lake, a two-storied wooden structure was created as an observation point with a cantilevered terrace set on four pillars. Designed in the style of the houses of the ancient Slavs on stilts, it is used for day and night surveillance of the apple orchard, but it is a basic purpose is achieving good-neighborly relations and communication with the exclusive owners of the Natural Reserve “Begej-Old Imperial Bar,” on which it provides a broad view.

Design: Sinestezia
Principal in charge: Ana Zatezalo Schenk
Project Team: Ana Zatezalo Schenk, Cedomir Ristic