LAVA (Laboratory for Visionary Architecture) unveiled the design of the Michael Schumacher World Champion Tower in Dubai, the first project of a series of branded towers, a new concept by PNYG:COMPANY, a company focused on branding. I´ve heard about branded towers such at the Porsche Towers by OMA, but it´s the first time i hear about a building branded after a Formula 1 champion.
LAVA is a practice formed a year ago by associate architects of the Mercedes Benz Museum and the Watercube, who decided to start their new practice focused on new technologies and innovation.
