Our proposal for the NED, with its winding forms and “fluid” spaces, emphasizes the managerial and creative role. The formal, spatial and technological choices are oriented to create a building that coherently connects to the ZAMBONINI brand name yet at the same time, can become a landmark difficult to ignore. All quality architecture should express or better yet, perform a scene made of men, ideas, dreams and desires. In the NED case, we projected a building capable of representing a dynamic story made of pride of one’s past and confidence in one’s future.