The Frame

Framed façades and a sweeping view to be admired from within the units define The Frame, the latest project by PSA Arquitetura for Benx Incorporadora. Located in Vila Nova Conceição, this single-tower residential building reflects its name through its façade design. Concrete grids and champagne-toned metallic frames stretch across the lateral faces, framing the glass panels that dominate the frontal façade.

This transparency offers the social areas within the units a nearly 180° visual range, a sensation amplified by the design team’s decision to position structural columns outside the corners. Instead of following the edges of the building, these elements were shifted to free up the angles where the façades meet on each floor. This architectural choice not only enhances the internal perspective but also provides greater flexibility in the layouts, a key differentiator of the development.

The Frame features 22 residences of 350 m² across 27 floors, including a 620 m² garden unit on the ground floor. The most expansive space is the triplex penthouse, boasting 770 m², which includes a private gym, a social area integrated with a private leisure space, and a gourmet area.

The building’s other amenities, including a party hall, a swimming pool with a wet deck and a 25-meter lap lane, a gym, and a sauna, are housed in the lobby area. Designed with double-height ceilings, the lobby extends outward from the main tower to create a mezzanine. This level accommodates a Pilates studio and a terrace offering exclusive views of Vila Nova Conceição’s urban landscape.

The lobby is also where PSA’s architecture and Alex Hanazaki’s landscaping intersect, seamlessly blending with the surrounding greenery. Ensuring residents’ comfort and privacy, the primary pedestrian and garage access is set back from public sidewalks on Rua Hélio Pelegrino. A garden welcomes residents and flows towards the lobby, enhancing the transition between indoor and outdoor spaces. The interiors, crafted by David Bastos, align The Frame with the modernity of its vibrant neighborhood.

Situated on a 1,560 m² lot on Av. Hélio Pellegrino, just a few blocks from the revitalized Avenida Santo Amaro, The Frame leverages its location in one of São Paulo’s most historically sought-after neighborhoods. Beyond proximity to Ibirapuera Park and a rich culinary and shopping scene catering to the most discerning tastes, Vila Nova Conceição benefits from the neighboring districts’ transformations. On one side, it has grown as an economic hub following the rise of Vila Olímpia. On the other, it enjoys the convenience of Moema, now served by two metro stations. The Frame positions itself at the intersection of technology, business, and cosmopolitan living, offering a dynamic and expansive perspective on life in São Paulo.