Florenc 21 is the most ambitious urban regeneration project in the center of Prague, set to transform a long-neglected area along a busy thoroughfare into a vibrant and green new neighborhood. The regeneration began with an international master plan competition in 2021. As part of our submission, we didn’t shy away from the challenge and entered all four designated blocks, where, in each block, we had the opportunity to conceptually develop a narrative that defined both the master plan and the site itself.

In an era of growing interest in sustainability, the risk of greenwashing is also on the rise. This phenomenon—in which environmental claims are exaggerated or entirely misleading—is drawing the attention not only of consumers but also of professionals in the construction and architecture industries. Instead of genuine change, marketing tactics are sometimes employed that manipulate perceptions rather than reflect reality.

When sustainability meets longevity, we achieve truly timeless structures.