The transformation of the former Flower Market on via Perugia is a project that brings together urban regeneration, the enhancement of an existing building and the integration of an international sports format. The building, characterised by its iconic undulating structures, has been reinterpreted to host a modern GO fit centre, restoring centrality to an evolving part of the city. Base engineering accompanied the client throughout the entire process, combining architectural and technical expertise with operational coordination. The project sits in an area in full revival, alongside hubs such as Lavazza, Camplus and the university presence, and contributes to consolidating the functional redesign of the neighbourhood. The project brings together two souls: the intelligent reuse of an existing container and the adaptation of a scalable format developed at international level, with a multidisciplinary Italian-Spanish team ensuring continuity between global standards and local context.
Project Site Plan
The Project
Overview
The recovery of the former Flower Market (Mercato dei Fiori) in Turin is one of the most significant urban-regeneration interventions recently carried out in the city. The building, disused since 2010 and part of the historic memory of the Aurora district, was transformed into the first Italian sports centre of the Spanish group GO fit: a new hub dedicated to wellbeing, sport and social life. The intervention involves a complex of over 14,000 sqm, with about 5,865 sqm of covered surface distributed over three levels: fitness areas, specialist rooms, swimming pools, spa, spaces dedicated to wellbeing, family services and parking. Promoted by GO fit Italia S.p.A., the project returns a symbolic building to the city while preserving its most representative architectural elements and reinterpreting them through a new model of use: a contemporary infrastructure capable of promoting a healthy lifestyle, encouraging social inclusion and contributing to the requalification of a district undergoing full urban transformation.
The Challenge
The intervention required a delicate balance between protecting the existing heritage and introducing new, highly specialized functions: inserting a modern sports centre within a historic building, preserving its iconic elements - the distinctive roof and the "fish" design of the south façade, which over time became recognizable symbols of the former Flower Market. The design complexity arose from the integration of extremely intricate architectural, structural and systems components into a structure conceived for a completely different function: swimming pools, wellness areas, large fitness spaces and high-performance systems required significant multidisciplinary coordination. To this was added the property's state of complete abandonment: remediation, demolition of the deteriorated parts and structural consolidation were the prerequisite for the requalification.
Pre-Development & Governance
The project fits within a virtuous model of collaboration between public administration and private investors, aimed at recovering disused properties without resorting to direct public investment. The pre-development phase involved in-depth technical, economic and social analysis, accompanied by studies dedicated to measuring the impact of the intervention on the territory - including the SROI (Social Return on Investment) analysis, to assess the social and health benefits generated by the new sports centre. The entire process was developed through an articulated authorization path, governed by the Building Permit and its subsequent design variants, involving GO fit Italia, Italian and Spanish designers and all the competent authorities.
Systems & Technical Coordination
We took on the general coordination of the detailed design, developing an integrated process capable of governing the numerous disciplines involved throughout all phases of construction. The organization of the work was based on detailed schedules, continuous monitoring systems and service orders: tools that made it possible to effectively manage the design variants and the issues arising on site. Particular attention was devoted to the technological solutions: the rooftop photovoltaic plant - over 1,200 sqm of surface, about 400 kW of power - contributes significantly to the energy efficiency of the complex; the mechanical systems guarantee high performance and comfort standards, with acoustic-mitigation systems for the air-handling units and a dedicated Building Management System for the control and optimization of consumption. On the structural front, in-depth diagnostic investigations and static checks defined the consolidation interventions needed for the new end uses.
Process Management
Delivery involved an articulated multidisciplinary group of designers, specialist consultants, contractors and an international client. The final architectural design was developed by the architect Benedetto Camerana; we took care of the detailed design, the Works Supervision and the Safety Coordination, with a central role in the technical governance of the entire process. The systems and structural disciplines were developed by Projema and ArchIng respectively, while the execution of the works was entrusted to the firm S.E.C.A.P. S.p.A., supported by numerous specialized subcontractors. Operational coordination was based on periodic site meetings, minutes shared in Italian and Spanish and constant monitoring of time, cost, quality and safety.
Value Added
The intervention returns to the city a profoundly transformed historic building, capable of combining industrial memory and functional innovation. For GO fit Italia it represents the first flagship centre in the Italian market, through which to export a model of accessible wellbeing set within an architectural context of great value. For the Aurora district it is an important catalyst of urban regeneration: new green areas, cycle-pedestrian paths and a sports infrastructure open to the community. For users, a complete experience dedicated to sport and wellbeing, with high-quality services for a broad and cross-cutting public. For us, the consolidation of highly qualified experience in the management of complex interventions to recover industrial heritage: design, works supervision, multidisciplinary coordination and sustainability under a single direction.
