Baffled by its cylindrical shape, people often ask about the Torre Prourban. This office building stands tall at the northern end of Avenida 9 de Julio. It meets Avenida del Libertador in Buenos Aires’ Retiro neighborhood. The Torre Prourban became iconic in the 1980s. Its unique shape earned it the nickname “El Rulero” meaning “hair curler”.
Let’s explore the history of the Torre Prourban. In the 1970s Buenos Aires saw many real estate projects. Minister José Martínez de Hoz’s economic policies opened the door for foreign investment. This led to the development of Catalinas Norte and projects along Avenida del Libertador.
During the military government, Franco Macri’s construction business grew. His company, SIDECO and project developer Creaurban took on significant state and private projects. Creaurban bought land at Avenida del Libertador and Carlos Pellegrini in the late 70s. The extension of Avenida 9 de Julio was nearing completion there.
In 1978, Flora Manteola, Javier Sánchez Gómez, Josefa Santos, Justo Solsona and Rafael Viñoly designed a circular building. Carlos Salaberry was the associated architect. The cylindrical structure was previously used by M/SG/S/S/V in the Piedrabuena complex. The cylindrical design resurfaced later in the Mulieris Towers project in Puerto Madero.
Eugenio Grassetto S.A. and SIDECO Americana S.A. built the Torre Prourban. Construction lasted from 1979 to 1983. By then Avenida 9 de Julio was complete. The Prourban Building crowned its northern end near the Chacofi II Building.
In 1986, Sevel another company owned by Franco Macri put up Argentina’s highest advertisement on the Torre Prourban. It was also the largest in surface area. The neon sign displayed Fiat and Peugeot logos which Sevel manufactured in Argentina. Later Chrysler then CTI Móvil and Claro had their signs there. Today a modern LED sign advertises INVERTIR EN BOLSA. This company also has offices inside the building.
Interestingly a 2013 survey by the Clarín newspaper called the Torre Prourban one of Buenos Aires’ ugliest buildings. Its cylindrical form is covered in small square windows. This design indeed resembles a hair curler which some cartoonists highlighted.
The Torre Prourban stands on prime real estate. It rose in an area not yet developed with high-rises. In later years the Hotel Emperador and residential and office towers were constructed nearby. Its height and open perimeter allowed the building to occupy only a small part of the land. The site has a 70-meter frontage on each road and slopes down Avenida 9 de Julio.
The facade has a solid concrete structure. Originally a glass curtain wall was considered. The concrete is molded with metal structures creating horizontal and vertical grooves. Square glass windows stick out from the facade. The entrance is clad in granite leading to a 10-meter-high lobby. The floors are San Luis slabs and the walls are white marble and travertine. Two lobbies lead to eight computerized elevators. There are 27 office floors with the service core in the center.
The Torre Prourban’s levels are arranged as follows. Three underground floors for parking and machinery. The ground floor and two levels connect to the triple-height lobby. 29 upper floors with the top floors housing the water tank and machinery. The Torre Prourban remains a notable part of Buenos Aires’ skyline despite opinions on its aesthetics.