An unusual architectural masterpiece sits along Route de Lyon in Avignon, France, capturing the curious glances of thousands of daily passersby. The former Groupama insurance company headquarters, designed by visionary architect Max Bourgoin in 1968, remains a striking example of brutalist architecture that continues to intrigue observers more than 50 years after its construction.
The insurance company commissioned Bourgoin to create their new headquarters in 1968, but after five decades, Groupama has since sold the property and vacated the premises. Despite the company's departure, the building's imposing stone structure endures, along with the puzzled looks from curious onlookers who notice the large Groupama logo still displayed at the entrance.
Thousands of motorists travel this route daily, connecting Le Pontet to the papal city of Avignon, and many notice the building's metal gates and prominent signage. The logo provides a clue to the building's corporate past while raising questions about its current abandoned state. Local residents, however, have grown accustomed to the structure's presence, perhaps because it integrates relatively well with the architectural styles that were popular during its era.
The building showcases a raw, brutalist style that emphasizes natural materials, particularly stone and wood. However, dismissing it as merely another brutalist structure would overlook the incredible originality of its design. The facade of the main structure features molded concrete panels that appear almost sculptural, transforming the window fronts into what resembles balconies.
One of the most striking features is an enormous chimney composed of small pieces of reconstituted stone that rises from the roof, once bearing the Groupama signature and adding even more grandeur to the building's silhouette. These technical curiosities and architectural oddities, while remarkable, don't typically attract large crowds of admirers.
On a Thursday morning in August, only one person took the time to stop on the opposite sidewalk to pull out her phone and photograph the structure. "This building is strange," confided an English tourist who paused to observe the architectural specimen. Her choice of words perfectly captures the essence of Bourgoin's creation – a building that defies conventional categorization and continues to provoke reactions from those who encounter it.
The structure represents a fascinating example of how visionary architecture can transcend its original corporate purpose to become a lasting landmark. While Groupama has moved on to new quarters, Max Bourgoin's architectural vision remains embedded in stone and concrete, serving as a testament to the bold design philosophy of the late 1960s and continuing to spark curiosity among both tourists and locals who pass by this distinctive building.
