Fire incident and Plasco building collapse was one of the saddest events of recent years in Iran Which with death of the devoted firefighters of this country hurted to the heart of Iranian contemporary citizens.The hurt which not only was it hurted the spirit of contemporary citizens because of the loss of our fellow countryman›s firefighters but also contemporary urban identity was lost out. The design team`s thinking is that the replacing of this building (New Plasco) can have the the achivement as «public good» for these days tehran.we describe our idea In the form of three narratives for the three group of beneficiaries for achieving to this target.