START (Ivry, Grand Paris) represents a new generation of social and private housing in France—where housing adapts to its inhabitants, not the other way around. Located at the confluence of the Seine and Marne rivers, START seeks to accomplish a double objective in terms of housing: reinventing the residential tower and creating innovative, resilient and affordable apartments, an urgent alternative to the current paradoxical housing standardisation in an era of an unprecedented household diversity. START is composed of 5 buildings (22,863m²) and hosts 288 apartments of which 34% social.