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The subject of this paper is designing a Museum of Contemporary Art using integrated-design approach that includes parametric tools (generative design) and performance-based design (form optimization ) The main goal of this approach was the generation of design alternatives guided simultaneously by two basic goals: the aspiration for form finding and the satisfaction of the requested building performances. The Museum is located in Novi Sad, Serbia on the Danube river bank, inside a popular tourist resort . The initial idea was creating the site-specific building that will unite organic form derived from terrain , climate, and natural impacts. In nature, and in life , everything is fluid, continuous, integrated-so why the buildings and places we use shouldn't follow the same concept? Fluid, continuous movement through space without obstacles was the starting point and overall concept that connects all the spatial areas - exterior, a facade of the building and interior spaces. The interior itself is based on a geometry of continuous ,twisted, Rheotomic surfaces and they are aesthetically , constructively and functionally connected with the building form. There is no straight line between interior and exterior, between facade and terrain , lines between spaces are blurred and the final fluid building form is a result of connecting all the elements/layers into one, continuous, infinite, organic flow. Design Methods: - Building form exploration using algorithms and parametric design process. Form optimization based on: -optimal orientation (effective passive solar heating) -wind impact analysis (using CFD analysis and wind flow simulations ) - solar radiation and insolation analysis -water flow analysis (rainwater runoff from building facades) The basic relation is the one between building and its surrounding and the constant changes of the building in response to natural impacts. Form, material, and building performances are seamlessly interrelated. These entities are inseparable .They create the infinite loop and need to be analyzed simultaneously in every segment of design and at every level - both interior and exterior of the building.