The first version of the design for this important location dates back to 1956 and is the work of architects Vojislav Đorđević and Đorđe Pivarski. The design included a ground floor, 4 (6) floors and an attic. As the investment program was changed, the building was built in 1961 according to the new main designs, the work of architects Rajko Tatić and Nadežda Velimirović, which included a ground floor, mezzanine, 5 (10) floors and an attic. The building is a counterpart to the ten-story building on the other side of the department store and along with the hotel “Ambasador” forms the single town planning and architectonic concept of the square, excluding the northeastern block of old one-story buildings dating back to the beginning of the 20^th century. The name “Gorča” refers to Gorča Kostić, the owner of the two-story corner building built on this location in 1926.   

The principle of interpolation of the new building into the existing context, primarily in order to observe the heights of the cornices of the adjacent buildings, and to a lesser extent their style, was at the time strictly adhered to. Thus, this complex corresponds to the old buildings in Obrenovićeva and Generala Milojka Lešjanina streets. The International Style architecture was implemented in terms of the equal vertical–horizontal rhythm of window openings and solid parts on the façade  – the low parapets and columns between the windows. The finish is a combination of mortar and ceramic tile.