Project: New showroom in Madrid Date: 2016 Place: Madrid
A unique staging where the prestigious elevators company talk about their technology and evolution since the beginning.
Going up for instinct or for necessity, going up by pleasure or by curiosity, these are ancestral aspirations of humans, and this has been the inspiration , the starting point of this project, where thanks to a play with mirrors, it seems that this space is inviting you to get away from it all in a horizontal direction, but moreover vertically, in itself a metaphor of the product in question.
This is about a representative space with a multifunctional caracter, with efficient circulation that make a fluent interaction between different areas possible. The space revolves around an icon, a central element that contains both a fixed and moving image at the same time; the fixed one refers to the history, and the one that appears on the integrated screen refers to current technology. The idea was that, “Upon entering the room, the visitor focus therir attention on the historical reference of the company, but at the same time technology”. Based on the briefing planned by the marketing team, a historical gallery was designed, two murals with samples, an accessory area as an audiovisual space, and a zone with four elevators showing different finished options which can be updated in case new materials appear or to plan decoratif proposals for certain clients.
Mirrors and light, key elements.
The space just before the lift, the elevator hall, has a transitory sense like any entrance hall, that should have an aesthetic image that complements the architecture. “This showroom had to look like a hall but at the same time we had to aesthetically neutralize, movie away from any obligation with a concrete style .Therefore we used the mirrors on purpose on one side, to give greater spacial sense, almost of infinity, and at the same time emphasize the values of the brand as protagonist”. In this case it is a retractable mirror, in antracite color that covers the perimeter walls and the floor of the room, which allows you to feel that there is something further out there with the naked that cannot be seen with the naked eye, without revealing clearly what will be unveiled next.
On the other side the light is used as a constructive element, playing a part in the game of reflection which contributes to create a wraparound atmosphere where the colour blue make the corporate image even more powerful.