Frost delights. BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo
27/08/2022.
[MAD] Spain
metalocus, JOSÉ JUAN BARBA
metalocus, JOSÉ JUAN BARBA
The architect's team led by Pablo Canga and Ana Herreros, from SOLAR, and Marta Jarabo were commissioned to design the BRANDO ice cream parlor, a special place "for frozen delights" on Hortaleza street, one of the most dynamic streets in Madrid.
The design consisted of the renovation of the ground floor of a former building in the historic centre of Madrid, to adapt it to its new function. The starting conditions were, that there was little budget, a fast execution was needed and a recognizable image had to be created.
The design consisted of the renovation of the ground floor of a former building in the historic centre of Madrid, to adapt it to its new function. The starting conditions were, that there was little budget, a fast execution was needed and a recognizable image had to be created.
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal
Color axonometry. BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo.
B/W axonometry. BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo.
Using these conditions as starting points to design the BRANDO ice cream parlor, Pablo Canga, Ana Herreros, and Marta Jarabo proposed a project that seems influenced by Theo van Doesburg's neoplasticism in which they investigated the creation of an interior landscape that would generate new relationships. of visual perception based on the phenomenology of color.
With this strategy, demolitions and the generation of waste were avoided as much as possible, managing to unify the space without giving up perceiving the different layers of the memory of the premises.
They organized the program in two parallel bands separated by a piece covered in sprayed polyurethane foam, which acts as a counter, bar and worktop. The set is completed with a circular luminaire made of stretched fabric, as a focus of attraction.
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal.
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo.
With this strategy, demolitions and the generation of waste were avoided as much as possible, managing to unify the space without giving up perceiving the different layers of the memory of the premises.
They organized the program in two parallel bands separated by a piece covered in sprayed polyurethane foam, which acts as a counter, bar and worktop. The set is completed with a circular luminaire made of stretched fabric, as a focus of attraction.
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo. Photograph by Imagen Subliminal.
BRANDO Ice Cream Parlor by SOLAR + Marta Jarabo.
Project description by SOLAR + Marta Jarabo
BRANDO investigates the relationship between visual perception and the phenomenology of color with the aim of developing a new commercial model where consumption is understood as an atmospheric experience.
Located in the historic center of Madrid, the project is based on three fundamental premises: a reduced budget, the development of a recognizable image and a limited execution time.
With these starting points, the creation of an artificial landscape is proposed where the perception of scale is blurred through the use of color. This strategy responds to an economy of means as an ecological manifesto, avoiding demolitions to minimize the generation of waste while allowing the space to be unified and the different historical layers to be visible.
The program is organized into two parallel bands separated by a piece covered with projected polyurethane foam that meets the needs of the program, acting in turn as a counter, bar and worktop, and which provides the residual space with maximum flexibility.
Lastly, a circular luminaire made of stretched fabric stands as the central element of the space and a focus of attention from the outside. In addition, thanks to the color variation throughout the day, this piece provides the premises with multiple physical and sensory qualities.
More information
Architects
SOLAR (Pablo Canga and Ana Herreros) + Marta Jarabo.
Client
BRANDO.
Area
102 m².
Dates
2022.
Venue
Calle Hortaleza, 55. Madrid, Spain.
Photography
Imagen Subliminal (Miguel de Guzmán + Rocío Romero).
Pablo Canga, Ana Herreros. SOLAR
SOLAR. Architecture practice was founded in 2020, led by Pablo Canga y Ana Herreros architects, based in Rotterdam (The Netherlands) and Madrid (Spain).
Pablo Canga. Architect from ETSAMadrid, UPM (2013). He is director and Co-founder of SOLAR Estudio (2020).
Ana Herreros. Architect from ETSAMadrid, UPM (2015). She is a director and co-founder of SOLAR Estudio (2020). Post-Master Architecture, in Delft 2020 - 2022.
Pablo Canga. Architect from ETSAMadrid, UPM (2013). He is director and Co-founder of SOLAR Estudio (2020).
Ana Herreros. Architect from ETSAMadrid, UPM (2015). She is a director and co-founder of SOLAR Estudio (2020). Post-Master Architecture, in Delft 2020 - 2022.
Marta Jarabo
Marta Jarabo. Architect from ETASMadrid, UPM (2013). She combined the work at architectural offices from different countries with the realization of competitions and participation in artistic residencies.
She exhibited collaborative or individual work nationally and internationally at the Spanish Pavilion at the Venice Architecture Biennial 2018 and 2016, the _2b Space gallery in Madrid, Matadero Madrid, the Russian Museum of Ethnography in St. Petersburg and the Amadis gallery in Madrid. She has also participated in the artist residence El Ranchito-Rusia de Matadero Madrid and Adata Air de Plovdiv 2019 Foundation for the European Capital of Culture 2019.
On the other hand, in relation to architecture, she received the first prize in the I Scholarship Academic Contest of the PHI Spain Network, the first prize of the Konecta Foundation for Social Architecture in its third edition and the first prize from the Government of Erguna for the design of the Interpretation of the Wetlands of Erguna, in China, currently under construction.
She exhibited collaborative or individual work nationally and internationally at the Spanish Pavilion at the Venice Architecture Biennial 2018 and 2016, the _2b Space gallery in Madrid, Matadero Madrid, the Russian Museum of Ethnography in St. Petersburg and the Amadis gallery in Madrid. She has also participated in the artist residence El Ranchito-Rusia de Matadero Madrid and Adata Air de Plovdiv 2019 Foundation for the European Capital of Culture 2019.
On the other hand, in relation to architecture, she received the first prize in the I Scholarship Academic Contest of the PHI Spain Network, the first prize of the Konecta Foundation for Social Architecture in its third edition and the first prize from the Government of Erguna for the design of the Interpretation of the Wetlands of Erguna, in China, currently under construction.
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