Sentez
Architecture Retail Buenos Aires, Ciudad Autónoma De Buenos Aires, Argentina
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Description
Sentéz is an Argentine brand dedicated to the craftsmanship of leather goods; a product designed as an artistic and avant-garde object, produced with excellence and technique stemming from its roots in the profession. Located in the emblematic Patio Bullrich, the project is a concept store, reflecting the identity of the brand: daring, strong, and forward thinking. It reinterprets the utilitarian and exhibits it as a contemporary ornament, subscribing to the quirk of beauty and its symbolic aesthetic contribution.
Established paradigms are expanded, and conventional thinking is distorted. A behavior deeply rooted in the essence of the brand: deconstruction and construction. Following this logic, the traditional store layout is reversed. What touches the ground will inhabit the ceiling. The utilitarian object - bag - moves to acquire the quality of an ornamental element, a piece that elaborates the artistic composition. Through the deconstruction of the canon of the traditional commercial store layout, the functional space dedicated to product display is freed to make way for the new protagonist, the user experience.
With the new norm established, the project essentially operates with two components. Encased in a neutral envelope, the “disruptive device” is the piece that reconfigures the space. Fundamentally, it is a metal staircase - a utilitarian element with a new sculptural interpretation - that connects the floor and ceiling, exhibiting the handbags on both sides. As this element is introduced into the room, the model is overturned, the perspective is affected, and the Sentéz object undergoes its symbolic displacement.
On the other hand, the “neo-landscape” acknowledges that there is a change in the physical norm of the space and proposes a solution to the new scenario. As a result of the inverted scheme, a fictitious vegetation develops, with an aesthetic that directly refers to a digital-virtual ecosystem. A scene is generated that walks through the floor, wall, and ceiling, materialized in fluorescent yellow hair in the form of amoebas, spheres, and metallic ribbons. This artistic intervention directly interacts with the sculpture and serves as a space for contemplation, recreation, or a portion of virtual terrain made material.
The project transforms the commercial space into a living canvas. An experimental installation where a surrealistic scenario is generated, providing a symbolic contribution to all its elements. The design invites the public to immerse themselves in a unique aesthetic and sensory experience, where function and form are linked in an innovative and provocative dialogue.
Questions and Answers
What was the brief?
The client's premise was to develop specific interventions in their commercial store that represent the brand's identity and collectively create a concept store. This identity had to have a contemporary-futuristic look, and the concept had to be powerful, disruptive and daring.
What were the solutions?
A survey was conducted to determine which pre-existing elements of the store could be recycled/recovered, thus allocating the greatest possible resources to the two most important interventions, the disruptive apparatus and the neo-landscaping. A thorough investigation of samples and construction techniques allowed us to understand how these pieces could be drawn in a more concrete way. At the same time, to highlight the interventions, the entire envelope was neutralized with a gray coating.
What were the key challenges?
There was a limited budget for the project. Thus, the interventions had to be very measured and forceful. It was a significant challenge to allow ourselves to think of pieces that we had not previously developed: in terms of construction, to carry out a surrealistic and forward thinking idea.
Key products used:
The envelope was made of polished concrete, and several interventions were made with mirrors and backlit acrylics. The staircase was made of sheet metal with two-coat paint, and the amoeba was upholstered with fluorescent yellow furry fabric.
Who are the clients and what's interesting about them?
They have an excellent quality product with innovative design. The bags they design are very eye-catching and have a unique imprint. The brand has a daring, strong, and avant-garde identity. The owner of the brand showed great willingness and a very genuine interest in creating her own, disruptive, and unprecedented concept.
What building methods were used?
Coatings and ceiling made in-situ with polished concrete. The staircase was built in ironwork and was assembled in the store once completed, just like the fluorescent artwork, built and upholstered in a workshop before being assembled.
How is the project unique?
Its concept makes it unique, an architecture that incorporates the sales product and makes it its own for the generation of the idea. It reinterprets the function of handbags as ornamental objects and suggests the idea of the store being "turned upside down" by making two very unique interventions; the disruptive apparatus and the neo-landscaping. The project as a whole acquires a quality of artistic installation, placing it outside the norm in the industry.
Details
| Project size | 65 m2 |
| Site size | 65 m2 |
| Completion date | 2024 |
| Building levels | 1 |