meets
MADREAMIGA
The reinterpretation of traditional bakery.
City
Madrid, Spain
Program
Hospitality
Type
Private commission
Year
2023
Status
Built
Client
Madreamiga
Photography
David Zarzoso

The desire to offer its clients an innovative experience, has led Madreamiga to propose a transformation that acts at all levels. One of them – perhaps the most obvious – has to do with image. The new face of Madreamiga must propose an architecture to match this renewal and, for this, DIIR study proposes three strategies:

Strategy 01 – The values: the process begins with an exhaustive analysis of the new philosophy and brand identity. The 360º turn to which the firm is subjected, proposes an aesthetic that affects its entire digital image (web, social networks…) and therefore must also be palpable in the physical space. We work with an infinite number of palettes of materials to achieve an atmosphere capable of reproducing what the brand transmits in the online community.

Strategy 02 – The traditional bakery: the focus is on the design of clean lines, neutral tones and noble materials. Its motto: to reinterpret the warmth of traditional bakeries.

The pre-cut MDF board in 10×10 modules fills the space and gives a handcrafted look thanks to its exquisite workmanship. The fine mortar covers walls and ceilings, and its texture relates to the dough and flour. Finally, the uniformity of the steel functions as a display base. Its neutral character enhances the product, which becomes the protagonist.

Strategy 03 – Replication: the desire to extrapolate a physical concept to numerous spaces involves proposing a system whose simplicity makes it easy to replicate. This is composed of four devices: the façade (1), which acts as a first filter and always seeks maximum openness. The bread display shelf (2) acts as an interstice between the public space and the workshop. In between, the neutral display case (3) and the grocery display case (4) complete the general product showcase. The characterization of these elements defines the space and adapts to the morphology of each store.

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