360º Design

Mercado San Miguel

GASTRONOMIC STORE
Conceptual definition of the creative proposal, its values and its communication axes, positioning, Branding design, Brand, Brand Territory, Identity System, Packaging and Architecture of the commercial space for the Chain.

Brand and Architecture

Identity System
Brand Territory

Giving the imprint to a place of 600 m2 of warehouse to turn it into an old market was a real 360º design challenge.
From the beginning, the ZONA IV agency worked with the client to define a clear and solid concept, in order to be able to tackle each stage of this great proposal.

For this new space we thought of several bars with different gastronomic proposals, a bar with a pizza oven, a pasta bar, a snack bar, a coffee, wine and drinks bar, and finally a dessert and waffles bar. For this, the idea was to create different environments where the design of the surroundings of each one reinforces each proposal.

Thus, if we walk through El Mercado San Miguel, we discover a cafeteria with a French touch, an Italian oven, where we will find an endless number of codes that coexist with each other, and that achieve a very attractive space for a wide and varied public. In the background an open courtyard was designed that summons us for different times of the day.

The layout design takes the different proposals to create a path of bars that move forward, retract, form islands, open and close until ending in the kitchen. In this way, the operational needs are solved and at the same time the individual character of each sector is given, just as it happens in a real market. These movements also generate different seating sectors regulating the large space.

To achieve this character of an old market, we worked with a wide variety of materials and design elements that give us this somewhat chaotic, simple, yet very close atmosphere. Says Leticia Perin, the agency’s architect.

BrandING

Identity System
Brand Territory

The design of the Mercado San Miguel brand, with vintage codes in red, works as an umbrella brand for all the communication and the concept of the architecture of this great space.

From here, a Brand Expression Territory is created with retro elements, with which graphics, posters, clothing, tableware and different pieces are designed, unifying the character and criteria of the whole proposal.

To sew this great system between architecture and identity, a red metallic band was created, which runs through all the proposals communicating in print, Pastas, Pizza, Coffee, Dessert and other varieties, which are aligned with signage, blackboards and murals alluding to the whole concept.

In this way, the Zona IV agency manages to make the new Mercado San Miguel a whole experience in itself, very attractive and rich, to spend a pleasant moment with family, friends or work.

The old Plaza San Miguel will no longer be the same, a Giant was born!