Puccias-02
From a science fiction movie to reality.
The brand’s second opening on Lopez de Hoyos Street, Madrid, Puccias-02, was developed through the creation of the creative direction, visual identity, and spatial design, establishing a coherent aesthetic language that connects experience, functionality, and spatial narrative. The project presents a space dominated by the color orange, where overhead lighting, inspired by cinematic set design, shapes the perception of the environment and reinforces the brand’s chromatic identity. The materiality is based on rubber surfaces on walls and floors, directly referencing the cladding used in the Madrid metro trains, creating a contextual and urban connection with the city. This material is combined with stainless steel bars and aluminum furniture, generating a visual tension that balances warmth, industrial modernity, and tactility in daily interaction. The selection of iconic lighting and furniture elements adds historical references and character to the space, while the arrangement of elements reinforces the coherence of the visual narrative and the user experience. The spatial organization responds to functional and hierarchical criteria: each component — from the layout of tables and chairs to menu signage and amenities — is integrated into a system that optimizes flow and interaction. An open bar allows users to observe product preparation, while a chain curtain defines the service area, emphasizing simplicity as a conceptual principle and ensuring clarity in circulation and spatial perception. The integration of graphic design with interior architecture establishes a continuous narrative in which identity, materiality, and functionality converge, creating an immersive, recognizable, and efficient environment. Every detail, from furniture selection to lighting configuration, contributes to a coherent visual language that communicates the brand’s essence, transforming the visit into a fully integrated experience where aesthetics and operation strategically intersect.
Client
Puccias
Sector
Food
Stefano C.
Carles N.
Xabier I.
Credits
Creative direction and Brand identity Xabier Isasti
Interior design Stefano Colli Carles Novell
Photo space & portraits Manel Cano
Photo Assistant Shaday Forero
Post production Paula Ibañez
Stylist Laia Zaragoza
Make up Nora Gómez
Food Stylist Viva studio
Casting María José Velasco
Featured
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