The new flagship store for Massimo Dutti is located on Presidente Masaryk Avenue, one of the most prestigious streets in Mexico City. Home to leading brands, it is considered the city’s “golden mile” and has recently undergone a makeover to improve its urban qualities.
With the goal of turning the building into a veritable work of architecture that serves as an aesthetic reference point within this exceptional context, the scale and design of the project reflects a desire to integrate it into the Polanco neighborhood.
The building façade is designed to match the formal landscape of heights and voids found in the zone’s historical architecture. The rhythm of rectangular modules is formed by an orthogonal metal structure, while the texture of the façade is a screen inspired by a reinterpretation of the traditional wrought iron railings of Polanco. The screen generates a series of rectangular niches that are randomly repeated within the orthogonal mesh.
The furnishing is simple, with geometric forms in wood and steel detailing. Following the same scheme, the brand’s classic pieces were reinterpreted and simplified to be incorporated into this minimalist space. A number of original pieces were designed for the store, including the hanging showcases, exhibition tables, and payment area.
The rooftop terrace was designed to complement the experience of the store for clients and their partners, where they can relax and enjoy a coffee or refreshment. It will provide a versatile space with kitchen and washroom services that offers superb views over the skyline of Polanco, and will also serve to host brand events.
The selection of materials was focused on the classical but innovative essence of the brand to create a neutral setting. Pale stone employing different treatments was used, together with accents in wood and metal.
The combination of these architectural elements together with the use of a sober palette for the interior were the tools to achieve the elegance required by the site, and which the brand represents.
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