Thresholds - Woman & Temporary Architecture

Description of the event by Amparo Martínez Vidal

MOMO / Mireia Luzarraga.
The minimalist and strongly conceptual design splits in white and black, feminine and masculine, with sobriety and a strong idea of ​​contemporary and simultaneously timeless design. We propose to compensate this with the color and artisan look from Mireia so that the surprised pedestrians, encounter a rare plasticity in this trade with sleek, straight contours.

CABOTINE / María José Marcos.
This local represents tradition at its finest: weddings, brides, bridesmaids. The black-white contrast is used to sell an elegant product, showed as if it were a work of art in its private museum. The surrounding environment is close to shops of big brands in a very pretty little street, where the addition of all the shops enhances the drawing effect. María José's experience as a curator can enhance these properties. Her knowledge of Eastern cultures, also grounded in tradition, can generate a project based in the same values. In any case, the trick of breaking monochromatism with color or creating a provocating buzz is left to personal choice. Her starting point in the already known seems very attractive for this project.

HAFF / Tatiana Poggi.
HAFF is the shop most oriented to young audiences from the five establishements. Its target audience is a public whose Bible are social networks and are sometimes prone towards aggressive and lacking calls and tasteful icons mixed with postmodernism excess, where Kardashian and Miley Cirus are Olympus goddesses. A trendsetter is definitely needed here: A design that tunes with its peers and make them flow into a magical world, to wich the youth strives to attend but doesn't not know how. The surprise, beauty, humor or the difference may be strategies.

WOMAN / Patricia Reus.
Patricia projected Titis Clothing, also in Murcia city, and we found her perfect for solving the opposite challenge: selling Armani and Chanel clothes for women with purchasing power. This starting point enriches the forthcoming proposal. It is a challenge and a reconciliation of styles and the necessary point of view to advance and succeed. This design can suppose the birth of a new concept: simple luxury, or luxurious simplicity: the proyectual nobility processed through "rethinking" the way not to lose a tremendously loyal audience, as well as expanding their visibility to youth high brands.

Ferao / María José Climent.
This optical shop is an icon of window displays in Murcia. We need an architect with extensive experience in visual merchandising and José María teaches this discipline at the level of design. The proposal should be very different from the traditional approach, simple but effective. The workplace is scaled, defending architecture as a three-dimensional puzzle and losing the fear of multidimensional design. Architecture integrates everything.