Bakery in Oporto

Gondomar, Portugal

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Other Projects by Paulo Merlini

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Bakery in Oporto

Gondomar, Portugal

Firm

Paulo Merlini

Type

Hospitality + Sport › Restaurant

YEAR

2013

Before
designing this project we´ve visited and analyzed other similar spaces trying
to find some errors that could be corrected. We found out that a basic error
being committed was that most of these services only had one type of space.
This design attitude ignored the variation of mood one fells during the day, or
even if he walks there alone or with friends, needs a place to read a book or
just wants to socialize.
So,
to bridge this flaw, we created three different environments so that the
costumer can select the space that fits better to his or her mood, rather than
have to adapt itself to an imposing environment. This way we provide a more
emphatic place and consequently amplify three times the commercial potential.
But a customer isn´t one till
he gets in. How could we get him inside?
In a metropolitan style of
life, everyday people deal with millions of inputs, like Billboards, Signs,
People, Cars.etc..The way the brain deals with this excessive information is to
send most of it to the unconscious mind, releasing the conscious from the
excessive information. As one moves throw the city the brain captures the
information around and gathers all the similar inputs creating a mental “scenario”
that, based on predictability is perceived by the unconscious mind, releasing
the conscious to all variable inputs that he experiences outside that scenario.
This is a surviving system that we inherited from the savanna era, so that if for
example, a predator moved between the trees we, without having to consciously
capture every bit of information around, one could perceive the movement and
react to protect is own life.

Joining to this line of
thought the known fact that 70% of those inputs are visual, and that humans as
many animals have an attraction to light, we knew that we had to create an
input that could distinguish itself from the rest of the city scenario in such
a way that it could activate the conscious perception, guarantying that people
would notice and fell attracted to it. For that we´ve used light as the main
attraction.
We’ve studied the
approximation of the observer to the space and realized that the most visually
relevant plan from the exterior was the ceiling and so, we focused on that.

In our studies we also realized
that the use of direct light tends to heat up the space and create shadowed
corners turning space into uninviting places and that, in an auditory approach,
the excessive noise mainly resulting of the reverberating sound was not being
properly solved.
So, to solve these problems we
knew we had to break the sound waves and refract
the light. And so we did, by
creating a second ceiling that results from the repetition of wooden stripes, we
found a system that could solve the two problems in a row.

In our research we´ve found
studies that prove that the presence of color and forms that are food alike
actually makes people hungrier. So to get that input on the users, we´ve picked
the twenty most wanted products of the bakery and based on a pattern of global
identification we found a middle tone and applied it on the walls.
On the formal approach, we
made the ceiling “melt” in some points to make it look like a cake topping.

We also proposed a new logo to
the client, and designed the space partially based on it. The wooden stripes descend
throw two of the walls creating an effect that dialogs directly with the
consumer. When one moves throw space realizes that some hidden forms start to
appear on the walls. Those forms are an abstraction of the proposed logo. The
intention is to unconsciously reinforce the image of the firm in one’s mind.

We like to think our
interventions as positive manipulation of the human brain. As such we focus on
giving positive inputs to all the five senses (when possible) so that we can
alter ones homeostatic level, and as result make people fell happier.

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Bakery in Oporto

Gondomar, Portugal

Other Projects by Paulo Merlini

Basho Sushi House

Dental Clinic in Oporto

Bakery in Oporto

Gondomar, Portugal

Product Spec Sheet

Collaborating Firms

Team

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Bakery in Oporto

Gondomar, Portugal

Other Projects by Paulo Merlini

Basho Sushi House

Dental Clinic in Oporto

Bakery in Oporto

Gondomar, Portugal

Product Spec Sheet

Collaborating Firms

Team