El Born, the heart of Barcelona, opens its doors to the Moco concept store. A store located on Moncada street next to the Moco Museum recognized for its collection of digital and contemporary art. The store has been designed as an artistic experience. A project signed by Six N. Five in collaboration with Isern Serra. The idea of the project is to recreate and materialize a virtual space in the real world and take it to its execution. The spatial experience and aesthetic concept comes from the digital artwork Living Room by Six N. Five, one of the most significant and pioneering digital art studios in the world, directed by Ezequiel Pini.
From the virtual to the handcrafted, opposites but at the same time complementary. Extremes that nowadays coexist and cross each other constantly, most of the times they act as opposite poles, in this case they are intertwined for a common purpose, to materialize a virtual space. The execution of this space has been carried out using techniques that can only be reproduced with good craftsmanship. We have gone back to the roots, starting from the vernacular architecture to be able to reach such a level of detail and reproduce a digital world. To get there, we had to build the medium. The tools to create the radii and details have been created for the occasion.
Upon entering the store we find characteristical elements of the aesthetics of the metaverse and the visual language of the Six N. Five studio, organic shapes, curves and arches that make up a minimalist and surreal space, background for the exhibits and where art is the protagonist. The façade contrasts with its surroundings, an illuminated, pink and organic interior draws the attention from Montcada street, a typical narrow street of El Born. Two openings with organic contours invite you to walk through this concept store, a more rectangular one acts as a sideboard offering a wider view of the interior and the other one works as an entrance.
The execution of this space has been carried out using techniques that can only be reproduced with good craftsmanship. We have gone back to the roots, starting from the vernacular architecture to be able to reach such a level of detail and reproduce a digital world. To get there, we had to build the medium. The tools to create the radii and details have been created for the occasion.
Upon entering the store, visitors are immersed in a space with a dynamic perimeter, which delimits the spaces and where the envelope (walls, ceiling and floor) generates recessed niches and bases for the exhibition with integrated lighting. A characteristic and innovative materiality, its interior is monochromatic, finished in pink microcement, the characteristic color of Moco Museum. One of the main attractions is its dynamic interior, but coated with the same material and the same color (floors, walls, furniture...) Having a uniform texture and color allows us to understand the space as a single form and highlight the product on display.
The main wall is solved with two large illuminated openings where the product is displayed on metal shelves. All the furniture is custom-made to integrate it into the unit, gain space and have the necessary paths. Two central passages also unite the space. We found other niches for the exhibition of garments, frames for screens with digital content and shelves for books, projections and continuations of the wall, all these details in microcement and rounded edges.
The furniture is versatile, they are elements with the same materiality that can be combined in different ways and moved in the space. The counter has all its functions integrated; screens and electronic systems to avoid breaking the space with external elements. The lighting project is solved with ceiling and wall systems. Custom-made ceiling lights made with Rexlan in backlit fabric provide ambient light on the ceilings and walls. The entrance area has a ceiling panel in the ceiling that hides the LedsC4 spotlights. Also some spotlights to illuminate the product, LED strips on the shelves.
AUTORES
ISERN SERRA & SIX N FIVE
FOTOGRAFÍA
SALVA LÓPEZ
