Owners of the conceptual ice cream parlor Gelatoscopio in Mexico City approached design issues with a rare responsibility. To create a small, slightly larger than a regular kiosk, a cafe, they invited two offices at a time – Esrawe Studio and Cadena + Asoc. Concept Design, which came up with an entertaining image and developed such a witty corporate style that Gelatoscopio is now known not so much as the original ice cream, but as a ridiculous facade, past which it is simply impossible to pass indifferently.
Apparently, the image of the cafe pavilion is inspired by the very name of the Gelatoscopio brand, which can be translated as “learning / watching ice cream”: because the main decorative motif is numerous window-portholes. Some of them pass through and lead to the kitchen: you can make an order or admire (“watch and follow”), how your portion is prepared.
Other false portholes are fake – some menus are placed on some, and numerous others are turned into flashlights, mirrors and even real kaleidoscopes! The abundance of portholes on the façade inspired the theme of a fantastic submarine, which was defeated by color and shape, clearly referring to the sea wave, and a kind of metal railing, without which submarines are unthinkable.
The corporate style of the menu plays on the themes of the fantasy machines of the future: huge canned glasses, antenna transmitters. All this is an attempt to return to childhood, play, fun and sincere joy, especially from good ice cream!
“Ice cream – it’s not just tastes, flavors and textures,” say the architects. – This is also the joy of the moment. Therefore, our design is born of imagination, imagination and delight before the unknown. ”
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