MASSIMO DUTTI - AVENIDA DA LIBERDADE 193
MASSIMO DUTTI - AVENIDA DA LIBERDADE 193
IN DEX STR EET
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BU ILD
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RE STO RA TION
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LI GH TI NG
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THIS AVENUE, CREATED BY THE MARQUIS DE POMBAL DURING THE RECONSTRUCTION OF THE CITY AFTER THE EARTHQUAKE OF 1755, IS TODAY ONE OF THE MAIN ROADS IN LISBON. Avenida da Liberdade is a broad avenue crossing the heart of Lisbon, connecting the Baixa (the heart of the city’s historical centre) and the city’s modern centre. Its demarcation dates from the mid-eighteenth century and extends approximately 1,100 metres long and 90 metres wide. Initially it was the public promenade where the Lisbon bourgeoisie and wealthy families built their homes and palaces, as is the case of no. 206-218, built by Domingos Joaquim da Silva (Viscount of Salreu), a building that received the Valmor award in 1915, and the Palácio Conceição e Silva, at no. 226. The planning of this avenue and other new avenues of 1888 did not regulate the features of building construction, meaning the architecture here shows an immense diversity in style and the influence of European architectural trends.
THE STR EET The Praça Marquês de Pombal square (one of the great points of reference of this economic and modern centre of Lisbon) and the Eduardo VII Park can be found at the end of Avenida da Liberdade. From its highest point you can enjoy spectacular views of the Praça Marquês de Pombal square, Avenida da Liberdade and the entire Tagus River. A little further on and turning west onto Avenida de Berna, there is just a short walk to the Calouste Gulbenkian Foundation, with one of the best art museums in Lisbon housing a little hidden gem not very frequented by tourists: a very quiet garden located at the back of the Museum.
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VIEW OF CENTRAL LISBON
Aerial view of the centre of Lisbon in which you can see in detail how Avenida da Liberdade runs to the Praça Marquês de Pombal square, one of the most visited tourist spots in the capital. Built between 1879 and 1862 in the style of the Champs-Élysées in Paris, it still preserves the elegance of a large tree-lined avenue.
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AVENIDA DA LIBERDADE
THE STREET
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AVENIDA DA LIBERDADE
THE STREET
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PRAÇA MARQUÊS DE POMBAL
At the end of Avenida da Liberdade one can find the Praça Marquês de Pombal, a square whose name pays homage to the governor of Lisbon between 1750 and 1777 and that today has become the centre of modern Lisbon. All the buildings that surround the square are the corporate headquarters of important companies, the main Portuguese banks and large hotels from the top international chains.
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THE STREET
AVENIDA DA LIBERDADE
It is 90 metres wide and has pavement decorated with abstract drawings. Today, the lanes connect the Praça dos Restauradores with the Praça Marquês de Pombal squares. The area where the intervention by Massimo Dutti was carried out is within the special protected area of the classified properties of Avenida da Liberdade and the surrounding area. It is also a property classified as a Property of Public Interest.
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BU ILD
MASSIMO DUTTI – OPENING FLAGSHIP STORE AVENIDA DA LIBERDADE, 193 LISBON ---- THE BUILDING The building in question is located on a corner plot between Avenida da Liberdade and Rua Barata Salgueiro. Built in late romantic style, this palace presents constructive elements inspired by the beauxarts style, mainly in the detail of the iron and steel pieces and in the originality of its interior decoration. With a rectangular foundation, the palace consists of four floors and a turret. Although there are no precise records on the use of the interior space, it can be stated with some certainty that the basement floor, which is slightly below the level of Avenida da Liberdade, was used for service spaces, the ground floor and the first floor were the stateliest spaces, intended for leisure activities (living room, dining room, library, etc.) and the bedrooms, and the attic was used for the servants’ quarters. The roof is covered with black French-style tiles. The building was developed in accordance with the practices of the time, which includes the ground floor being raised about half a floor; over the years, it has undergone certain changes, mainly seen in the main facade and turret.
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BUILD
AVENIDA DA LIBERDADE, 193
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AVENIDA DA LIBERDADE, 193
With the recent intervention, the building was subject to some small-scale interior reconfigurations. Up to the date of the intervention, the building remained empty and, with the present proposal, we have been able to contribute to the property’s value. All the interventions carried out are expected to be reversible, so that at any moment, the building can return to its original pre-project state. A new structure has been built on a site considered to have the least impact next to the south facade. The structure consists of stairs and an access elevator between floors -1 and 1, guaranteeing conditions to meet fire safety codes and to provide access for people with reduced mobility. The main goal has been the building’s restoration, making it more attractive and thus preventing the deterioration of heritage, as well as making use of the building by requalifying the city of Lisbon and thus protecting Portuguese heritage.
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WITH THIS RESTORATION PROJECT, MASSIMO DUTTI ONCE AGAIN REDISCOVERS THE SPLENDOUR OF A HIGHLY HISTORIC BUILDING Thanks to the qualities it offers, the Avenida da Liberdade has become Lisbon’s top-rate commercial hub, today serving as a model on a national level. The avenue, with its trees, terraces, special Portuguese-style pavement and the architectural richness of its buildings (which today are seeing an attempt at preservation) are the factors that together evoke the same feeling as Calle Lagasca in Madrid, Fauburg Saint Honoré in Paris, Corso Venezia in Milan and Old Bond Street in London. Just as with the previously mentioned examples, Avenida da Liberdade also attempts to maintain the historical qualities of its main buildings while being occupied by commercial activities, preferably in the luxury sector. That is why brands like Massimo Dutti, in their strong desire to restore the historical value of the buildings housing some of their flagship stores, find solutions that allow the buildings to adapt to their main purpose while helping to improve the city’s heritage. Thus, also in this case, the changes made are due to commercial goals and the restoration proposal is in accordance with the aesthetics associated with the original vision of the property and the buildings on the Avenida da Liberdade.
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FACHADA EDIFICIO The building covers three street-facing store fronts with a common cornice on which the third floor stands. All of the facades have windows, with the most artistic being found on the upper floors. They are in a semi-circular arch shape, crowned by a triangular pediment and a stone balcony. The windows, some quite large, have wooden panes and transparent glass. The main entrance is on the corner, at number 193 Avenida da Liberdade, through a main wooden door with a glass plaque, crowned by a triangular pediment and a stonework balcony supported by corbels. The rest of the access points are secondary, through wrought iron gates. The Avenida da Liberdade (no. 191) gate gives access to floor -1 and the Rua Barata Salgueiro gate gives access to the ground floor (floor 0). Throughout the building’s renovation and restoration, a reversible intervention strategy has been followed that allows the business objectives of the brand to be viable, respecting the regulations of the Municipal Plan of Portuguese Urban Planning, which dictate the maintenance of pre-existing structures with the goal of long-term preservation.
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RESTORATION
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NORTHERN FACADE (RUA BARATA SALGUEIRO)
The detail of the northern facade includes the presence of a stonework balcony supported by corbels to which two doors in a semi-circular arch open up, which can appreciated at the first floor level. Another element worth noting from the restoration was the expansion of the foundry pipe to recreate a moulding.
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RESTORATION
NATURALIST INSPIRATION
Medallion detail in the frieze on the upper part of the main entrance where the neoclassical influence on the original construction of the building is clearly visible. Motivated by the attraction awaked by the classical world, neoclassicism is visible in details like ornaments of naturalistic inspiration.
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RESTORATION
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SIDE ACCESS
On floor - 1, two majestic wrought-iron gates stand, giving a clearly stately feel to the building. These give access to an area with a ramp whose sides are decorated with vegetation and lead directly to the store. In this area, the monumental lift in the shape of a glass cube is visible.
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RESTORATION
A GREAT CUBE OF LIGHT
A glass cube in the shape of a great box of light, visible from the outside, houses a lift that goes from the basement to the first floor. The construction of this glass elevator was conceived as a contrasting element, while taking full care of its total integration with the rest of the building.
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There are not many elements of patrimonial interest on floor -1. The floor was for support services in the home, which is why it has less ornaments and details. With the renovation, this floor has been fitted out as a store space open to the public, with special emphasis on the restoration of the kitchen area, converted into a space for the display and sale of the new perfume collection MASSIMO DUTTI SCENTS COLLECTION. In the architectural designs one can observe that new walls and furniture have been introduced, but these elements are built using light materials with the aim of having the least possible impact on the existing ones. This area is essentially changing rooms preceded by a waiting and rest area.
FLOOR 1 / CHANGING ROOM AREA ---- PERFUMES’ ROOM, SIDE ACCESS AVENIDA DA LIBERDADE 193
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RESTORATION
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FLOOR 1 / SOUTH FACING
The basement preserves all the original architectural elements of the property with minor interventions such as the transformation of the Avenida da Liberdade floor -1 bays in the store windows. The presence of windows in this area allows for direct natural light. Other elements, like the floors, are original.
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RESTORATION
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FLOOR 1 / ASHLAR WALLS
In the basement it was decided to lower the ceiling and give it a particular character through a decisive texture; the technical elements such as the cooling and lighting systems managed to be integrated. False ashlar masonry has been used to line the walls, a resource that was often used to support buildings in old structures.
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RESTORATION
FLOOR 1 / RESTORING THE ORIGINAL FLOOR
The floor covering the building’s basement is the original. It consists of a series of alternating black and white slabs, a combination of neoclassical constructions that make up a kind of giant board, on which the partition marks that must remain (according to the patrimonial reports) are preserved.
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FLOOR 1 / OLD RESTORED KITCHEN
The building’s old kitchen is found in the basement. Built in a typical neoclassical style, one of the objectives of the renovation undertaken by Massimo Dutti was the preservation of original elements such as the ceramic coating covering the walls, as well as an access point through a half-arched door.
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RESTORATION
FLOOR 1 / PERFUMES’ ROOM
In the kitchen area renovation, the original aesthetics of the room and a throwback to alchemy items have been used to create a cosy space for the display and sale of the new perfume collection, MASSIMO DUTTI SCENTS COLLECTION.
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GROUND FLOOR / LANDSCAPE PROJECT
The landscaping contribution by Jesús Moraime’s studio to the new Massimo Dutti store in Lisbon aims to bring the living, botanical world closer to the urban Lisbon one. The concentric and radial layout of the garden beds on the existing protected parterres as an integral part of the palace complex, aims to use Portugal’s colonial expansion around the world as a reference.
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RESTORATION
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The architectural elements of patrimonial interest on the ground floor, or floor 0, have been carefully respected. In the architectural designs one can observe that new walls and furniture have been introduced, but these elements are built using light materials with the aim of having the least possible impact on the existing ones. These are essentially the display spaces necessary for the operation of the commercial activity. Any additional element may be removed without leaving a mark on the existing one, which implies a reversible intervention with reduced impact. In the plans, one can clearly see the different rooms proposed in the restoration, intended for the display and sale of the Massimo Dutti WOMEN collection.
FLOOR 0 GROUND FLOOR / WOMEN COLLECTION ---- AVENIDA DA LIBERDADE 193 ACCESS POINT
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RESTORATION
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FLOOR 0 / GROUND FLOOR – ENTRANCE AND STAIRCASE
The corner entrance from the Avenida da Liberdade is through a semi-circular arched door that has been completely restored to its original lustre. From the entrance hall, circulation to the upper floors is through a notably-decorated central staircase.
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RESTORATION
FLOOR 0 / GROUND FLOOR – HYDRAULIC FLOOR
Here there is an English hydraulic mosaic floor detail that covers the access point from the street to floor 0, whose appearance is similar to a Roman mosaic. A design based on very elaborate small, tesserae-type pieces in a cube shape, made of calcareous rocks, glass or ceramic material in different sizes.
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FLOOR 0 / MAIN HALL
View of the central room which has seen the restoration of quality materials, as is the case with the wooden floor and the profusely painted ceiling in the most stately hall of the building (next to the main facade). These elements have been the object of a restoration process by specialised teams.
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RESTORATION
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FLOOR 0 / CEILING DETAIL IN MAIN HALL
Aerial view of the ceiling covering the stately hall on the ground floor. The whole surface is covered by a large canvas of typically neoclassical details whose beauty is based in the harmony of the proportions and of the lights. The light is bright and diffuse, delimiting the shapes and the space, and adding solemnity to the environment.
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RESTORATION
FLOOR 0 / FLOOR DETAIL IN MAIN HALL
The wooden floor detail is decorated in different warm tones and uses perfectly aligned geometric shapes that extend throughout the surface of the room. In the building renovation, the restoration of high quality floors with historical and aesthetic value to their original state has been strongly emphasised.
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RESTORATION
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ACCESSING UPPER FLOORS / CENTRAL STAIRCASE
All the architectural elements of patrimonial interest have been carefully respected, as is the case of the staircase with a wrought iron railing, giving continuity to the different floors of the building. It is a majestic staircase, decorated with plant motifs, as dictated by the neoclassical style.
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RESTORATION
ACCESSING UPPER FLOORS / SKYLIGHT
View of the circular base skylight that gives overhead lighting by bringing natural light directly into the building’s interior. In this part of the building, there has been minimal intervention with the intention of maintaining the original appearance and structure, and applying today’s mechanics needed to update it.
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The architectural elements of patrimonial interest on the ground floor, or floor 1, have been carefully respected. In the architectural designs one can observe that new walls and furniture have been introduced, but these elements are built using light materials with the aim of having the least possible impact on the existing ones. These are essentially the display spaces necessary for the operation of the commercial activity. Any additional element may be removed without leaving a mark on the existing one, which implies a reversible intervention with reduced impact. In the plans, one can clearly see the different rooms proposed in the restoration, intended for the display and sale of the Massimo Dutti MEN collection.
FLOOR 1 / MEN COLLECTION
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RESTORATION
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FLOOR 1 / DECORATIVE RESOURCES
View of the ceiling from the main hall on floor 1. In this area of the building the project was also limited to the restoration of original details such as the mouldings and the central rose window with a floral design, an ornament that has always been associated with the classical style, and which was used as a decorative element to break up the surface of the large ceilings.
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RESTORATION
FLOOR 1 / WOOD FLOOR
Detail of the restoration of the floor with its continuous dovetail solid wood slats around the perimeter and covering floor 1. One of the goals of the rehabilitation project was the restoration of the building’s original quality materials using all possible resources.
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LI GH TI NG OPENING AVENIDA DA LIBERDADE, 193 LIGHTING DESIGN PROJECT
Taking into account the particular characteristics of the building being restored to house the new flagship store in Lisbon, Massimo Dutti commissioned the renowned Anoche Iluminaciรณn Arquitectรณnica studio to carry out the lighting design. The project was developed in different stages and areas, taking into account the work in conjunction with the Massimo Dutti architecture team, and the interior design and landscaping design teams.
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OPENING AVENIDA DA LIBERDADE, 193. ---- LIGHTING DESIGN PROJECT There are four conceptual foundations on which the store’s lighting design process was developed: the particular characteristics presented by both the facade and the interior of the building, the vertical circulation pattern and the patio that was converted into a charming interior garden. For the interior of the building, the unique fact that it was a heritage building was taken into consideration. This is why importance was given to this fact at a construction level and in the choice of lighting material, prioritising the respect for its historical and architectural value.
ANOCHE ILUMINACIÓN ARQUITECTÓNICA
Founded in 2007 in Barcelona, Anoche is an independent consultancy that provides lighting design to professional interior design and architecture projects that require their services. Light is an intangible material, very difficult to appreciate and manipulate. This is why Anoche believes that once it has been planned and organised, light can enhance both the interior and exterior of a building, making a difference and moving toward a greater architectural sensibility.
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In each of its projects, Anoche participates from the conceptual phase through to lighting design planning, the details and its control, contributing both know-how and experience in the creation of atmospheres and in the technology needed to obtain Well, Leed and Bream certificates, among others. It has a team of professionals with a vast experience in the field of architectural lighting and a consolidated team of multi-disciplinary lighting designers led by Jordi Ballesta, which works on a wide range of projects, such as companies in the hotel, retail, residential, and office sectors, and more. In recent years, Anoche has seen its work recognised with numerous international awards.
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MASSIMO DUTTI - AVENIDA DA LIBERDADE 193
OPENING AVENIDA DA LIBERDADE, 193. LIGHTING DESIGN PROJECT ---- THE FACADE The facade lighting project was developed based on the study of the proportion of full and empty space, one of the oldest and most effective instruments when analysing a building. Highly respecting the architectural characteristics of the building to be lit, the main goal was to expand its volume to the maximum, marking the full and empty space of the complex with respect to the crown, and giving maximum projection to the most outstanding architectural details. To carry out a formal analysis of the facade, the Anoche team first detected and differentiated the composition of the building into three fundamental parts: the crown, body and base. Each of these parts fulfil a function and have a visual impact on Avenida da Liberdade, which makes lighting a determining factor to properly view the building.
CROWN
This is the highest part of the facade, visible from a distance and the visual reference of the facade. The lighting helps the black slate roof to appear subtle. A line of light surrounds the crown, tracing the elegant silhouette of the building.
BODY
This is the main part of the building. Here there will be the most movement and from where the store is visible. For the lighting design in this area, a full and empty space study was made highlighting the details and architectural forms that characterise the old palace.
BASE
The base is the part closest to the customer and/or pedestrian. The store area is the protagonist, and the shop windows are the area to be highlighted. Light comes from the inside here, luring and inviting one to enter. At the base, the lighting and the landscaping design have been worked on jointly, providing a differential and enriching point to the visitor’s experience. 64
LIGHTING
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OPENING AVENIDA DA LIBERDADE, 193. LIGHTING DESIGN PROJECT --- NOCTURNAL LIGHTING
The Anoche team’s lighting design is such that when the store closes its doors to the public, the building remains completely lit. The main objective is to maintain the residential and warm character of the house. The entire lighting project responds to the principles of efficiency marked by Massimo Dutti which, in addition to satisfying visual needs and creating healthy, safe and comfortable environments, uses the most appropriate technological resources.
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LIGHTING
EXTERIOR VIEW OF THE BUILDING LIT UP
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APERTOPENING AVENIDA DA LIBERDADE, 193. LIGHTING DESIGN PROJECT --- EXTERIOR LIGHT CUBE
Taking advantage of the comprehensive renovation of the building housing the new flagship store on Avenida da Liberdade, Massimo Dutti has subtly intervened on part of the facade. For the intervention, the brand collaborated with Anoche, specialists in architectural lighting who were also responsible for the interior lighting project. The project developed by Anoche for visibly lighting the glass cube from one of the house’s side facades aims to highlight its structure, adding transparency and lightness. At night, a large spotlight lights up the building, showing visitors the inside of the store thanks to its peculiar geometry. Partial view of the structure that gives shape to the large glass cube rising up from the ground floor of the building to the upper floors. The lighting team’s goal was to add lightness and transparency, in addition to putting a subtle note of contrast between old and modern.
NOCTURNAL LIGHTING OF THE GLASS CUBE
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LIGHTING
NOCTURNAL LIGHTING OF THE GLASS CUBE
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OPENING AVENIDA DA LIBERDADE, 193. LIGHTING DESIGN PROJECT ---- STORE INTERIOR With its image of an old building, the aim of the Anoche team was to achieve adequate lighting for the brand’s commercial needs, all while keeping the residential and warm character. Thus, the priority was to provide direct lighting of the product through a type of functional light. To do so, a study was carried out in order to achieve the best lighting technique to enhance the product. The result was a detail light providing maximum comfort and efficiency. For ambient light, the team opted to place decorative light points at strategic points in the different rooms. The final result is the total integration between the required aesthetic and functional needs.
AERIAL LIGHTING
LIGHTING OF PATHWAYS
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LIGHTING
SPOT LIGHTING
PRODUCT LIGHTING
VIEW OF GENERAL LIGHTING PLAN
LIGHTING BY ROOM
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LIGHTING
OPENING AVENIDA DA LIBERDADE, 193. LIGHTING DESIGN PROJECT, STORE EXTERIOR --- GARDEN AREA
The lighting project of the garden area took into account the spatial and aesthetic relationship of the interior with the exterior. A project was developed to mark the route, following a rhythm in line with the geometry of the space. A lit area with low soft light to give off a feeling of maximum visual comfort.
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OPENING FLAGSHIP STORE MASSIMO DUTTI LISBOA ---- AVENIDA DA LIBERDADE, 193 Massimo Dutti is opening a new flagship store on Lisbon’s historic Avenida da Liberdade in Lisbon. The new store is housed in an old stately residence built in the neoclassical style which has been completely restored, both inside and out. The interior renovation project has seen the participation of a recognised team of professionals such as the Lázaro Rosa Violan studio, responsible for interior design; Anoche for lighting design and Jesús Moraime for landscaping design. The new flagship store has three floors open to the public, featuring the various Massimo Dutti collections. In the basement you can find part of the Women’s Collection; the new perfume collection, Massimo Dutti Scents Collection, in a room of the house’s original kitchen; as well as a changing room area preceded by an anteroom for waiting and resting.
STO RE Floor 0, or the ground floor, houses the Women’s Collection in its entirety, while the Men’s Collection is located on the first floor, with specific areas for the Night, Casual and Tailored collections. On the same floor a space has been set up for accessories in the area of the house’s old turret, as well as a spectacular bookshop in the till area for the display and sale of a selected collection of books about fashion, design and photography by the prestigious German publishing house Taschen.
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MASSIMO DUTTI, APERTURA FLAGSHIP STORE. AVENIDA DA LIBERDADE, 193 ---- LISBOA Massimo Dutti entrusted the interior design project of its new flagship store in Lisbon to the renowned decorator Lázaro Rosa Violán. His work can be seen around the globe, with a recognisable and unmistakable style. An aesthete, versatile artist, he was responsible for giving character to the historic building that houses the new store, a converted old stately home that features the different collections of the brand in its various rooms. Each has been individually designed following an aesthetic in line with the style of the interior designer and the brand’s inherent spirit. The result is an elegant, eclectic and timeless space. A true success.
Born in Tangier to Catalan parents and grandparents, from early childhood he showed a precocious instinct for art. A painter at 8 years old, he observed classes at the academy of Fine Arts, and was raised between Bilbao, Madrid and Barcelona, where he developed a taste early on for the grand homes and places he visited. A trained painter and architect, Lázaro Rosa Violán is the one of the most sought-after Spanish interior designers. “I didn’t study interior design, but architecture, and I specialised in interiors because it didn’t exist in Spain. And I never stopped painting”. He began to make waves as an interior decorator with his first project on the island of Ibiza in 1998, and in 2002 he opened his studio, Contemporain. Since then he has not stopped creating. A traveller by conviction and a decorator by instinct, his style is a mix of everything. His cultural baggage allows him to mix, modify and reinterpret trends from the past and the present. He invited us to his house. An elegant apartment with simple decor of 270 m2 (plus a 300 m2 terrace) in the heart of Barcelona that he himself restored with great care to give it the soul that it bares today. The house occupies the main floor of an art nouveau building, the work of a student of Gaudi. Under stucco ceilings and walls covered with wood and filigree, the architect has created an atmosphere in line with his personality. It is hard to describe Lázaro’s home. But, to put it in one word: unique. “I was looking for a place near my studio. Before I lived and worked in the same space, but we grew so much that it was crazy”, he recalls of his previous home. To enter into the creative universe of Lázaro Rosa Violán is to discover his genius in everything he projects. And like all visionaries, he has been a pioneer in the art of mixing things up, the fruit of his innumerable trips that inspire him so much. He was one of the first to establish the industrial style when hardly anyone had been to the Big Apple. That is why every project that bears his signature is a story reflecting a particular universe endowed with a soul. And although a solid team of professionals works behind the scenes, his fingerprints are always present.
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Many associate his work with the concept of urban archaeology, referring to the ability to recover elements. “Before I went myself in search of things, to demolition sites and other places, but now they come to look for me; they bring them to me and I keep them if I like them. I always find a place for them— things with a certain history lend personality to spaces”. He is praised by everyone for his ability to track, find and recover decorative objects from all corners of the world that he stores visually in his head like a genius until he finds the perfect place in which to give them a new life, a second chance. This ability to see the possibilities in a piece, to reinvent it, is precisely another key aspect to Lázaro’s genius. When asked about the source of his inspiration, his answer is unequivocal: “Art. Art is one of the pillars of our office. I use it like a moodboard. I always focus on art when beginning to think about a project. It’s my jumping off point”. Traveling is in second place. “Traveling, seeing new things, seeing how people live in very different places; I am like a kind of processor that captures everything and then I store it in my head”. On the subject of trends, he is reluctant to admit to being influenced by them: “We have never followed trends; we are in the know, but we have never been conditioned when redecorating a space. For us, it is more important to achieve comfort on a global level; not only on a physical level, but also on a lighting and acoustic level”. And on the possibility of creating them, he responds, “I think we have opened new roads, and we do it because one of the premises that I put forth every time I start a project is not to repeat myself. Each project is unique and done in an original way”.
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FACADE SKETCH - ROSA VIOLAN STUDIO PROJECT
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THE STORE
Massimo Dutti, the international symbol of elegance and quality, launches a new challenge with the opening of its latest flagship store in one of the most emblematic avenues of Lisbon: Avenida da Liberdade. The project, bearing the stamp of exclusivity that characterises the brand, fulfils the task of improving the user experience at the point of sale. A unique project, with needs and values fully understood and respected by the successful Catalan interior designer, all in a location that has also served as an inspiration in itself. Thus, the building becomes the main attraction thanks to its characteristics and dimensions which reflect the city of Lisbon. In fact, during the building’s restoration, all the protected elements that could not be modified and those that give it its particular historical value, as well as the original concept for the space, have been identified and preserved in their original state. The result is a project that integrates a collage of environments and spaces, giving each one their own identity while achieving aesthetic coherence in the complex. Industrial and vintage furniture, with a colour palette characterised by warm, natural tones. Unique pieces that reflect the personality of the decorator, produced in a limited series, always using noble materials and carefully executed with different artisans participating. In the new Massimo Dutti flagship store in Lisbon we wanted to recreate a mixture of environments, a warm atmosphere with elements that fit together and also connect with the philosophy of the brand and its way of doing things�. Inside the new store, both the furniture and the lighting evoke an old stately home. From imposing lamps, a perfumery workshop counter and robust pieces of furniture; to bookshop spaces filled with culture, with design and photography books. The interior design and decor project uses finishes and elements that recall the pure essence of what makes a Lisbon stately home, characterised by its flooring and coverings, different species of wood and tiling, resulting in a cosmopolitan, eclectic and cosy atmosphere.
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THE STORE / FACADE AND EXTERIOR The restoration project that Massimo Dutti has carried out for the opening of its new flagship store makes reference to the conservation and extension project of the Casa Apalaรงada located on Avenida da Liberdade 191 and 193, belonging to the parish of Santo Antรณnio, in Lisbon. It is a property classified as a Property of Public Interest. Avenida da Liberdade, dating back to the mid-eighteenth century, shows an immense diversity in style and the influence of European architectural trends.
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THE STORE / EXTERIOR GLASS CUBE
One of the premises of this renovation was minimal intervention on the historic building. With this in mind, the project includes the incorporation of a lift on the side facade in the form of a large clear glass cube visible from the Avenida da Liberdade, which creates a slight contrast while integrating perfectly with the overall aesthetic of the building.
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THE STORE / SIDE FACADE
All of the building’s facades have windows, with the most detailed being found on the upper floors. They are in a semi-circular arch shape, crowned by a triangular pediment and a stone balcony. The windows, some quite large, have wooden panes and simple glass. It is crowned by a four-pitched sloping roof interrupted by skylights and windows, and is covered with black French-style tiles.
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THE STORE / THE STORE FRONTS
On the south facade we can find five windows, aligned with the existing windows of the upper floors. After the renovation, these windows will house the store front windows. The store windows will also be visible from the inside of the basement through a light band of vegetation and a floor-to-ceiling piece of furniture, behind which a piece of stretched ecru-coloured fabric has been placed, allowing the light to pass through, diffusing it.
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THE STORE / GROUND FLOOR ACCESS ---- WOMEN’S COLLECTION The main entrance is on the corner, at number 193 Avenida da Liberdade, through a main wooden door. This entrance gives direct access to floor 0, which Massimo Dutti has dedicated to the display and sale of its women’s collections. The floor is divided into different rooms individually decorated by the studio, as well as the central staircase that gives access to the other floors of the building.
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THE STORE / FLOOR 0 --- DAY ROOM
DAY ROOM
The main hall on floor 0 is facing the exterior of the Avenida da Liberdade. It is covered by mosaic-type wooden flooring. The roof has different protected elements that have been recovered and lit with a type of central technical lighting arranged to protect the paint. In addition, a decorative light spot has been placed with a piece of Murano glass that emits the type of warm light that it seeks to represent.
MATERIALS
White and natural tones are the common thread throughout this room. Facing gives an elegant appearance to the room, and materials, such as mouldings and metal details, reproduce the aesthetics and style of an old typically neoclassical room.
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DAY ROOM
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THE STORE / FLOOR 0 – MAIN HALL
DAY ROOM
All the interior design details of the main hall on the ground floor come together to consolidate the brand’s identity and the lifestyle that characterises the Massimo Dutti universe. The entire layout of the new flagship store is a model of maximum architectural simplicity.
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THE STORE / FLOOR 0 – FURNITURE
The furniture collection designed for product display in the main hall of the ground floor is a combination of light metal and white oak wood furniture with white fibre cabinets behind.
DAY ROOM
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DAY ROOM
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THE STORE / FLOOR 0 – MOZAMBIQUE ROOM
MOZAMBIQUE ROOM
The title Mozambique, proposed by the studio, references the traveling spirit historically characteristic of Portuguese society. The room houses part of the Women’s Collection; the travel references are made visible through the textures and the finishes of furniture and facings. The Mozambique Room is connected to the main hall through two columns painted white.
MATERIALS
In a nod to nature, this room has an exotic air that is materialised through the use of materials such as wood, textured paper and natural earth tones.
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MOZAMBIQUE ROOM
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MOZAMBIQUE ROOM SKETCH
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THE STORE / FLOOR 0 – MOZAMBIQUE ROOM, FURNITURE
MOZAMBIQUE ROOM
The Mozambique Room has been decorated with a combination of light and metallic-structured furniture with other pieces in oak with a die-cut finish. On the back of these pieces is a surface covered with a thick raffia fabric.
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THE STORE / FLOOR 0 – MOZAMBIQUE ROOM, FURNITURE
View of the finishing of the wooden furniture created exclusively for the store’s interior design project. The result is a die-cut surface that gives a contemporary look.
MOZAMBIQUE ROOM
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MOZAMBIQUE ROOM
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THE STORE / FLOOR 0 – FLOWER ROOM
FLOWER ROOM
The team from the studio named the Flower Room the most picturesque room on the entire floor; it opens up to a charming interior garden. For its decor it went with robust walnut furniture and the walls have been covered with mid-way wainscoting, also made of walnut, and a floral-print textile covering.
MATERIALS
The floral inspiration comes directly from the garden accessed from this room and continues through the printed fabric covering its walls. Walnut wood in a natural tone brings warmth and elegance to the entire room.
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FLOWER ROOM
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THE STORE / FLOOR 0 – FLOWER ROOM, FURNITURE
FLOWER ROOM
The furniture collection designed for product display in the Flower Room on the ground floor is a set made up of a table and low, round benches, made in natural bamboo cane knotted into the shape of a wheat stalk.
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THE STORE / FLOOR 0 – FLOWER ROOM, MAIN PIECE OF FURNITURE
The main piece of furniture decorating the Flower Room is a large walnut wood boiserie designed exclusively for this space in the house. Walnut is one of the most sought after woods in interior design and has very characteristic tones and grain.
FLOWER ROOM
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FLOWER ROOM
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THE STORE / FLOOR 0 – FIREPLACE ROOM
A spectacular fireplace of incalculable historical value presides over one of the main rooms on the ground floor, where the Massimo Dutti Women’s collections are featured. This room corresponds to the house’s original sitting room in which stands the large marble fireplace of incalculable historical value on the opposite wall, facing the garden. It is supported by a beam and two iron columns on floor - 1.
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THE STORE / FLOOR 0 – FIREPLACE ROOM, FURNITURE
FIREPLACE ROOM
The furniture collection designed for product display in the main hall of the ground floor is a combination of light metal and white oak wood furniture with white fibre cabinets behind.
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THE STORE / FLOOR 0 – FIREPLACE ROOM, LAYOUT
All the Massimo Dutti collections displayed in this room are located around the perimeter. The central space is occupied by decorative elements such as a large suspended Murano glass chandelier, a cube-shaped shelf made of golden tubes, a comfortable “confidante” bench and a spectacular rug.
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FIREPLACE ROOM SKETCH
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THE STORE / FLOOR 0 – MAIN TILL
MAIN TILL
The search for exotic environments, the mixture of different cultures and the contrast between traditional and contemporary elements are the aesthetic grounds for this ground-floor room where the till area has been placed. Asian aesthetic was inspired by the Japanese and Chinese colonial past lived by the Portuguese Empire, which serves as the basis for the placement of the till lined in red tiling. The result is a picturesque, comfortable room to finalise a purchase.
MATERIALS
Materials that recreate the Asian aesthetic and are always in tune with nature, such as wood, vibrant-coloured ceramic, mother of pearl and metallic details, give lustre to the whole space. A warm atmosphere, subtly ornate without excess.
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MAIN TILL
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MAIN TILL
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THE STORE / STAIRCASE AND HALL AREA
STAIRCASE AND HALL AREA
From the store entrance, an access point with a longitudinal structure reaching heights through the placement of products and plant details, you can see the large central staircase that connects floor 0 with the upper ones of the building. It is an old recovered semi-circular staircase decorated with plant motifs, typical of the French neoclassical style. The staircase, which leads to the highest point of light (maximum height of the store) has been covered in a rug with a herringbone finish, giving it a stately appearance.
MATERIALS
For the facing of this area of the house, the interior design team opted for wallpaper with a striped finish and textile texture that marks the verticality. These decorative solutions aim to enhance one of the darkest areas of the house, in contrast to the other rooms that receive more natural light.
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STAIRCASE AND HALL AREA
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STAIRCASE AND HALL AREA
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THE STORE / BASEMENT ---- WOMEN’S COLLECTION. PERFUMES’ ROOM – CHANGING ROOMS The basement of the new store houses part of the Women’s Collection; the new perfume collection, Massimo Dutti Scents Collection, in an independent room of the house’s original kitchen; as well as a changing room area preceded by an anteroom for waiting and resting.
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THE STORE / BASEMENT / WOMEN’S COLLECTION. PERFUMES’ ROOM – CHANGING ROOMS
SALA PRINCIPAL
For the decor of the basement’s main room, the interior design team took original elements into account, such as the black and white tile floor which has dictated the aesthetic of the whole space. Black and white are the main colours, creating a contrast with shades such as the green that dominates the plant motifs covering one of the walls.
MATERIALS
White, black and earth tones dominate the room’s palette. Stucco that imitates classic masonry covers some of the main walls, while on others, paint plays an important part. Vegetation also plays a main role on this floor.
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MAIN BASEMENT ROOM SKETCH
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THE STORE / BASEMENT – WOMEN’S COLLECTION
BASEMENT
A type of stucco that imitates classic masonry plays an important part in the decor and feel of this floor of the building. An essential resource that not only dresses the walls but transforms them, showing off an interesting artistic dimension. The interior design team has decided to include a wall made of natural green plants, also visible from the outside through the store windows. A print that “freshens up” the ambience while giving a touch of classic elegance.
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THE STORE / BASEMENT – WOMEN’S COLLECTION
Once again the combination of wood and metal plays an important role in this area’s furniture design. The main area of the floor is used for the sale of the Women’s Collection. Therefore, painted wooden furniture and metallic structures serve to display the products clearly, as well as the spot lighting focused on them with the aim of showing all of their detail.
BASEMENT
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BASEMENT
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THE STORE / BASEMENT – PERFUMES’ ROOM
SALA PERFUMES
One of the independent rooms in the basement that used to house the original kitchen is being used for the display and sale of the new perfume collection, Massimo Dutti Scents Collection. An exquisite enclosed space in good taste, with an atmosphere laced with alchemy and a laboratory feel. The lighting design team has worked hard to achieve a precise, direct type of light for the product and the display furniture, also designed ad hoc to the aesthetics of space.
MATERIALS
In this room of the house, the interior design team respected the original facing and flooring of the building as much as possible. Therefore, any materials that have been added to the decor of the room have been meticulously selected and strictly follow the aesthetic line of the originals.
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SALA PERFUMES
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THE STORE / BASEMENT – CHANGING ROOM AREA
CHANGING ROOM AREA
At one end of the floor is the changing room area preceded by an anteroom for waiting and resting. Behind it, you can find the actual changing rooms, subject to the technology implementation project that Massimo Dutti is carrying out in its stores. This involves interactive changing rooms in which the clothes are scanned and appear automatically on a screen where information on the garments chosen may be consulted or a different size may be requested from the changing room itself.
MATERIALS
For the area’s decor, staying true to the premise of providing warmth and a residential feel to the whole house, the interior design team opted for pieces of furniture and textiles that add comfort, elegance and exclusivity to the general ambience. Wood, ceramics, painted wallpaper and natural-fibre fabrics give a subtle colonial feel.
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CHANGING ROOM AREA
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ANTEROOM AND CHANGING ROOM AREA SKETCH - BASEMENT
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FLOOR 1 ---- MEN’S COLLECTION The first floor houses the entire Men’s Collection. The floor is divided into different rooms (like the ground floor), individually decorated by studio to feature the different lines. The interior design of this floor gives off a feel of exclusivity and elegance thanks to the selection of noble materials and personalised furniture that recreate the brand’s philosophy to the utmost degree.
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FLOOR 1 / MEN’S COLLECTION – ACCESSORIES AREA
ACCESSORIES AREA
The turret of the original house has been converted into a room used for the sale of accessories. To this end, the walls have been covered with cork and the interior design team designed exclusive furniture that recreates old luggage pieces with strap closures, as a reference to the traveling spirit characterising Portuguese society. White burlap curtains, a thick and resistant fabric, have been placed in the windows, together with delicate lace curtains.
MATERIALS
Cork is the most notable material chosen for the decor of this room. Cork is a 100% natural material and does not require that the tree be cut, since it is the bark that is used, which is regenerated. Therefore we are using a particularly ecological and renewable material.
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ACCESSORIES AREA
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FLOOR 1 / MEN’S COLLECTION – TAILORING ROOM
TAILORING ROOM
The room used for the Tailored Collection, presided over by a large work table, perfectly recreates the atmosphere of a tailoring workshop. The room, decorated in soft natural tones, has retained the original structure; its high ceilings, wooden floors, and layout offer the customer an intimate atmosphere where every corner, down to the details, is aimed at recreating the warmth of an old tailor shop.
MATERIALS
The decor project of this room is based on wood and linen. A space that transports us to the past through typical pieces of unusual beauty that bring to mind one of the most traditional trades in the history of fashion: tailoring.
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FLOOR 1 / MEN’S COLLECTION – NIGHT ROOM
NIGHT ROOM
The Night Room is the name given to the room housing Massimo Dutti’s Night Collection. For its decor, very dark tones have been selected, such as graphite grey for the walls, in contrast to the snow white ceiling. White also gives colour to the furniture displaying the products in this room in which a large old restored billiards table is the main event.
MATERIALS
Wood is once again used as the main feature in this room where the mouldings are especially relevant. Mouldings are a characteristic classic decorative feature and very present in old stately homes. In this case, the smooth batten mouldings painted in deep colours add elegance.
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FLOOR 1 / MEN’S COLLECTION – RUG
NIGHT ROOM
spectacular rug with pleasing colours and motifs stands in the central area, adding a feel of subtle elegance. Rugs are undoubtedly the best solution to delimit spaces within the same room. In addition, they are not only an aesthetic element, but they also provide warmth to the environment and make the room more comfortable.
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FLOOR 1 / MEN’S COLLECTION – BILLIARDS TABLE
In order to fulfil one of the main objectives of the interior design team, to maintain the original residential character of the house which has today been converted into a store, the placement of pieces with a certain character in determined and strategic points has been fundamental. In the case of the Night Room, an old wooden billiards table adds a playful and casual feel to the stately environment.
NIGHT ROOM
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FLOOR 1 / MEN’S COLLECTION – CASUAL ROOM
CASUAL ROOM
Minimalism prevails in this room, which houses Massimo Dutti’s most casual collection for men. White dovetail wood walls (dovetail is widely used to give a natural effect to the finishes of interior facings) and natural oak cabinets with white linen-covered backs line the room, with a large, brightly-printed central rug and a spectacular ceiling lamp adding a touch of discreet luxury to the room. The result is a space with a more relaxed atmosphere, in total harmony with the featured collection.
MATERIALS
Oak serves as a common thread throughout the room. Oak is one of the woods most used in interior design thanks to its strength and durability. As for the textiles, light and fresh fabrics were selected, such as a natural fibre mesh that covers the interior of the white-painted furniture.
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CASUAL ROOM
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FLOOR 1 / MEN’S COLLECTION. TILL AREA – BOOKSHOP
TILL AREA
The search for exotic environments, the mixture of different cultures and the contrast between traditional and contemporary elements are the aesthetic grounds for this room where the till area has been placed. With the aim of creating a small corner with an intimate atmosphere, unique pieces have been chosen, such as the large Asian-inspired wardrobe in the background and small pieces of furniture that create a stripped-down and very elegant style.
BOOKSHOP SPACE
The new flagship store in Lisbon surprises visitors with the presence of a bookshop that includes carefully selected titles from the prestigious German publishing house Taschen. This initiative fulfils a proposal that Massimo Dutti undertook in the opening of its most recent emblematic stores, and whose aim is to offer new unique and exclusive shopping experiences in a cosy atmosphere
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TILL AREA
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TILL AREA SKETCH - FLOOR 1 - ROSA VIOLAN STUDIO PROJECT
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OPENING AVENIDA DA LIBERDADE, 193 – LANDSCAPING PROJECT The intervention by Jesús Moraime, renowned Spanish landscape designer, in the new Lisbon Massimo Dutti location meets two objectives: to bring the botanical world closer to the inhabitants of Lisbon and to translate different functional and evocative ideas into his project. The concentric and radial layout of the garden beds on the existing protected parterres as an integral part of the palace complex references Portugal’s colonial expansion around the world. A chromatic rainbow, distorted in its earthly form and far from the heavenly idealisation, shapes the heart of the project. The tropical species used in the perimeter areas to the concentric layout, as well as at the access points and on the lower floor are a nod to the colonial ambience, also present in the store’s interior design project. In addition to the use of tropical species, there are others that are highly tactile and chromatic, bringing to mind weaving and thread patterns inherent to the textile sector. Nature in the urban environment and an exotic evocation of fabric textures are the conceptual basis of Jesús Moraime’s studio’s landscape project for Massimo Dutti in Lisbon.
JESÚS MORAIME
Landscape designer (the Castillo de Batres School), artist and multifaceted entrepreneur. With twenty-five years of professional experience, he has designed garden and landscaping projects both in urban environments and in the countryside, paying special attention to the presence of water, order in the layout and the richness of planting. His talent stands out when it comes to achieving a balance between architecture and the landscape, spatial fragmentation, the use of water and his vast knowledge of Iberian vegetation. He defines his work as “Architecture of the Green”. One of his most notable attributes is his interest in the history of gardens, which has led him to become involved in the conservation, rehabilitation and expansion of historic gardens. His knowledge regarding the gardening tradition has brought him to the world of teaching, giving courses on the History of the Garden and visiting the most important gardens in the world.
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His special connection to photography has taken shape in two editorial projects, Pabellon Dahka, on the work of the American artist Dan Graham, and Jardins de Lisboa, a collection of nine small monographic books on many other gardens in the city of Lisbon. His interest in country living and cultural landscapes led him to raise Cachena cattle and to build a series of country houses to rent out in the Extremadura region of La Vera. In 2007 he started down a path of restoring historic buildings in Portugal for hotel purposes which materialised in 2011 with the opening of a charming apartment building in central Lisbon. His work has been featured in several exhibitions in Madrid and Lisbon.
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VIEW OF ACCESS RAMP - SIDE FACADE - AVENIDA DA LIBERDADE
Partial view of the access area to the new flagship store from the side facade of Avenida da Liberdade. The sides of the ramp that give access from the street to the lift in the large glass cube and inside the store have been decorated with tropical plant species, the same ones chosen by the landscaping team for the rest of the store.
ANTEPROYECTO DE PAISAJISMO PARA MASSIMO DUTTI AVENIDA DA LIBERDADE LISBOA ACCESO LATERAL ALZADOS LISBOA ABRIL 2018
LANDSCAPING
PAISAJISTA: JESUS MORAIME
MACETEROS Y PLANTACION
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LANDSCAPING
VIEW OF EXTERIOR LANDSCAPE PROJECT
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OPENING FLAGSHIP STORE MASSIMO DUTTI – LISBOA AVENIDA DA LIBERDADE 193 ---- EFFICIENCY PROJECT Following an exhaustive restoration, the new flagship store follows a highly advanced model of sustainability and eco efficiency that represents the visible face of the brand’s commitment to environmental sustainability. Of the measures taken by the brand to make its stores eco efficient, it is important to note the use of cutting-edge technology to reduce water and energy consumption without affecting the customer experience. Priority is given to recycled and reusable materials, locally sourced and with low energy consumption. In addition, the architectural and environmental departments at Massimo Dutti place great importance on the location of the stores and how these interact with their surroundings, as well as possible access via public transport.
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WATER EFFICIENCY
SUSTAINABLE SITES
ENREGY & ATMOSPHERE
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MATERIALS & RESOURCES
INDOOR ENVIRONMENTAL QUALITY
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Avenida da Liberdade 193 é um livro editado por Massimo Dutti Overall Project Massimo Dutti Editor Marta R Hidalgo Direção de arte Ana Mirats Studio Fotografia Gustavo Figueiredo Barcelona 2018
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