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The table is set! Whenever you try to create a brand from scratch, to corporatize, beautify or modernize a concept traditionally associated to low costs and immediacy, as it is the case with take away food retail, there´s always the latent risk of snatching at the same time the personal aura, the crafty feeling and the accesible appeal this type of commercial establishments usually have. Therefore, the operation of transforming a former basement garage, in downtown Sabadell, into a catwalk for "Haute Cuisine Pret-a- Porter" was evidently raised from the very begining as a major challenge that nendeed to harmonize all contradictions that such merger of concepts arose, while space distribution and overall branding needed to fullfill the needs of two quite distinct activities, address two different audiences, and promote, simultaneously, two ways of consuming high-class catering and low cost gourmet dinners. View more View full description
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