El Moro / Cadena Concept Design

El Moro / Cadena Concept Design - ChairEl Moro / Cadena Concept Design - Table, Chair, WindowsEl Moro / Cadena Concept Design - Chair, TableEl Moro / Cadena Concept Design - Table, Chair, Windows, FacadeEl Moro / Cadena Concept Design - More Images+ 16

  • Concept And Brand Experience: Cadena Concept Design
  • Art Director: Ignacio Cadena
  • Achitecture: Ignacio Cadena, Alejandro Peña, Constantina de la Garza, Alfredo González
  • Interior Design: Ignacio Cadena, Alejandro Peña
  • Graphic Languages: Jay Castruita, Luis Medellín
  • City: Ciudad de México
  • Country: Mexico
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El Moro / Cadena Concept Design - Windows, Chair, Table, Facade
© Moritz Bernoully

Text description provided by the architects. El MORO® has been one of the most popular images of daily life in Mexico City since 1935, enthralling different audiences due to its unrepeatable authenticity and rich flavor which offers the best hot chocolate and churros in the country's capital.

El Moro / Cadena Concept Design - Image 7 of 21
© Moritz Bernoully

Understanding their family values and history in order to merge and input them into a new strategic vision, was the guiding principle in this project. Classic wall tiles became the main source of inspiration, along with stained glass windows and products that have set El MORO® apart and delighted its customers for generations. 

Floor Plan

The new graphic system takes into account the figurative relation between such elements and proposes a simplification in form, taking them to their minimalist expression to retain its essence but with a fresher and dynamic form.

El Moro / Cadena Concept Design - Chair, Table
© Moritz Bernoully

This new take on graphism translates into endless compositional possibilities that apply significantly to the brand’s identity, communication, architecture and interiorism.

El Moro / Cadena Concept Design - Image 5 of 21
© Moritz Bernoully

The chromatic palette, born from the unmistakeable mosaics that gave the brand its personality, are contrasted with a white hue inspired by sugar.

Section 2

Language and furniture align forming a unique expression, reminiscent of the Golden Age in Mexico when an Art Deco style dominated the city’s poster ads, movies, fonts and architecture providing sufficient graphic elements, symbols and even communication through different artistic means.

El Moro / Cadena Concept Design - Chair, Windows, Facade
© Moritz Bernoully

Thus, creating a new integrated concept that emotionally connects people today with the collective subconscious in a new brand experience, which projects the true DNA of El MORO®.

El Moro / Cadena Concept Design - Chair
© Moritz Bernoully

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Project location

Address:Río Lerma, Ciudad de México, D.F., Mexico

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Location to be used only as a reference. It could indicate city/country but not exact address.
About this office
Cite: "El Moro / Cadena Concept Design" 14 Feb 2016. ArchDaily. Accessed . <https://www.archdaily.com/782065/el-moro-cadena-plus-asociados> ISSN 0719-8884

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