90 Fabric Street

在展会中，工作、商务、销售与人脉固然重要，但喝酒也是不可或缺的一部分。马德里的 Cprint! 展会也不例外。而如果你要“推销”的正是 Endutex 生产的媒介材料在餐饮与零售空间内饰中的适用性，那么将传统的开放式、企业化展台改造成一家传统而精致的爱尔兰酒吧，并融入当地温暖与色彩，再用当下最流行的室内设计材料、图案与趋势加以调味，岂不恰到好处？

Egue y Seta 的设计团队认为这值得一试，完工后他们举杯庆祝。这次挑战是双重的：一方面，Endutex 的媒介材料需要以“原始”状态展示（未印刷），同时也要展示其应用版本，让墨水“泼洒”在酒吧内外；另一方面，需要创建不同的分区，用于大型打印机的展示与操作，以及公众的细心个性化接待。

最终，室内空间被精心复刻为当代餐饮空间，而室外则处理为城市风貌：模仿低矮门面，带有开口、建筑与植物冠饰，以及人行道和户外露台等相邻公共空间。所有这些都笼罩在“陈旧的蒸汽朋克装饰艺术”或“高级盖茨比工业风格”的美学伞下，其中“闪耀的”并非黄金，而是金色油墨，主导原材料则是发酵已久的像素。在这里，醉（于图像）从未如此无害，宿醉也如此轻微。

为了避免视觉混乱，团队决定避免图案与纹理的随意混合，而是将花卉印花与天然纤维、皮革、瓷砖、铺路石和砖块搭配，这些材料的自然色彩在由深黑色饰面与金色闪光交替涂覆的细木工、线条、檐口、踢脚板和壁柱构成的室内建筑中脱颖而出。空间命名“90 Fabric Street”既呼应了产品的纺织特性，又指向展位号码，并为这个虚构品牌建立了一套清晰的品牌视觉系统。这些品牌标识仅由优雅的衬线与无衬线字体对话构成，采用哑光黑或金属金，从窗户、立面雨篷、横幅以及户外露台上用作鸡尾酒桌的实心橡木桶上吸引着访客的注意。

想再来一轮吗？我们也想，但时间已晚。让我们相约下一届马德里 Cprint!，证明喝酒虽不能解决问题，但工作有时也能像与朋友喝上几杯一样享受。

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Let’s face it, at fairs you work, you do business, sales and contacts, but you also do your fair share of drinking. And while Madrid´s edition of Cprint! could hardly be targeted as the abstemious exception to that rule, if, on top of that, what you intend to “sell” is precisely the suitability of the media manufactured by Endutex for the interior decoration of dining facilities and retail spaces, would it not be just right to recycle the typical stand, generally an open and strictly corporate showroom, into a traditional but sophisticated Irish Pub acclimatized to the local warmth and colour, while season it all up with the look & feel of the materials, patterns and trends of the greatest actuality when it comes to interior design?

In Egue and Seta, we thought it was well worth a shot, and once done, we toasted! If you want to “taste” the result, come in, raise your glass and say Cheers! The challenge this time was double (and “on the rocks”) in many ways. On the one hand, Endutex´s media needed to be shown “in raw” (not printed), while they should also be displayed in their applied version, literally splashing with ink both interior and exterior of this bar. On the other hand, different segregated areas should be created for the display and operation of large format printing machines, and others dedicated to the careful and personalized attention of the public.

Finally, the interior of a contemporary restoration space should be closely recreated, while the exterior should be treated as one of an urban nature: mimicking low-profile façades, with their openings, architectural and vegetable coronations; and their adjacent public spaces in the shape of sidewalks and outdoor terraces. All of the above under the “aesthetic umbrella” of an aged steampunk Art Deco or a high-ranked Gatsby Industrial style, in which “everything that shines” is never gold but golden ink, and the predominant raw material is a very long fermentation pixel. Getting drunk (on images in this case) was never so innocuous or the hangover so mild.

However, in order to avoid any possible visual poisoning, it was decided to flee from the indiscriminate mixing of patterns and textures, preferring to “pair” floral prints with natural fibbers, leather, tiles, paving stone and bricks whose natural colour would outstand over an interior architecture composed of joinery, mouldings, cornices, baseboards and pilasters coated in a deep black shade alternating with golden glitter. On the other hand, the “naming” of the space, which appealing both to the textile nature of the product and to the number of the Stand ended up sounding like “90 Fabric Street”, established a clear set of branding guidelines for the corporate image system especially designed for the fictional brand.

Such branding signs, consisting solely on an elegant typographic dialogue between serif and sans serif fonts in matte black or metallic gold called the attention of visitors from over the windows, the façade marquees, the banderols or from the solid oak barrels that on the outside terraces served as small cocktail tables useful in this case for quite informal but productive meetings. Fancy another round? Us too, but it’s rather late. So let´s say will be there waiting for you at Madrid Cprint!´s next edition to prove that while drinking does not solve your problems, work can sometimes be enjoyed as much as pint or two with the pals!

Design: Egue y Seta Photography: VICUGO FOTO

Furniture manufacturer for the residential sector, hotels and palaces