Paulo Merlini : Boulangerie à Porto

The architecture firm Paulo Merlini created the interior of a bakery in Porto. 3 in separate spaces with different atmospheres, the point of sale turns into zones of shares that adapt to the moods of the customers.

The architects have designed this bakery by standing in the shoes of the consumer, whether alone or with friends, he wants to socialize or read a book, the different spaces bend to his wishes to offer him a phase with its environment aspirations of the moment. Following a sociological study, Paulo Merlini found that the brightness was a key factor to attract customers and invite them to push the door of a shop. Thus, there was light at the center of reflection and used as the main attraction. The structure of the ceiling is also an important point that has emerged from this analysis of consumer behavior, it has been the subject of special attention. A second skin dresses made of a repetition of white wooden slats and undulating in places that rhythm space.

On this project, Paulo Merlini says:

"Before designing this project we've visited and similar spaces Analyzed --other try trying to find errors Some That Could be corrected. We found out That a basic error Being Committed Was That MOST of These services HAD only one kind of space. This design attitude ignored the variation of mood one fells During the day, gold-even if he walks there alone or with friends, needs a place to read a book or just wants to socialize.

So, to bridge this flaw, we created three different environments so que la costumer can select the space That Fits better to his or her mood, Rather than to-have adapted Itself to year Imposing environment. This Way We provide a more emphatic place and consequently amplify three times the sales potential.

But a customer isn't one till he gets in. How Could We _him_ get inside?

In a metropolitan style of life, everyday people deal with millions of inputs, like Billboards, Signs, People, Cars.etc..The way the brain deals with this information is to send excessive MOST of it to the unconscious mind, releasing the conscious from the excessive information. As one moves throw the city the brain captures the information around and gathers all the similar inputs Creating a mental "scenario" that, based on Predictability is Perceived by the unconscious mind, releasing the conscious to all variable inputs That he experiences outside That scenario. This is a surviving system That We inherited from the savanna era, so That if for example, a predator Moved entre les trees weekend, without HAVING to consciously capture every bit of information around, one Could Perceive the movement and react to protect is own life .

Joining to this line of thought The Known fact That 70% Of Those inputs are visual, and That humans as Many animals-have an attraction to light, we Knew That We Had to create an input That Could Distinguish Itself from the rest of the city scenario in Such a way That It Could activate the conscious perception, guarantying That People Would notice and fell Attracted to it. For That we've used light as the attraction hand. We've Studied the approximation of the watch to the space and Realized que la MOST visually plane falling from the ceiling and the exterior Was so, we Focused On That.

In our studies we aussi Realized que le use of live light tend to heat up the space and create shadowed corners turning space into uninviting places and That, in an auditory approach, the excessive noise Mainly resulting and of the reverberating sound Was not Being Properly solved. So, to solve problems thesis we Knew We had to break the sound waves and refract the light. And so We Did, by Creating a second ceiling That results from the repetition of wooden stripes, we found a system That Could solve the two problems in a row.

In our research we've found Studies That Prove que la presence of color and forms That Actually Makes alike are food people hungrier. So to get that input on the users, we've picked the twenty most wanted products of the bakery and based on a pattern of global identification we found a middle tone and Applied it on the walls. On the formal approach, we made the ceiling "melt" in some point to make it look like a cake topping.

We also Proposed a new logo to the client, and designed the space Partially based on it. The wooden stripes throw down two of the walls Creating an effect That Directly dialogs with the consumer. When one moves throw realizes That space Some hidden forms start to Appear on the walls. Those forms are an abstraction of the Proposed logo. The intention is to unconsciously Reinforce the image of the firm in one's mind.

We like to think our interventions have positive manipulation of the human brain. Such As we focus on positive Giving inputs to all the five senses (when possible) so That We can alter ones homeostatic level, and as result make people fell happier. "

Photographs: Joao Morgado - Architecture Photography

For more information, visit the website Paulo Merlini.

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