EL UNIVERSO DE VALERIA

EL UNIVERSO DE VALERIA

Architect
Simona Garufi Architects
Location
Plaza de Canalejas, 3, Madrid, Spain | View Map
Project Year
2021
Category
Exhibitions
Imagen subliminal

“El Universo de Valeria” project for Netflix en casa Decor 2021

Simona Garufi Architects as Architects

"Valeria" is a series produced by Netflix that premiered in 2020; set in Madrid is based on the novel by Elisabet Benavent "In Valeria's shoes".

The project carried out by the 56th edition of Casa Decor is a fusion of the worlds of the protagonist, using on the one hand the original set adapted and reinvented for the occasion and looking for the soul of the series through a clean intervention, careful in the details.

photo_credit Imagen subliminal
Imagen subliminal

A tribute to the energy and vitality of "Madriz" which is an experience that opens up to the visitor and invites them to enter a setting that constantly plays between reality and fiction.

When Netflix asked me to create Valeria's Universe, I was very clear that the inner dimension of the character had to be present.

photo_credit Alfredo Arias
Alfredo Arias

The question was: how to recreate the original homely spirit of the set without falling for the copy of the original?

And how to give life to the "outside" world (Madrid) that is another protagonist of the series, maintaining coherence between the two spaces?

photo_credit Luis Hevia
Luis Hevia

The architectural design and overall concept have been the answer I was looking for.

In the living room part, the stage opens to the visitor inviting them to enter, in an explosion of walls and ceiling that lets out Valeria's millennial pink soul. Here the original decoration lives another life, close to the visitor who manages to breathe the home spirit.

The original materials, furniture and props come from an apparently “real” dimension of the house, which is seen on screen, to adapt to a fictional space, sublimating the scenography.

photo_credit Luis Hevia
Luis Hevia

The outer part of the Valeria Universe with its vintage deco style blends in perfectly with the previous one.

A modern Madrid that returns on screen and becomes the protagonist can now be lived in Casa Decor, with its colors, the nods to the bars seen in the series, (Frida or the Sala Equis), polyurethane panels that imitate the brick or tile of the Panespol brand that dress the walls giving it a New York air, highlighting the original carpentry of the building, to a map that I created for the occasion illustrating the 18 sites where the first season was recorded.

photo_credit Luis Hevia
Luis Hevia

Here in a wonderful corner (a very original bow window) I have designed a round sofa with its pouf that together recall a semicolon, well, Valeria is a novel by Elisabet Benavent.

The neon lights (Madriz, the most photographed during the expo) together with the design of the suspended lamp by Peralta Vidavi complete this second space with elements, objects that are a declaration of intentions.

photo_credit Alfredo Arias
Alfredo Arias

The intervention is completed by an effective play of light created by Simon Electric that simulates the day: through the Scena system, all the lights in the two spaces are controlled together with a light window created ad hoc and placed next to the living room. Six different scenarios with different combinations of light in terms of color and intensity change in a few minutes with the intention of taking the visitor to enjoy a whole day with Valeria.

In general, the soul of "Madriz" is presented at Casa Decor through a decoration between the industrial and the vintage-deco that evokes the atmosphere of the series. A very millennial trend where this emerging generation can feel identified, without the need for great financial resources.

photo_credit Alfredo Arias
Alfredo Arias

A graphic part that has been created ad hoc for merchandising completes the project.

Valeria's route is a map, also created for Valeria's Universe, fully illustrated with the 18 sites where the first season was recorded.

photo_credit Luis Hevia
Luis Hevia

 

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