Sentéz is an Argentine brand dedicated to the craftsmanship of leather goods; a product designed as an artistic and avant-garde object, produced with excellence and technique stemming from its roots in the profession. Located in the emblematic Patio Bullrich, the project is a concept store, reflecting the identity of the brand: daring, strong, and forward thinking. It reinterprets the utilitarian and exhibits it as a contemporary ornament, subscribing to the quirk of beauty and its symbolic aesthetic contribution.
Established paradigms are expanded, and conventional thinking is distorted. A behavior deeply rooted in the essence of the brand: deconstruction and construction. Following this logic, the traditional store layout is reversed. What touches the ground will inhabit the ceiling. The utilitarian object - bag - moves to acquire the quality of an ornamental element, a piece that elaborates the artistic composition. Through the deconstruction of the canon of the traditional commercial store layout, the functional space dedicated to product display is freed to make way for the new protagonist, the user experience.
With the new norm established, the project essentially operates with two components. Encased in a neutral envelope, the “disruptive device” is the piece that reconfigures the space. Fundamentally, it is a metal staircase - a utilitarian element with a new sculptural interpretation - that connects the floor and ceiling, exhibiting the handbags on both sides. As this element is introduced into the room, the model is overturned, the perspective is affected, and the Sentéz object undergoes its symbolic displacement.
On the other hand, the “neo-landscape” acknowledges that there is a change in the physical norm of the space and proposes a solution to the new scenario. As a result of the inverted scheme, a fictitious vegetation develops, with an aesthetic that directly refers to a digital-virtual ecosystem. A scene is generated that walks through the floor, wall, and ceiling, materialized in fluorescent yellow hair in the form of amoebas, spheres, and metallic ribbons. This artistic intervention directly interacts with the sculpture and serves as a space for contemplation, recreation, or a portion of virtual terrain made material.
The project transforms the commercial space into a living canvas. An experimental installation where a surrealistic scenario is generated, providing a symbolic contribution to all its elements. The design invites the public to immerse themselves in a unique aesthetic and sensory experience, where function and form are linked in an innovative and provocative dialogue.
