culdesac combines neon and yellow wool for the 'instagrammable' pewter store in valencia

culdesac taps into the current trend of ‘instagrammable’ retail spaces with the design of pewter, a sportswear firm’s flagship store in the heart of gandía, valencia. merging urban and technological sensations, the store intends to be an extension of the pedestrian street in front of it, provoking passersby with a neon sign that invites them to ‘take pics and break the internet’.

all images by david zarzoso

culdesac‘s creative team has developed a comprehensive strategy that encompasses concept creation, design, execution, branding, and communication to reach pewter’s target audience of generations Y and Z. once inside, the orthogonality of the space disappears through a system of panels that fences the store’s perimeter and generates the interior route. this fence is completed with flat metallic tramex plates, transparent or yellow polycarbonate, translucent PVC slats, and campaign or communication elements, adding to the dynamic feel of the space.

metallic latticework on the walls is used to display products, while ticker LEDs with moving texts wrap and accompany customers throughout their tour in the store. large prefabricated concrete slabs are used to cover the floor, while the entire space rests under a roof of yellow rock wool (the brand’s corporate color) enhanced through a grid of LED tubes. the graphic identity invades every corner and reaches up to the design of the pewter bag, which stands as an icon of the store.

strips and sockets play a leading role in the space, leaving the cables as part of the interior design to further define the brand’s personality as spontaneous and real. ‘giving visibility to everything that has up till now been hidden, is part of the brand’s identity,’ explains borja berna, creative director at culdesac custom. ‘not everything has to be integrated, embedded, measured. we prefer the spontaneous, the natural. we shed these complexes and reflect it in all the aspects of the brand: interior design, graphic identity and communication.’