MASÓ Fresc i de proximitat | Laura Strada

“Create a warm space that brings us back the idea of ​​artisanal and traditional elaboration of the butcher shops of yesteryear where quality, transparency in the processes and visibility in the elaboration are essential requirements”.

This is the common thread that guides this new project by the Strada Interiors studio: the 6th butcher shop of the Masó family, located in the historic center of the Barcelona town of Vilafranca del Penedés.

The new establishment has been designed as a multipurpose space, where you can not only buy but also see how some products are prepared. These activities take place in an old venue in a square in the old town surrounded by porches that take center stage.

Inside, to soften this aesthetic and enhance its charismatic essence, it was decided to integrate the texture of raffia and wood in the ceilings and furniture under a black floor that gives the main role to the product and, at the same time, makes it stand out.

To achieve the desired "transparency" and give visibility to the premises as a design philosophy, it has been visually connected with the perimeter windows of the secondary street with graphic elements and mint green "Alicante" type shutters that are repeated as a hallmark of identity of the establishment with the desire to capture the attention of passers-by.

Inside the premises, the meat counters are placed irregularly around the perimeter and are covered with different traditional materials such as hydraulic tile and wood, leaving corridors to circulate recalling the old markets.

The showcases lined with wooden chopsticks mark the contrast of the black of the floor with the red of the meat and provide warmth.

The lighting through punctual spotlights highlights the product and the intense textures of the walls. Above the displays, a sequence of industrial-style fluorescent lamps prints rhythm to the space, providing the same green mind as the shutters on the façade.

In a nod to the past, old raffia elements hang on the walls following the concept of making artisanal products without additives of the Masó brand.