Cloud&Co. is an artisanal gelato shop located in Msheireb Downtown, Doha. The interior design project developed by Futura Creative Studio uses the contrast between blue and pink to create an immersive environment inspired by the perceptual geometries of Maurits Cornelis Escher.
Colour organises the space through the contrast between blue and pink
The project organises the gelato shop into two main areas: the entrance with the counter and the seating room with tables and chairs. The separation between the areas is defined both by the architectural threshold of the arched colonnade and by the use of two distinct colours.
Blue characterises the entrance area, while pink identifies the room dedicated to consumption. The colours are applied uniformly to floors and walls, creating two monochromatic environments connected by a coherent visual language.
The project recalls Escher’s perceptual geometries
The interiors of Cloud&Co. are inspired by the drawings of Dutch graphic artist Maurits Cornelis Escher, known for visual constructions based on distorted realities, optical illusions and perceptual variations.
The reference to Escher is translated into a highly graphic space, where colour, architecture and perspective contribute to a distinctive visual experience.
Counter, lighting and details emphasise the graphic character of the interiors
The volume of the counter introduces a material variation within the environment. The terrazzo finish interrupts the continuity of the total blue and creates a functional and visual focal point in the entrance area.
Lighting and accessories complete the composition, emphasising the contours of the interiors and strengthening the scenographic character of the gelato shop. The result is a space designed to be immediately readable, photographable and consistent with the brand identity.
Cloud&Co. transforms the gelato shop into a space between design and visual imagination
Futura Creative Studio, based in Mexico City, was founded in 2008 with the aim of transforming traditional design through the creation of distinctly artificial environments.
At Cloud&Co., colour becomes a design tool that defines perception, atmosphere and spatial identity. Monochromatic surfaces, architectural geometries and material details contribute to an environment that brings together interior design and visual communication.
Location: Doha, Qatar
Design: Futura Creative Studio
Photos courtesy: Futura Creative Studio
by AN Shopfitting Magazine no.163 ©