Silver Deer, flagship store designed by MATERIA

Mexican firm MATERIA founded by the architect Gustavo Carmona has designed a retail space whose interior design reinterprets a forest and its seasonal changes, in keeping with the brand.


The interior design of retail spaces plays a fundamental role in the narrative of a brand. The architectGustavo Carmona, director of Mexican studioMATERIA arquitectura, took the opportunity to design the new Silver Deer flagship store in Polanco, Mexico City to craft a container that already from the outside sets up anempathetic connectionwith customers.
The store stands out in the district's urban context because it presents with a facade featuring bold, geometric lines, whosecontemporary, clean languagehints at the mix of materials used inside, with exposed brick, white plaster, wood and glass.
To reference the brand name, Gustavo Carmona plays with themetaphor of the forest and the treesrecreated as elegant but light wood structures mounted on the walls and used to display the products.
Glass, wood, bricks, stone and metal - air, earth, water and fire - the flagship store is like asmall microcosmwith different rooms for customers, including the shoe lounge, the “grooming area”, the Patio Lounge, the Travel Mezzanine and VIP room. Each item was crafted by MATERIA with great mastery and artisan know-how to compose a balanced architectural narrative of the Silver Deer values.

Christiane Bürklein

Project: Gustavo Carmona,MATERIA
Location: Mexico City, MX
Year: 2016
Images: courtesy of MATERIA