Header: Jaime Navarro
TANE, the Mexican luxury house of silver jewelry and objects with an extensive history going back over 8 decades, is known for its unique visual language. The company, whose identity is deeply rooted in craft, hired MATERIA design studio, led by Gustavo Carmona, to design a new spatial concept for its store. The new design marks a strategic evolution for TANE, aligning it with the language of contemporary luxury through clarity, precision, and a renewed sense of sophistication.
Beyond Mexican cultural references
Instead of relying on explicit cultural references, MATERIA opted for grounded architectural language. A more nuanced approach employs materials, proportions, and atmosphere to shape the final appearance of the space. The shift from national symbolism to a more refined expression expands the perception of the brand beyond spatial narratives.
TANE Heart
As its name suggests, “TANE Heart” is the central element of the project that influences both the conceptual framework and spatial sequences. “TANE Heart” is a unifying element that connects the brand’s diverse collections. The company’s trademark red hues dominate the space, softened with natural wood tones and variations.
Material was selected through a meticulous exploration of contrast and precision. The layered environment is created through the juxtaposition of solid tactile elements and lighter ephemeral surfaces. Within the design, silver objects take on a role beyond a mere product. In an interplay between light and matter, the silverware becomes an important element of the interior design.
A gallery-like experience
The intentional sense of pause defines the spatial experience. The lighting and display strategies are meticulously calibrated to ensure engagement with the collection, transforming the act of purchase into an adventure of observation and discovery. Occasionally, the space appears like an art gallery, which requires heightened clarity and attention from the viewers. The gallery-like aesthetics shift the purpose of the environment from a simple retail store into a cultural venue.
The varied atmosphere within the store ranges from open and structured to a more intimate, residential-like setting that entices a closer connection to the display. By balancing clarity with intimacy, MATERIA creates a refined spatial experience that feels both thoughtful and inviting.
The new design of the TANE store in New Mexico sets a framework for the future of the luxurious brand. Rooted in narrative and craftsmanship, the strong design language establishes a distinct presence for the company within the contemporary luxury landscape.
Technical sheet
Project: MATERIA + Gustavo Carmona
General Contractor: Arozarena y Páramo
Collaborators: Karla Uribe, Marisol Fernández, Anna Arvizu, Ana Cristina Fernández, Héctor Martínez, Sofía Martínez, Isabel Pacheco
Lighting: Cienlux
Concrete: Tayo
Light Walls: Kendu
Millwork: Zordan
Wallpaper: Enmuro
Furniture: Juskani Alonso
Photo: Jaime Navarro Soto
Source: v2com-newswire
