Durán Valencia: A Consistent Implementation of Identity on Two Levels
Year
2011
Location
Valencia
Typology
Area
270
Vertically Structured Elegance
The Brief
The project involves the development of the new Durán Joyeros store in Valencia, drawing inspiration from the corporate identity previously created for its flagship store in Madrid. The goal is to adapt that architectural language to an existing space spread over two floors, ensuring visual and functional coherence.
The design must clearly organize the public sales area on the ground floor and the complementary spaces in the basement, while also integrating a specialty section and a technical service area into the overall layout without disrupting the customer experience.
Project Scope
The ground floor is designed as the main retail space, organized in an open and representative layout, where Durán’s identity is expressed through materials, proportions, and furnishings aligned with its corporate image. The architecture prioritizes a clear customer flow and optimal product display.
The basement houses the back-of-house areas, a private sales space, and the watchmaker’s workshop, creating a transition toward a more intimate experience. The vertical layout allows for the differentiation of functions without losing overall coherence. The result is a solid and balanced store, where identity, craftsmanship, and the shopping experience coexist harmoniously.
A well-established identity that adapts and evolves in a new context.
Ujo+partners was responsible for the design, technical project development, fabrication, and installation, as well as for overall coordination, quality control, and final commissioning of the project.
