Aquellos bajos con una digna fachada habían acogido anteriormente una tienda de electrodomésticos decorada con falsas columnas, jácenas y arcos de yeso que escondían y ordenaban estructura e instalaciones. Una estrategia parecida a la aplicada en Sonor pero con un lenguaje distinto.
Se usaron los colores blanquiazules para realzar alguno de esos elementos y dejar a otros en un segundo plano, de modo que emergió visualmente un exento y esbelto templete que se convirtió en el protagonista de la intervención. Todo el resto de la operación se organizó para que esta elección se entendiera.
Unos focos hacia arriba le iluminaban como si de un monumento se tratara. Los huecos de la fachada se cuidaron de forma que desde la calle nada impidiera su visión y por ese motivo los carteles característicos de estas agencias se trasladaron a un biombo situado en el fondo de la tienda. Unos espejos verticales se colocaron a derecha e izquierda de los grandes ventanales en una posición radial que subrayaba su centralidad, al tiempo que ofrecían una llamativa visión caleidoscópica y distorsionada desde la calle. También desde el interior el movimiento de la ciudad se convertía en desconcertante.
Unas luces horizontales entre los espejos se encendían y se apagaban fingiendo un movimiento de dentro afuera en clara referencia a imágenes conocidas de espectáculos y mundos en aquella época lejanos.
462.Those basements with a dignified façade had previously housed an appliance store decorated with false columns, girders, and plaster arches that hid and ordered structure and facilities. A strategy similar to the one applied in Sonor but with a different language.
The colours white and blue were used to enhance some of those elements and leave others in the background, so that a free and slender temple emerged visually and became the protagonist of the intervention. The rest of the operation was organised so that this choice would be understood.
Upward lights illuminated it as if it were a monument. The gaps in the façade were taken care of so that nothing could impede their view from the street, and for this reason the characteristic posters of these agencies were moved to a screen located at the back of the store. Vertical mirrors were placed to the right and left of the large windows in a radial position that emphasised their centrality, while offering a striking kaleidoscopic, distorted view from the street. Also, the movement of the city became disconcerting from the inside.
Horizontal lights in the mirrors lit up and went out, feigning an inward-outward motion in clear reference to familiar images of spectacles and distant worlds at the time.
Housed in a neoclassical building, this agency, inspired by the lighting effects of 42nd Street in New York, played visually with customers, respecting the envelope box. Light beams, arranged linearly, projected light from the inside onto the street thanks to a programmed ignition system that suggested its movement. Inside, the game of reflections in large mirrors and painted shadows had just formed an expressionist and intimate space at the same time. This agency no longer exists today.
