Running a business beside Madrid's Plaza Mayor is a privilege, but also a challenge: when the shutter comes down, it can stop attracting the thousands of tourists walking past at night. Historic Jamonería Bartolomé wanted to avoid that visual black hole and celebrate its greatest asset: its history.
The brief began with a special object: the bronze pavement plaque awarded by the city council to businesses more than 100 years old. Our task was to bring that distinction from the ground onto the façade.
The design: history in a shopping bag
We created a visual narrative connecting tradition and commerce:
- An artistic reinterpretation: we recreated the imagery of the Goya plaque associated with Madrid's century-old businesses, bringing it to life with colour and volume. Flat bronze became a vibrant scene of figures and Madrid architecture.
- A visual metaphor: we placed the illustration inside a giant painted shopping bag. Here, you do not simply buy products: you take away a piece of Madrid's history.
Integration with the surroundings
We paid particular attention to the background so a contemporary mural would fit a historic building:
- Trompe-l'œil brickwork: a grey brick texture echoes the façade, making the mural look like a continuation of the architecture rather than a separate patch on the shutter.
- Depth: painted shadows and dark tones give the bag apparent volume, catching passers-by's attention and turning the shutter into a tourist photo spot.
At Dale Color, we respect tradition while adding a contemporary touch. If your business has a story, we can help tell it around the clock.
Want to highlight your business's history? Contact us.
