Pedro Asencio, architect, and creative production director of Estudio EEBA
Photos: Manuel Esteves
Frenchman Lorenzo Garrido, who is continuously training in ice cream, holds degrees in law, fine arts, anthropology, French philology and has one more year to go before he finishes political science. In 2015 he took over the management of the ice cream parlour Las Galias in Chipiona (Cádiz), turning it into a point of production of quality artisan ice cream. This change in the philosophy of the business received the definitive boost with a complete refurbishment in 2019.
Responsible for the refurbishment was Estudio EEBA (Puerto de Santa María Cádiz), an architecture studio specialising in retail and contract projects, finalist in the Archdaily 2020 awards with the Galias Helados Project and participant in Casa Decor 2021.
1.- Is interior design a fundamental element in an ice-cream parlour? Can it be a can it be a hook to attract new customers?
Of course, it is, a good design of an ice cream parlour ensures that the customer crosses the door for the first time and tries its first time and try your products, their loyalty depends on the overall experience that the business can provide. experience that the business can provide. In the case of Galias Helados in Chipiona we improved sales by 30% in the 2020 season during the summer pandemic.
2.- What are the keys to making the design of a shop work?
If we focus solely on design, we should highlight, firstly, functionality, it is essential that the premises are comfortable for customers and practical for the team. Secondly, that the design of the premises suggests the unique characteristics of the product being sold and the creator's understanding of the world of ice cream. If this identity is notable and, in addition, the location allows it to be presented to a public that values it, success is assured.
3.- What are the current trends in the design of ice cream establishments? Luxury? Functionality? Modern, rustic, urban?
As opposed to the "trendy or stylish" premises, at Estudio EEBA we design businesses with a strong identity of their own with a strong identity of their own, with unique design elements. We generate a language based on our client's identity that makes the space timeless and seduces the public. seduce the target public.
Success story: Las Galias
In EEBA we carried out the creation of the original design concept, functional operational study, interior-exterior design, and equipment.
In this case, we carried out a complete renovation in which the interior space was optimised for good production, cleaning and service operations, while outside we opted for large, elevated terraces and a takeaway and impulse sales area towards Paseo del Ejército. We took advantage of the improved accessibility to create a mango-coloured ramp that generates great interest in potential customers and encourages impulse buying.
Poor functionality of the space
Las Galias contacted us in October 2019 because, despite having a premium artisan product, the ice cream parlor was set up taking advantage of the structure of a family restaurant with little investment. Over the years, improvements in other businesses in the area led to a significant drop in customers. The team worked with many difficulties due to the lack of functionality of the space and the customers became annoyed with each other, creating a bad overall experience.
The textured white façade has abstract Bauhaus-style designs that are also reproduced in lattices and pergolas. The interior is a fruity orange colour and continues into the street, extending over the access ramp; the white and orange simulate milk and mango.
The premises are on the corner of a tree-lined promenade 100 metres from the Regla beach. The difference in height with respect to the street is used to highlight the ice cream display cabinets facing the street with more traffic and to create an elevated terrace accessed by an orange ramp like the interior. The exterior space is subtly delimited by textured elements such as the exterior walls, which sometimes become transparent.
The interior space is used to the maximum to develop the operational programme required by the workshop with a laboratory, office, storeroom and changing room. This area is accessed through a concealed door integrated into the façade.
The toilets are covered with black and white Bauhaus-inspired tiles in combination with a glossy white mosaic and the characteristic orange colour. The lighting in the toilets, as in the rest of the premises, is resolved with cylindrical LED lighting diffusers and coloured methacrylate’s which, together with the terrace furniture, the railings, and the vegetation, generate a relaxed and cheerful atmosphere with a certain tropical tinge.