[ about the project ]

The “Companhia Tradicional de Comércio” just opened their new house in São Paulo, called Bráz Elettrica. The group which is a reference in service quality, looked for an architecture language and new aesthetics to dialogue with an audience willing to try pizza in a less pretentious way. Going through a new direction compared to what is normally consumed in the greatest pizzerias of São Paulo. Sponsored by Anthony Falco, a pizza maker who made history at New York’s bustling Roberta’s. The house offers pizza from lunch until late in the evening, individual light-weight disks baked
in a Neapolitan electric oven, fit to eat with your hands.

Mobility, practicality and functionality were fundamental for designing the project. The Italian branded oven, heart of the business, came already on wheels to facilitate its movement. Refrigerators, counters and boxes were also designed following the same concept.

The project conception looked for the space optimization and fast flow of service. When you enter, you first pick up drinks and desserts, and in the cashier you choose and pay for the pizza, which is picked directly at the counter. The bathroom can be accessed from the outside of the pizzeria: an internal button, triggered by the box, opens the door for customers. All in green tile and with an illustration on the lining, its configuration allowed the project to gain more internal space and, at the same time, a smaller flow generated by the use of the WC.

The mixture of various metal alloys in coatings and electrical installations alludes to electrically conductive materials, copper being the most efficient of them, it appears in the form of pipes from that network to the furnace, which is also copper coated.

In the area where the pizza is prepareted, on the stainless steel counter, a white stone of holy spirit gives the finish requested by the pizzaiolos as the best material for handling the pasta. In the finishing and delivery area for the customer, the Alpi green marble top resembles Malachite, a mineral from which copper is obtained, among others. The lavatory area of trays in the salon, due to its hydraulic infrastructure, is the only fixed and was coated in white tablets to consolidate its aseptic appearance.

The concrete floor is sanded with the exposed aggregate, intended to withstand the great flow of people. The walls of the old house keep the marks of other reforms that took place there before. The textures of the walls received various collages and cuts of characters and personalities eating pizza, among them David Bowie, Madonna and Batman. Made of pine wood, the communal tables of the hall, in a light tone, contrast with the other materials.

The lighting, developed especially for the project, used high-voltage electric glass and ceramic parts and insulation and emphasizes the subject of electricity in a subtle and unusual way.

The metal ladder and its guardrail refers to the structure of high-voltage towers. Upstairs, tables and sofas are available in different configurations. The pre-cooking kitchen is exposed through a window, behind a wall covered with pine wood and in this area the roof shears are exposed. On both floors a red acoustic coating of
projected cellulose was used.

On the sidewalk, the adoption of flexible tables and bleachers that can be used in different configurations. The original façade of the house was maintained and painted in blue and yellow composing Bráz Elettrica’s brand language.

Located in a corner property of 140m2, with high ceilings, semi-demolished walls, community tables and two electric ovens in sight, the architectural party sought to impress an informal and unpretentious identity to the house.