Braz Electric

Braz Elettrica: the architecture of an electric, urban and unpretentious pizzeria Bráz Elettrica was born with a clear mission: to rethink the way pizza is consumed in the city. Individual, fast, with a light dough and made in Neapolitan electric ovens, the proposal breaks with the standard of large São Paulo restaurants. Superlimão was invited to translate this spirit into architecture, creating spaces that welcome agility, improvisation, and the urban, but with a precise design and sharp concept. The architecture of Bráz Elettrica is based on the very idea of electricity: an energy in constant flow, that moves, connects and transforms. With this in mind, the team opted for a specific materiality, with copper, metal, exposed conduits, raw surfaces and industrial components — and an equally dynamic spatial logic. It is not a decorative architecture: it is functional and symbolic at the same time. From the first unit, opened in Pinheiros in 2017, to the most recent stores, the language has been established as a system, but it never repeats itself. Instead of replicating formulas, the project is based on adaptable, mobile principles, in dialogue with each urban context. A system that moves The heart of the project is in the layout. The ovens — mobile, on wheels — organize the logic of how the space operates. They define the position of the counters, the relationship with the dining room and the customer's path. Based on this idea of mobility, the set of equipment was also designed to be movable: refrigerators, cash registers, assembly and support stations. This guarantees flexibility, facilitates maintenance and allows the space to adapt to each demand, each unit, each day. The choice of materials, in turn, conveys the intention of the project. Conduits, light fixtures with high-voltage insulators, metal guardrails that refer to power towers — everything connects to the idea of electricity as aesthetics and language. But it's not just about metaphors. Copper, stainless steel, exposed concrete and marble are also functional choices, resistant to heavy use and easy to clean. In the dining room, the contrast between hot and cold materials reinforces this duality. Cumaru tables with pine details coexist with technical surfaces in stainless steel and granite. On the walls, preserved with traces of previous demolitions, irreverent collages of characters eating pizza create a spontaneous and almost improvised graphic layer — as if the space were assembled right there, at that moment. Each unit is a direct response to the urban space in which it is located. The Pinheiros store, in a 140 m² corner house, preserves the original façade and takes advantage of the high ceiling. Tuca, in Perdizes, has a reduced scale and exposed metal structure. Pitica, also in Pinheiros, operates as a kind of urban gallery, with a mix of textures and a space for experimentation. The Augusta unit is spread across a generous ground floor and a mezzanine, activating the street with outdoor tables. Meanwhile, “Loca”, in Jardins, intensifies the brand’s visual elements: peeling walls, graphic collages, metal structure and finishes in constant tension between the industrial and the popular. This is how the Bráz Elettrica project is consolidated: as an architecture that understands the brand as a system, not as a formula. A project that recognizes the city as raw material and everyday life as a field of invention.