aquí.

In our ever-growing capitalist society, self-expression rarely takes place without consumption. Aside to the many benefits we all enjoy day by day, this fast-paced transformation is however devaluing our role as individuals and, paradoxically, weakining our identity and sense of community.In addition to this, the recent lesson given by the covid-19 pandemic made all of us rethink values and priorities we had eventually taken for granted.

Being more aware than ever of threats and opportunities of our capitalised world, Aquí offers a furniture workshop where users will engage directly within the building process, supported by expert crafts-men and the minds of professional designers.With the insight that experiences create emotional connections, the workshop becomes a nest where we don’t only shape raw materials, but especially the way we perceive consumption and, naturally, our role within the community.

Our space in Poblenou (Pasaje Montoya) is a fundamental part of our service: it’s where the magic happens. The workshop is the main space where people will build their furniture, not only finding all the tools and assistance they need, but also a space where the community comes together as one.

The bottom area is dedicated to ever/changing temporary exhibitions, meant to channel in potential customers while expressing aquí.’s roots of good design. We imagined the launching season to display the most important pieces of Italian design, as a tribute to Enzo Mari who inspired this project.

For the brand launch, potential users are invited to draw over random frames. When put together, we have an unexpected result where our identity and the personal touch of the community co-exhist in a dance of tools, hands and brand taglines.

Our identity distinctive elements are hands and tools, which are the main characters of our service, rather than the products. They represent craftsmanship and technique, and creativity or human touch, respectively.

Our image treatment was originally thought to be photograms, but was however limited due to the recent pandemic events. In this sense we used cutouts with a subtle photocopy feeling to to depict rawness and express its unconventional beauty.

The graphic system is based on the interaction between these and other elements such as typography, composition or physical space. The concept is to mimic the role that these instrument have in real life and making them alive in our compositions.

While we play with our building trademark, we also want to provide our users with – literally – all the tools to push forward the new idea of consumption that they experience in our brand. This is why we created aquí.’s toolbox.

With an easy movement, this portable toolbox opens up providing you with all the necessary gears and an anti-shock blanket where anybody can create and experiment in our workshop or even in the comfort of their own home, without the fear of messing too much around.

Our unconventional digital platform doesn’t only serve as a tool for making our potential customer aware of our offering. We have in fact dedicated a special section of our website to the discovery of the best and freshest local initiatives. The discovery, is supported by our experience section, that displays products and services through a unique scrolling experience – all our services are made accessible while you read our manifesto.

Touch is a bi-annual magazine that focuses on aquí.’s values of creativity and handmaking. It’s a purchasable item that adds values to the brand. In this way aquí. is able to expands its meaning and purpose, becoming not only a workshop but a real and true manifesto for improving consumption habits.

The first issue of Touch magazine is divided into three sections of articles that observe creativity and handmaking from different angles – space (h)and time. The central section honours aquí.’s inspiration, Enzo Mari, and DIY, offering a tutorial featuring elements from aquí.’s visual identity.