Inspired by Maurits Cornelis Escher, the Dutch graphic artist famed for his detailed distorted realities that spin viewers on their axis with optical and conceptual effects, Mexico City-based colour-loving creative studio, Futura, created a dreamlike universe for artisanal gelato store Cloud & Co.
Located in the developing Msheireb Downtown area of Doha, Cloud & Co. create homemade gelato, their enticing flavours ranging from the traditional to the more experimental. Be it pistachio, chocolate Earl grey, rose water, black coconut or chocolate chip, each scoop is creamy, rich in texture and a delight to the palate. And all that before we get to this venue’s unforgettable aesthetic.
In charge of the Instagram-ready interiors for the new space, Futura looked to Escher’s surreal scenes, translating a concept into a tridimensional space that would complement the sweet goods on sale. Using a variety of pinks, greens and blues to create a world of pastel skies and cotton candy clouds, the store looks like somewhere you’d visit in your dreams. Divided into two sections, one is completely pink——in which an imaginative and playful world is created incorporating elements that encourage interaction——whilst the other is entirely blue and creates a mysterious and reflective scene.
Connected by the serving counter, which highlights the gelatos of the day by way of green signs, the entirety of this Doha gelato store is united into a world rife with concept, colour and creamy, artisanal goodness.